Developed and implemented a comprehensive packaging and marketing design strategy. Designed all product die lines from the ground up, collaborating closely with manufacturing partners to ensure full operational readiness before market launch. Directed the creative process for glove packaging, overseeing every aspect from conceptualization to final design, including visual aesthetics and copywriting. The projects represented a significant shift from Callaway’s traditional design standards. Each product was strategically crafted with a unique narrative to set it apart from competitors and establish a tiered positioning in the retail market, categorized as good, better, or best based on price point. Led the marketing design initiative for gloves, resulting in a market share increase from 10% to 16% after implementing the new marketing strategy.