Redefining the waste management category
Project: Lomi Strategy + Execution
Date: 2024-25
Role: Creative Director, Strategist
Deliverables:
Brand Strategy
Visual Identity
Growth Campaign Collateral
Retail Marketing Collateral
Product and Packaging Design
After rapid growth from a successful Kickstarter launch, Lomi set out to transform traditional waste management and divert 10 million pounds of food waste from landfills. It was an exciting opportunity to challenge how people think about a hidden-in-plain-sight problem: the way we all manage our trash.
I led a nimble team across strategy, content, copy, and design to develop an updated positioning strategy, refresh the brand identity, and execute growth collateral across customer touchpoints. From the website and campaign experience to reimagining 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.
