Johnson & Johnson
PROJECT OVERVIEW
As an early member of the Johnson & Johnson Global Strategic Design Office, I collaborated with business leadership, R&D, packaging engineers, marketing, external advertising agencies, and local and global manufacturers for the Johnson’s Baby and Clean & Clear portfolio of products across the globe. The brand refresh of the iconic Johnson’s Baby products was particularly challenging, requiring multiple rounds of testing, international manufacturer and business team negotiation, as well as navigating the different production capabilities and category conventions across regions to ensure a globally consistent product.
RESULTS
Application increases:
+21% Freshmen
+31% Out-of-state
+36% International
U.S. News ranking
+4pts (from 23 to 19)
CREDITS
Agency: Johnson & Johnson
Global Strategic Design Office
CCO: Chris Hacker
CD: Todd True
Strategy Director: Christina Geist
Design Director: Timothy O’Donnell
Sr Designer: Stephen Bramwell
Sr. Designer: Raluca Preda
Undergraduate Viewbook
Viewbook cover
Johnson’s Adult — Face Care
Penaten — A German Icon
Developed in 1904, Penaten is a beloved brand in Germany — fondly remembered from new mother’s own childhoods. Johnson & Johnson acquired the brand in the 1980s, and over the years, the brand gradually lost its identity. Cost efficiencies led to using existing and recognizable Johnson’s Baby structures and iconography, diminishing the brand’s recognition and emotional connection with consumers.
When we heard about an art exhibit featuring the Penaten creme tin, we realized that that product specifically held a special place in Germans’ hearts, and was a cultural touchstone in the way that Warhol’s Campbell’s soup cans were.We decided to use that tin as the basis for the redesign as a whole.
Viewbook spread with short sheet
lWe first refined the logo to more closely follow the design of the creme tin. Iillustrator Michael Schwab, known for his stylish, simplified images, was hired to redraw the iconic shepherd and his dog. Since this design has such history behind it, we tread carefully in what we adjusted.to stay authentic to the brand’s past. (Though we did change the dog to a gentle sheep to better cue baby care)
We partnered closely with our team of packaging engineers to try and create a bottle form that was as circular as possible, to further mimic the tin. The realities of the PET material and the fill requirements meant that we didn’t get quite as round as we had hoped; but still managed to find a form that gave the circular logo room to take center stage.
‘The Optimists’ campaign microsite
Alumni Campaign
Custom Typography
The font Karbon, from New Zealand’s Klim Type Foundry, has a modern sophistication tempered with an approachable, humanist feel. We commissioned Klim to create a bespoke version of the font, in which certain characters are left unfinished—a nod to the open, adventurous spirit of UCLA’s students and faculty.
Campus signage
These recent advertisements (above, right) show the longevity of the concept created over 5 years previously. This work created by 160over90’s Los Angeles office: GCD Adam Griffiths, CD Hari Skourtis, Senior Designer Matthew Grier. Nicely done!
UCLA.edu. A comprehensive redesign that helped organize an avalanche of content from an increasing number of inconsistent pages. Director of Interactive: Brian Tennyson; UX Design: Tim Beitz, James Snyder; Development: Mike Medoro.
Natusan — Baby Care from Sweden
While we were only tasked with refreshing the Nathan packaging, we were able to move the brand into the new Penaten structure. This gave us a softer, more rounded bottle, with more billboard space on front of pack to house their delicate swan logo with its subtle gradations.
Johnson’s Bedtime Wash redesign. Illustration and lettering by Bob Shea.