“The job of the designer is to make things understandable, usable, accessible, enjoyable... important to a public, that involves the public.”
— Paula Scher
Paul Tazewell Design
Transformation
Throughout my career, I've partnered with brands poised at the precipice of transformation — embracing a new voice, revitalizing their brand direction, or boldly redefining their market presence. My approach is rooted in deliberate and dynamic strategy, ensuring that each evolution is not only impactful but resonates deeply with consumers. The objective is to craft moments that command attention, ignite imagination, and drive meaningful engagement that culminates in conversion. These are the hallmarks of a successful brand reinvention, and the cornerstones of the narratives I help to shape.
S’well
When I first joined S’well, I couldn't have imagined the extraordinary journey that lay ahead. Sarah Kauss envisioned a storyteller who could elevate her brand to a new echelon of luxury. Embracing the trust and opportunity she bestowed upon me, I recognized the potential to transform a brand on the cusp of global acclaim—one that championed hydration and environmental stewardship.
We embarked on a mission to turn the humble water bottle into an object of desire—an indispensable accessory for daily life and fashion. Our goal was clear: to make S’well an essential, cherished part of your routine and style.
The campaign and partnership initiatives often stemmed from the brand's widespread appeal and admiration. The brand boasted an iconic partnership with Starbucks and collaborated with esteemed fashion houses, influencers, environmentalists, and humanitarians.
These collaborations yielded exquisite designs, complementing our fashion focused collections that adorned the shelves of premier department stores worldwide. With each partnership, S'well continued to blend function with fashion, hydration with sustainability, aligning with like-minded changemakers to rid the world of plastic water bottles.
Womaness
Joining the team during a pivotal moment of transformative change, we aimed to shift societal views on women experiencing perimenopause and menopause. With just a initial style guide and our inaugural photoshoot in hand, I spearheaded the Creative team, orchestrating impactful digital campaigns and dynamic in-store and on-site engagements. Product by product, Womaness has been steering the conversation, encouraging women to consider their healthcare through a more contemporary lens.
