Overseeing the evolution of an iconic brand and its numerous line extensions has been nothing short of an honor. I was tasked with preserving the brand's heritage while injecting a fresh, contemporary feel and communicating the value proposition of its new concentrated form. Additionally, my involvement with Clorox2 gave me the opportunity to revisit the essence of the brand mark and breathe new life into it.

Maintaining a strong connection with the consumers meant consistently challenging the status quo without alienating them. This permeated every aspect of the work, from product development to marketing campaigns. That kind of out-of-the-box thinking introduced products like Outdoor Bleach, Gentle Bleach, Ready-to-Use Bleach, Bleach Gel, and Bleach Stain Remover: products that simplified life and delivered exceptional results.

Remaining relevant in the minds and hearts of the consumers required more than just innovating products. It necessitated a deep understanding of their ever-changing needs, and the trust and lasting emotional connection they placed in the Clorox name.