Avery
Avery’s been making labels for 50 years. This year, I helped them relabel themselves.
The brief
Avery wanted to move beyond being known for labels and become more meaningful to the people creating with them.
The insight
Ideas don’t feel real until you’re holding them in your hands. Avery is the partner that stays with you until they are there.
My role
Avery didn’t just need a new voice. They needed a new role in people’s lives.
I defined Avery’s personality as a creative partner — one that’s as invested in the process as the makers using it.
The rebrand resonated quickly, driving a 20% increase in performance within the first 8 weeks of launch.
What it looks like when a brand shows up beyond the product.
