WEBVTT 1 00:00:00.230 --> 00:00:03.520 Hi, I'm Pamela Cameron Edwards, 2 00:00:03.520 --> 00:00:06.710 and I am currently a senior graphic designer 3 00:00:06.710 --> 00:00:08.940 at Stanley Black and Decker. 4 00:00:08.940 --> 00:00:12.150 I'm working there as a consultant right now. 5 00:00:12.150 --> 00:00:15.270 line:15% With packaging for Stanley specifically. 6 00:00:15.270 --> 00:00:19.311 line:15% They just acquired three major companies. 7 00:00:19.311 --> 00:00:24.300 line:15% Irwin, Lenox, and Hilmor. 8 00:00:24.300 --> 00:00:27.450 line:15% And so at this point in time as a senior, 9 00:00:27.450 --> 00:00:32.188 line:15% on a consultant basis, they put in place a team 10 00:00:32.188 --> 00:00:36.310 line:15% that is going to help with the 11 00:00:37.390 --> 00:00:38.380 line:15% packaging, 12 00:00:40.910 --> 00:00:42.900 streamlining, if you will. 13 00:00:42.900 --> 00:00:46.100 So they've acquired, they need to now integrate that 14 00:00:46.100 --> 00:00:50.230 into their system which is taking all of the SKUs 15 00:00:50.230 --> 00:00:53.652 that you see in the major retailers and 16 00:00:53.652 --> 00:00:57.720 putting the Stanley brand on it 17 00:00:57.720 --> 00:01:01.120 and removing the old brand. 18 00:01:01.120 --> 00:01:05.900 And so that's more of a production seat, 19 00:01:05.900 --> 00:01:10.490 line:15% but I think for this exercise that's what's needed, 20 00:01:10.490 --> 00:01:14.530 line:15% and then the next phase will be redesigning 21 00:01:14.530 --> 00:01:17.250 line:15% all of the packaging. 22 00:01:17.250 --> 00:01:20.160 There have been some agencies that I've worked at 23 00:01:20.160 --> 00:01:22.460 where we take a marketing approach, 24 00:01:22.460 --> 00:01:24.500 it's not just a pretty package. 25 00:01:24.500 --> 00:01:27.290 You know, there's thought behind the package, 26 00:01:27.290 --> 00:01:32.070 and so you could take, like for Rollerblade for instance, 27 00:01:32.070 --> 00:01:34.010 was a brand that I worked on. 28 00:01:34.010 --> 00:01:39.010 And they wanted to, they coined inline skating. 29 00:01:40.140 --> 00:01:42.910 line:15% But then there was knockoffs that would come in. 30 00:01:42.910 --> 00:01:46.550 line:15% So we reintroduced it on three different levels. 31 00:01:46.550 --> 00:01:49.430 line:15% So you had your high end, your medium end, 32 00:01:49.430 --> 00:01:51.020 line:15% and then your low end. 33 00:01:51.020 --> 00:01:53.820 So that you had price points across the board 34 00:01:53.820 --> 00:01:57.170 and you could capture all the markets. 35 00:01:57.170 --> 00:02:02.170 So that's one example of rebranding. 36 00:02:02.540 --> 00:02:05.330 We still like to start with sketches, you know? 37 00:02:05.330 --> 00:02:07.260 We still like to draw it first 38 00:02:07.260 --> 00:02:09.430 because a lot of the younger designers, 39 00:02:09.430 --> 00:02:12.960 I think like to go and bring it to the computer first, 40 00:02:12.960 --> 00:02:14.650 and they're using that as their tool, 41 00:02:14.650 --> 00:02:17.670 but it still is just a giant pencil. 42 00:02:17.670 --> 00:02:21.774 And so the thought process has to be concrete 43 00:02:21.774 --> 00:02:24.560 line:15% or at least explored before, 44 00:02:24.560 --> 00:02:28.440 line:15% because you can get hung up on the details on a computer. 45 00:02:28.440 --> 00:02:31.350 line:15% Whereas, if you've got it on pencil and paper 46 00:02:31.350 --> 00:02:34.800 line:15% you're gonna do more sketches and you're a little bit freer. 47 00:02:34.800 --> 00:02:37.300 And so I think that would be something I would tell 48 00:02:37.300 --> 00:02:41.130 younger designers is start with your pen and pencil.