Standing Out Without Spending More on Ink

Black Diamond needed more shelf presence without exceeding its packaging limits, while U.S. Minerals needed a clearer relationship between its brands. I helped establish that structure, redesigned the packaging around actual retail conditions, and supported the PROTECT service launch with creative that made its value easier to understand.

I started the packaging work in the stores where customers encountered it, photographing Tractor Supply shelves to understand what the bags were competing with. I then worked with the manufacturer to review samples and establish the material and ink constraints. Instead of adding more coverage, I used negative space to create contrast. That approach strengthened the package’s presence while reducing ink use, connecting the design decision directly to both the selling environment and the client’s production requirements.

I helped develop standards that kept U.S. Minerals and Black Diamond recognizable as related but distinct brands. That relationship also mattered when the business introduced PROTECT, its abrasives management program. The creative needed to explain a service and its practical benefits, not simply make recycling look appealing. I contributed to the visual direction and supporting materials within the wider team, carrying the brand relationship into website work, customer communications, and the physical materials used to introduce the offer.

The PROTECT launch connected email outreach, a dedicated landing page, social, retargeting, and a webinar to help qualified customers understand the program. Those materials gave the launch a consistent story across the first email, the website, and the follow-up conversation. Across the packaging and service work, my contribution was translating production constraints and complicated business information into clearer creative. The package had to work on the shelf, and the service story had to work in a sales conversation. Both started with understanding the real situation.