A packaging and retail system that gave a value brand the shelf presence of a premium one — across TVs, sound bars, accessories, PCs, and the store environments they lived in.
VIZIO built its name making premium technology affordable, sold through every major U.S. big-box retailer. The problem on the shelf was the same every season: dozens of SKUs across TVs, sound bars, cables, and all-in-one PCs — each launching on its own timeline — all needing to read as one confident brand, standing next to competitors with far larger production budgets.
The answer was never a single hero package. It was a system: a set of rules for type, color, imagery, and structure that any product could plug into and still look like it belonged to the same family.
I spent thirteen years inside VIZIO's Creative Services team, moving from graphic designer to art director to senior manager. I built and led the team — graphic designers, web designers, technical writers, and contractors — and set the SOPs that kept quality and output consistent while we launched 60+ TV and sound bar products a year.
The system shipped nationwide across the major U.S. retailers and held together across hundreds of SKUs and seasonal refreshes — the same brand voice on a $30 cable and a flagship TV. It let a lean team keep pace with a fast product roadmap, and gave a value brand the shelf confidence of a premium one at a fraction of the production time.