Jeff Sugarman

A brand is much more than a logo. It is the on-going process of shaping the reputation of your organization. A glowing reputation (a.k.a. your brand) makes it easy for people to remember who you are, what you do, and why they should care about your organization. It creates an enduring preference for your product or service. At Ora, we use design to make brands that shine.

A strategic position charged with uniting digital technology and physical spaces to create unique experiences for Staples customers. Inspired Staples associates of all levels with visionary thought leadership on the next generation of Staples stores and services. Brought the cutting edge of experience design to Staples. Sought inspiration from business models outside of retail and identified areas of opportunity for future growth. Nurtured an environment of openness and experimentation. Shared insights through workshops, brainstorming sessions, 1x1 conversations and project leadership

As Associate Creative Director at Staples, I was responsible for brand management in a multi-channel retail company worth over $20 billion. Lead a creative staff of 24 designers and copywriter by providing insights into what motivates customers. Promoted an environment that encouraged open dialogue and collaboration; enabling the best creative solutions to come to life.

I lead a creative team, repositioning Staples brand products from a “private label” into “national brand.” Developed a packaging system that was comprehensive enough to cover the breadth of products offered by Staples yet flexible enough to account for the unique issues of each individual category. The design system included the implementation of unique, sub-branded categories and was adapted to European markets. Developed new process for creating packaging, including steps to clarify and validate product strategies

I founded Semaphore to provide design solutions for interactive media, print advertising, promotion and package design.

Designed web sites for b2c and b2b companies.

Package design for consumer goods. Interface design (pre-web).