Soap is soap...at least that's what everybody thought. Having worked on giants like Tide, I saw a legacy category stuck in 1950, relying on bulky jugs and fake floral scents while consumers were craving something smarter. Our strategy team recognized that the product itself was a mechanical disruptor, but it lacked a soul and excitement. We needed to add a polished, innovative and high-design style to a product optimized for at-home self-presence, while combatting the need for more and more soap to deep clean.

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Leading a team of designers, animators and writers, we developed SWASH brand guidelines, a launch campaign, social media, digital, CRM (email and direct mail), retailer samples and a large e-commerce presence across Amazon, Home Depot, Target and Lowes.

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