Repositioning J&J through experiential retail
Environmental graphics, spatial storytelling, and a proof-of-concept prototype.
CLIENT
Johnson & Johnson
Sector
Health & Wellness
ROLE
Brand Designer, Environmental Graphic Designer (EGD)
Creative services
Spatial Design (retail, trade, signage) Event, Marketing Campaign
TEAM
J&J Marketing Team, Berlin & IDEO, Brand Strategy Team
INSIGHT
Legacy wellness products can struggle to stay culturally relevant in modern retail environments—especially in healthcare, where messaging can feel clinical, outdated, or emotionally disconnected.
CHALLENGE
Partnered with Johnson & Johnson’s Berlin marketing team to reposition legacy wellness products for a European audience by translating brand strategy into an experiential retail concept with clear, modern storytelling.
Key constraints
Designed for high-traffic retail visibility and fast comprehension
Developed for stakeholder alignment across marketing + strategy teams
Built for internal production handoff and repeatable rollout
OPPORTUNITY
This project created an opportunity to modernize how J&J communicates wellness in a physical retail context through:
Building a clear messaging hierarchy that makes product benefits easier to understand
Creating spatial brand moments that feel engaging, premium, and human
Using prototyping to align stakeholders and validate the experience early
OUTCOME
Designed immersive pop-up retail concepts with environmental graphics—delivering mockups, camera-ready artwork, and a proof-of-concept prototype presented to Johnson & Johnson’s CDO at Bikini Berlin.
MY CONTRIBUTIONS
Environmental graphic concept + messaging system development
Mockups and spatial visualizations for stakeholder review
Camera-ready artwork and organized handoff for internal production
DELIVERABLES
Environmental graphic concept + spatial brand moments
Signage + messaging hierarchy for product storytelling
Mockups / visualizations for stakeholder review
Camera-ready artwork packaged for internal production
RESULTS
Enabled faster stakeholder alignment through a tangible prototype experience
Delivered a consistent signage and messaging framework for product storytelling across the pop-up concept
Provided production-ready assets packaged for internal teams to execute and scale
REFLECTIONS
This project strengthened my ability to translate brand strategy into a physical experience through environmental graphics, prototyping, and messaging systems that align stakeholders. If expanded, I would extend the system into modular rollout guidelines for additional retail environments and campaign touchpoints.