Redefining the waste management category
Project: Lomi Brand Transformation
Date: 2024-25
Role: Creative Director
Deliverables:
Brand Strategy
Visual Identity
Growth Campaign Collateral
Retail Marketing Collateral
Product and Packaging Design
After a successful launch, Lomi sought rapid growth in transforming waste management to divert 10 million pounds of food waste from landfills. It was an exciting challenge to rethink how people manage their trash.
I led a nimble team to develop an updated positioning strategy, refresh the brand identity, and execute creative collateral across all customer touchpoints. From a website redesign, to new campaign experiences to product and retail experiences, our goal was to make Lomi synonymous with the future of trash.
Direction
Direction
The Problem
One billion tons of food going to landfills, making it the third largest contributor to greenhouse gas emissions. And trash in your home? It’s gross, smelly, and messy. Why are we still dealing with waste like it’s the 20th century?
Discovery
While this problem is undeniable, convincing people to pay for something they see as free is a challenge. So, how do we convert green binners and trash canners into Lomi customers?
We conducted ICP interviews and tested hundreds of concepts through growth campaigns, uncovering the positioning to drive our next wave of growth.
Brand Experience
Brand Experience
From strategy to execution
I led the process from strategy to execution, creating a visually compelling identity that positions Lomi as an aspirational lifestyle product.
With a refined earth inspired palette, bold accent color, striking typography, and authentic visuals, the design conveys innovation, sustainability, and modernity. Working with a nimble team, we brought this vision to life to inspire trust and resonate with modern audiences.
“This is Lomi” an designed specifically to cut through the noise on social platforms and position Lomi as a solution to a messy problem.
“Waste-less holiday” A holiday campaign ad targeted at our core persona.
