The portfolio of wes stäbler
As Creative Director for MYCOCIDE, I led the marketing team, which consisted of a Senior Developer and her team, an SEO Expert, a Videographer, a Social Media Content Creator, a Copy Writer, and the occasional intern.
I developed strategies to modernize the company’s visual identity, and elevated the product packaging to industry standards, while following the FDA's strict compliance guidelines to develop a packaging design system that resonated with their target audience.
To transform an outdated brand with a hurting reputation into a respected name in the industry by addressing foundational obstacles head-on.
When I stepped into my role as Creative Director, MYCOCIDE's public perception was sub-par. Visually unappealing products and scathing customer reviews on Google and Amazon were hurting the company.
The brand needed a complete overhaul, but leadership was resistant to change. It can be difficult to get FDA approval for label changes and staying in compliance can be tricky. However, it would be well worth the effort to become a national brand.
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While the company grew by leaps and bounds since I started as Creative Director, I was met with resistance every step of the way. Leadership had a hard time letting go of old habits, and I can't help but think the company would be much further along if the owners put more trust in the experts they hired. In the end we separated amicably, citing "creative differences."
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If you have any feedback, questions, or pointers, I'm all ears! Feel free to discuss this project or anything else you've seen on this site.
