overview
Reef Cleaning Company is a premium eco-friendly cleaning solutions brand requiring a sophisticated, minimalist visual identity that could command attention in both direct-to-consumer retail and high-stakes B2B industrial environments. I served as Senior Brand & Visual Designer for marketing initiatives, leading the complete brand, packaging, and digital design & production effort in collaboration with Kyle Lamar; refining brand and design direction and creating a system spanning over 100 SKUs across retail and industrial lines, from brand guide systematization through cross-border production.
Challenge
The brand needed to signal luxury and environmental responsibility simultaneously; appealing to discerning Amazon shoppers while also convincing procurement teams at major industrial corporations and factories to switch from conventional chemical suppliers. Existing materials lacked cohesiveness and consistency to compete in either arena, and the company faced complex production challenges across US and Chinese manufacturing facilities affecting the look of the product.
Results
The refined system positioned Reef Cleaning Company as a leader in premium eco-friendly cleaning; elevating brand perception across both consumer and industrial channels, supporting retail growth on Amazon, enabling successful sales conversations with major corporate and factory accounts, and ensuring flawless execution across international manufacturing partnerships.
Approach
I've built on a restrained, elegant design language rooted in minimalist principles: generous whitespace, refined typography, a muted natural color palette, and subtle eco-conscious cues. Every element was designed to feel premium; because sustainable should not mean austere.
I carried out competitor research to identify best practices and standards in the market, outlined photography direction for product and lifestyle shoots, and designed brand booths and merchandise for trade show presence. I also managed talent acquisition: sourcing and overseeing videographers and motion designers, while handling project task hand-offs, quality checks, and ensuring final deliverables met technical and brand standards.
For retail, the focus was digital shelf impact: product mockups and compositions optimized for Amazon, where clarity and perceived quality drive conversion. For industrial, the strategy shifted to authority and trust: custom sales presentations and pitch decks tailored for large corporate and factory audiences, emphasizing technical performance, compliance, and environmental stewardship.
Legal & technical compliance
Proof-read files and legal documents, ensuring compliance across labels and technical documentation
Deliverables
Packaging designs
Custom eco-conscious packaging with precise dielines: retail bottles and pouches designed for unboxing appeal, industrial formats optimized for bulk handling and warehouse efficiency
Printed labels
100+ individual label designs maintaining visual cohesion while accommodating SKU-specific regulatory and technical data
Realistic product mockups
High-fidelity compositions for Amazon listings, digital advertising, and wholesale catalogs
Cross-Border Production Management
I tackled complex challenges emerging from cross-border manufacturing between the US and China. This included adapting files to Chinese printing standards, establishing a unified color system approach across both territories, and ensuring consistent output quality, preventing color drift and maintaining brand integrity regardless of production location.
Sales presentations
Custom-built pitch decks for large industrial corporations and factories, translating complex technical specs into compelling, visually refined narratives
Retail website design
A bespoke e-commerce experience designed in Figma, clean, intuitive, and elevated, supporting direct consumer shopping with premium UX.
Photography & motion direction
Outlined photography direction; managed videographer and motion design talent, including project hand-offs and quality control
Industrial website redesign
An improved, sophisticated web experience for the industrial division, unifying content and information structure and hierarchy, simplifying navigation, introducing clean textual components, and ensuring technical data compliance across platforms.
Before (left) /After (right)
Industrial Product Catalog
I designed a comprehensive industrial product catalog that served as a cornerstone sales tool for factory and corporate procurement teams. The catalog organized over 50 industrial SKUs into clear, scannable sections, featuring technical specs and application guides. Layout prioritized functional clarity without sacrificing the brand's refined minimalist aesthetic: clean grids, restrained color coding by product category, and product mockups against neutral backgrounds to emphasize formulation transparency.
event designs
Trade show presence: Designed brand booths and merchandise for industry events, ensuring cohesive physical brand experiences
