Lume: Retail Experience & In-Store Design
I led the art direction and hands-on design for Lume’s expansion into major brick-and-mortar retailers, directing 40+ distinct retail display configurations over a three-year span. The goal was to break through aisle clutter and build instant brand recognition for a DTC-native product entering the physical retail environment. Working cross-functionally with our internal retail team and third-party production partners, I developed and adapted a flexible retail system across retailer footprints, merchandising requirements, and in-store environments while maintaining a consistent Lume brand experience.
Role: Creative Strategy · Retail Design · Art Direction · Design Direction · Production Oversight
Retail Toolkit & Brand Architecture
Built a flexible retail toolkit to give the brand a consistent foundation across retailers while allowing each execution to adapt to different footprints and merchandising requirements. Established a clear retail hierarchy for Lume's Whole Body Deodorant, defining how the master brand, product descriptor, benefit messaging, and supporting claims should work together across retail environments.
retail Designs
Translated the retail system across different retailer environments, adapting the visual hierarchy, merchandising strategy, and product storytelling while maintaining a consistent Lume experience.
Retail Execution
Art directed the final retail execution and oversaw production to ensure the designed experience translated accurately from concept to shelf.
