David Johnson

Manager, Brand Design — SC Johnson
Home Storage Category | e-Commerce | Club Channel | Display Strategy

Lead end‑to‑end brand design, guiding strategy through execution to build cohesive, high‑impact design systems across products, packaging, and visual communications. Partner closely with cross‑functional teams to shape consumer‑centric brand experiences and manage external agencies to deliver work that is on time, on budget, and aligned with business goals. Use design as a strategic lever to influence business direction and support new product development.

Key Responsibilities
Brand Design Strategy
Create and implement holistic brand design strategies that support long‑term, sustainable growth.

Cross‑Functional Collaboration
Work with Consumer Insights, Brand Marketing, and Innovation teams to uncover unmet consumer needs and translate them into design opportunities.

Product & Experience Development
Collaborate across functions to shape new products and consumer experiences.

Design Advocacy
Champion the value of design within RD&E, Marketing, and Research to strengthen competitive advantage.

Market Awareness
Stay attuned to emerging trends, category shifts, and new ideas to inspire forward‑thinking design solutions.

Stakeholder Partnership
Coordinate with Packaging Engineering, Sustainability, Brand, Innovation, and agency partners to uphold design excellence.

Process Leadership
Oversee the full design workflow—from briefing through final execution—ensuring high‑quality, consistent outcomes.

I led design strategy and creative direction for P&G’s Digital & e‑Commerce initiatives and packaging design. I was responsible for shaping creative strategy, managing design development for new brands and spaces, and delivering award‑winning work that increased purchase intent. I supervised a high‑performing team of digital and graphic designers, guided creative execution, managed project timelines, and presented strategic recommendations to P&G executive leadership.

Highlights
Achieved back‑to‑back $1 billion fiscal‑year sales (2023 & 2024) for P&G NA Fabric Care e‑commerce, contributing to more than $2.4 billion in total revenue.

Led design for major initiatives including Amazon Prime Day Bundles, Target retailer advertising, and Instacart campaigns.

Developed targeted key visual campaigns for both in‑store and online retail partners.

Earned Best Design recognition for the e‑Commerce Clean Pack project (2021–2022).

Featured in the P&G Corporate Design spotlight for the Tide for Baby project (2021–2022).

Led the design intern co‑op pilot program for P&G Recruiting, managing interns within the NA Fabric Care business unit.

Co‑led a design intern pilot initiative with Central State University in Wilberforce, OH (2021–2022).

As a senior creative and design manager in P&G’s NA Fabric Care Brand Expression Design Studio, I led brand‑building, design, and innovation efforts for Tide, Gain, Downy, Bounce, and emerging brands. I oversaw day‑to‑day design development for established brands and advised P&G partner vendors on the effective use of brand assets. I received the Love to Learn & Innovate Award in 2022 for a pilot design research initiative for Tide. I also directed and managed the Tide for Baby Initiative, which earned recognition from the P&G Corporate Design Group. I reported to the NA Fabric Care Associate Vice President of Design.

In 2011, I ran my own strategic and conceptual design consultancy, serving clients from various industries and markets. I have provided strategic assistance, conceptual design and research materials for clients such as Procter & Gamble, GE Aviation, Perfetti Van Melle, Unilever, 3M, Nestle, Kind, Constellation Brands, Nabisco, MillerCoors and more.

Highlights:

Ideation design for packaged product innovations for Constellation Brands & Mondelez Inc. (2018)
Ideation design for packaged candy & gum innovations for Perfetti Van Melle (2017)
Creation and design roll-out of branded summer campaign for Yogurtland (2017)
Design of Carl’s Jr. & Hardee’s in-store branded communications (2016)
On-site packaging & point of sale design for Procter & Gamble Personal Health Care Business Unit (2015)
Packaging design for Spring Valley brand, Wal-Mart (2014)
Strategic concept visualization of 2014 Sochi Olympics displays for Procter & Gamble Corporate Brand Business Unit (2013)
Strategic conception & presentation of packaging architecture re-design for Tropicana brand, PepsiCo (2012)

From 2003 to 2011, I assisted in managing all aspects and touch-points for several Procter & Gamble brands as a hands-on graphic designer at LPK.

2003-2004: LPK Beauty Brand Team

I designed branding elements, packaging and print materials for Procter & Gamble Beauty & Personal Care brands. I worked on the Clairol Herbal Essences account, leveraging my previous experience with the Hair-Care category for Unilever.

2004-2008: LPK Surface Care Team

I worked on brand initiatives for the Mr. Clean and Swiffer brands. I helped launch an international strategic brand refresh for Swiffer, aiming to increase its on-shelf impact and create a unified branding impression across its sub-brands. This project helped LPK expand into the Home Care category internationally and won the Procter & Gamble Fusion Award in 2006. I also worked on other brands such as Hershey’s, Kellogg’s, Jensen/RCA Electronics, Sirius Satellite Radio and more.

2008-2010: LPK Kids Team
I joined LPK Kids team as a creative lead and director of creative assets, drawing on my experience with licensed character development and design management. I designed all aspects of the Pampers brand, including packaging, POP, print and product graphics. I created and developed licensed character art, key visual designs, upstream concepts and final art. I helped LPK Kids expand into other licensed character properties and brand initiatives beyond Pampers.

2010-2011: LPK Design Innovation Team
I was a go-to creative for LPK’s innovation efforts in 2010. I contributed conceptual assets for global clients such as Olay, Camay, Mr. Clean, Swiffer, Smucker’s and Yum Brands. I participated in focus research, created conceptual illustrations and resources and developed concepts for research.

I created illustrations and concept boards for new products, licensing proposals, and product introductions for various clients in the packaged consumer product and advertising sectors. Prepared artwork for online product testing and focus group testing.

Some of the clients I worked with include: McDonald’s Foods, Unilever Home & Personal Care, Pepsico, Kraft Foods, Diageo Beverages, Millward Brown Marketing Research, TaigMarks Advertising, Zimmer Medical, and Bosch Electronics.

I created advertisements and illustrations for an industry-leading tire and wheel retailer. The advertisements were for top-tier brands and appeared in Motor Trend, Car & Driver, Road & Track, and Roundel magazines, as well as various other auto industry-related trade magazines. I directed layouts, ads, and content for the company trade publication Inside Track Magazine. Additionally, I created banner ads that were displayed on auto-industry websites such as AutoTrader.com, Yahoo.com, and Excite.com