Protect what is recognizable.
Use the brand’s established confidence as a foundation rather than decoration.
Brand + Digital / Grooming
Baxter of California
Modernizing a California original.
More than five years of work across e-commerce, brand initiatives, consumer products, point of sale and advertising—built around a grooming brand with heritage and a distinct point of view.
The original since 196501 / Challenge
Honor the heritage. Keep the brand moving.
The work needed to feel unmistakably Baxter across a growing set of digital, retail and product touchpoints.
Make products easy to choose.
Bring hierarchy and utility to an expanding grooming assortment.
One voice across channels.
Connect digital, CPG, retail and campaign work through a consistent visual language.
02 / Work
One identity, every touchpoint.
I worked with Baxter of California for over five years, producing multiple web and e-commerce projects, branding initiatives, consumer packaging, point of sale and advertising.
Outcome
A long-running creative partnership connecting brand character with practical commerce.Baxter of California / Five+ years of work
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