fighting for good design

Rubbermaid Brilliance was a brand new innovation that came with an industry first claim around leak prevention and air-tight-ness. This was well-timed with pushing for ways to elevate our concept visuals, driving for faster concept approval and adoption. The fighting part was in helping a team of pragmatists step out of the literal, and into the emotional, to align with the blue water representing the claim. "We are selling food containers, not water containers"; "What about filling it with soup" (etc). The testing that fully validated that direction came late in the process, so buy-in had to be obtained via higher fidelity proposals. Two of our designers worked with members of the Industrial Design team to learn keyshot, creating 3D renderings of packaging and the visual claim itself. From there, they were given the bandwidth to learn the program to the degree that they could teach it to the teams, and the software became an integral part of every designer’s workflow. The icing on the cake is that this key visual is one of the strongest tested visuals for the brand in the last decade, and it is still used today to train marketers and design teams in how to create strong visual claims.