-: Hi, I'm Pamela Cameron Edwards,
and I am currently a senior graphic designer
at Stanley Black and Decker.
I'm working there as a consultant right now.
With packaging for Stanley specifically.
They just acquired three major companies.
Irwin, Lenox, and Hilmor.
And so at this point in time as a senior,
on a consultant basis, they put in place a team
that is going to help with the
packaging,
streamlining, if you will.
So they've acquired, they need to now integrate that
into their system which is taking all of the SKUs
that you see in the major retailers and
putting the Stanley brand on it
and removing the old brand.
And so that's more of a production seat,
but I think for this exercise that's what's needed,
and then the next phase will be redesigning
all of the packaging.
There have been some agencies that I've worked at
where we take a marketing approach,
it's not just a pretty package.
You know, there's thought behind the package,
and so you could take, like for Rollerblade for instance,
was a brand that I worked on.
And they wanted to, they coined inline skating.
But then there was knockoffs that would come in.
So we reintroduced it on three different levels.
So you had your high end, your medium end,
and then your low end.
So that you had price points across the board
and you could capture all the markets.
So that's one example of rebranding.
We still like to start with sketches, you know?
We still like to draw it first
because a lot of the younger designers,
I think like to go and bring it to the computer first,
and they're using that as their tool,
but it still is just a giant pencil.
And so the thought process has to be concrete
or at least explored before,
because you can get hung up on the details on a computer.
Whereas, if you've got it on pencil and paper
you're gonna do more sketches and you're a little bit freer.
And so I think that would be something I would tell
younger designers is start with your pen and pencil.