Sharp Retail Print & Packaging Transformation
Strengthening Sharp’s Print and Packaging Presence
Elevate and unify the print, packaging, and in-store communication materials for Sharp appliances. The brand lacked a cohesive system for communicating product value across retail, trade shows, and consumer touchpoints. While strong product information existed internally, it was fragmented and inconsistently presented, making it difficult for sales teams, retailers, and consumers to quickly understand key product benefits.
Retail collateral was limited or outdated, trade show materials were minimal, and packaging relied heavily on dense text rather than visual storytelling. Important initiatives such as rebate programs, product registration, and review generation were underutilized due to low visibility. Additionally, packaging was not optimized for bilingual retail environments, limiting accessibility for Spanish-speaking consumers in major national retailers.
The opportunity was to create a cohesive print and packaging ecosystem that elevated the brand’s premium positioning while improving clarity, engagement, and usability across every consumer and retail touchpoint.
Creative Direction & Print Ecosystem Development
I led the development of a more cohesive print and packaging ecosystem for Sharp Corporation, working cross-functionally with product, legal, and sales teams to improve how product information was communicated across retail and marketing channels. I began by developing a comprehensive product catalog that served as the foundation for additional collateral such as brochures, one-sheets, and retailer-facing materials, creating a more streamlined and consistent system for product communication.
In parallel, I helped design programs that encouraged product registration and reviews by introducing in-box inserts and point-of-sale materials that clearly communicated the benefits of post-purchase engagement. I also partnered with Sharp’s internal printer division to transition much of the print production in-house, improving efficiency while reinforcing the brand by highlighting that the materials themselves were produced using Sharp printing technology.
Additionally, I helped guide the redesign of packaging and retail materials to better emphasize key product features, simplify information hierarchy, and introduce bilingual messaging to better support national retail partners such as The Home Depot and Lowe's.
Improved Packaging, Performance, and Brand Visibility
The new system significantly improved retail and sales support materials while strengthening Sharp’s premium brand presence. Product registration and reviews increased through targeted inserts and engagement strategies. Print advertising received industry recognition, including the Baxter Research Center Advertising Excellence Award, and updated packaging improved shelf presence and accessibility. Products featuring the new packaging sold out within their first month of release, demonstrating stronger consumer engagement and retail performance.
Creative Direction/Strategy: Thomas Gerbasio
Copywriting: Thomas Gerbasio, Zachary Jaglowski
Creative Production: Thomas Gerbasio, Zachary Jaglowski, Christine Galvez
Print Production: Stu Landau, Marc Davis