Projects
About
Trek packaging
Creating a robust, effective, and premium packaging design system
ROLE
Team lead
Art direction
Visual design
Information architecture
Vendor vetting and selection
CHALLENGE
Fix a lackluster packaging design system that didn’t stand out on shelf, reflect the brand or quality of the products, or employ a consistent approach to communicating features and benefits.
APPROACH
I led our design team in aligning the look and feel with the Bontrager brand, elevating out-of-box experiences, and updating materials and finishes to reflect the premium nature of the brand. I also led a comprehensive and collaborative effort with marketing to define a new information architecture to communicate features and benefits, across and within all categories.
Impact
QUALITY
Overall quality from visual design, 3D design, out-of-box experiences, and materials and finishes was elevated to reflect the brand’s premium value.
EFFICIENCY
The new, robust information architecture for communicating features and benefits simplified packaging design projects, increasing efficiency.
LONGEVITY
Some senior management expected the “refresh” to last 3–5 years. The bones of it live on 10+ years later.
Beyond the basics
VENDOR IMPROVEMENT
I found, vetted, and helped onboard new vendors with new capabilities. The addition of new vendors inspired our existing vendors as well.
INFORMATION ARCHITECTURE
Closely collaborating with product- and brand managers, I spearheaded the change from the existing inflexible and inadequate product communication strategy to a new, contextually relevant information architecture.
UX/UI
Ride Club
Ride Club
Retail digital hub
Retail digital hub
Consumer choice
Consumer choice
Mobile lab UI
Mobile lab UI
AI chatbot
AI chatbot
Lüm app
Lüm app
ART DIRECTION
U. of Wisconsin HELP
U. of Wisconsin HELP
Liquid Freight
Liquid Freight
Technology marks
Technology marks
Trek packaging
Trek packaging
Bontrager wordmark
Bontrager wordmark
ABOUT
Me
Me
Testimonials
Testimonials
©2025 JB
THINK HARD. DESIGN EASY.
Projects
Projects
About
About
Trek packaging
Creating a robust, effective, and premium packaging design system
ROLE
Team lead
Art direction
Visual design
Information architecture
Vendor vetting and selection
ROLE
Lead UX and UI designer
CHALLENGE
Fix a lackluster packaging design system that didn’t stand out on shelf, reflect the brand or quality of the products, or employ a consistent approach to communicating features and benefits.
APPROACH
I led our design team in aligning the look and feel with the Bontrager brand, elevating out-of-box experiences, and updating materials and finishes to reflect the premium nature of the brand. I also led a comprehensive and collaborative effort with marketing to define a new information architecture to communicate features and benefits, across and within all categories.
Impact
QUALITY
Overall quality from visual design, 3D design, out-of-box experiences, and materials and finishes was elevated to reflect the brand’s premium value.
EFFICIENCY
The new, robust information architecture for communicating features and benefits simplified packaging design projects, increasing efficiency.
LONGEVITY
Some senior management expected the “refresh” to last 3–5 years. The bones of it live on 10+ years later.
Beyond the basics
VENDOR IMPROVEMENT
I found, vetted, and helped onboard new vendors with new capabilities. The addition of new vendors inspired our existing vendors as well.
INFORMATION ARCHITECTURE
Closely collaborating with product- and brand managers, I spearheaded the change from the existing inflexible and inadequate product communication strategy to a new, contextually relevant information architecture.
UX/UI
Ride Club
Ride Club
Retail digital hub
Retail digital hub
Consumer choice
Consumer choice
Mobile lab UI
Mobile lab UI
AI chatbot
AI chatbot
Lüm app
Lüm app
ART DIRECTION
U. of Wisconsin HELP
U. of Wisconsin HELP
Liquid Freight
Liquid Freight
Technology marks
Technology marks
Trek packaging
Trek packaging
Bontrager wordmark
Bontrager wordmark
ABOUT
Me
Me
Testimonials
Testimonials
©2025 JB
THINK HARD. DESIGN EASY.
Projects
Projects
About
About
Trek packaging
Creating a robust, effective, and premium packaging design system
ROLE
Team lead
Art direction
Visual design
Information architecture
Vendor vetting and selection
ROLE
Lead UX and UI designer
CHALLENGE
Fix a lackluster packaging design system that didn’t stand out on shelf, reflect the brand or quality of the products, or employ a consistent approach to communicating features and benefits.
APPROACH
I led our design team in aligning the look and feel with the Bontrager brand, elevating out-of-box experiences, and updating materials and finishes to reflect the premium nature of the brand. I also led a comprehensive and collaborative effort with marketing to define a new information architecture to communicate features and benefits, across and within all categories.
Impact
QUALITY
Overall quality from visual design, 3D design, out-of-box experiences, and materials and finishes was elevated to reflect the brand’s premium value.
EFFICIENCY
The new, robust information architecture for communicating features and benefits simplified packaging design projects, increasing efficiency.
LONGEVITY
Some senior management expected the “refresh” to last 3–5 years. The bones of it live on 10+ years later.
Beyond the basics
VENDOR IMPROVEMENT
I found, vetted, and helped onboard new vendors with new capabilities. The addition of new vendors inspired our existing vendors as well.
INFORMATION ARCHITECTURE
Closely collaborating with product- and brand managers, I spearheaded the change from the existing inflexible and inadequate product communication strategy to a new, contextually relevant information architecture.
UX/UI
Ride Club
Ride Club
Retail digital hub
Retail digital hub
Consumer choice
Consumer choice
Mobile lab UI
Mobile lab UI
AI chatbot
AI chatbot
Lüm app
Lüm app
ART DIRECTION
U. of Wisconsin HELP
U. of Wisconsin HELP
Liquid Freight
Liquid Freight
Technology marks
Technology marks
Trek packaging
Trek packaging
Bontrager wordmark
Bontrager wordmark
ABOUT
Me
Me
Testimonials
Testimonials
©2025 JB
THINK HARD. DESIGN EASY.