Industry: Appliance & Outdoor Grilling Products | B2B & B2C | Southern California
AT A GLANCE
Helped reposition NXR from a factory-led product line into a consumer brand that major retail buyers could see succeeding on their shelves—strengthening its visual identity, perceived value, and sales presentation for Costco, The Home Depot, Lowe’s, and other national retailers.
Over time, the relationship grew into long-term Creative Director and brand stewardship as NXR expanded its products and retail presence.
KEY CONTRIBUTIONSTHE TAKE-AWAY
More than a decade with DURO taught me that brand growth is rarely a straight line. Strong creative can open doors, but sustaining growth depends just as much on communication, adaptability, and solving problems with the resources available.
• Helped transform NXR from a factory-led product line into a retail-ready consumer brand, rebuilding the identity, packaging, and presentation around an “Affordable Luxury” position.
• Used research, consumer feedback, and firsthand understanding of the big-box customer to shape product positioning, perceived value, and how NXR communicated quality at an attainable price.
• Helped translate products from engineering into real-world consumer experiences—providing feedback on use, presentation, photography, video, and the features customers actually needed to understand.
• Developed retailer pitch systems—including decks, plan-o-grams, product imagery, and sales materials—supporting expansion into Costco, Lowe’s, The Home Depot, Bass Pro Shops, and other national retailers.
• Built visual systems for NXR and retailer-exclusive product lines, spanning packaging, lifestyle photography, video, labels, and retail-specific identities across multiple applications.
• Directed DURO/NXR teams alongside my own scalable creative teams, helping maintain a competitive retail presence year after year as the company expanded it's physical operation.
More than a decade with DURO taught me that brand growth is rarely a straight line. Strong creative can open doors, but sustaining growth depends just as much on communication, adaptability, and solving problems with the resources available.
Exclusive Branding & Package Design Eco-Systems
Client: The Bass Pro Shop
Costco Exclusive Product Video
Producer / Director & Editor / Motion Graphics
The Bass Pro Shop Exclusive Product Video
Producer / Director & Editor / Motion Graphics
LIFESTYLE PHOTOGRAPHY
Director, DP, Editor: Photoshoot and food styling direction with intended applications: packaging, marketing materials, web assets, e-com listings (photos by Baron Norris)
Director, DP, Editor: Photoshoot and food styling direction with intended applications: packaging, marketing materials, web assets, e-com listings (photos by Baron Norris)
Exclusive Branding & Package Design
Client: Include Costco
Exclusive Branding & Package Design
End Client: Costco & The Bass Pro Shop
