Post-it Notes are a ubiquitous office implement the world over. But with the ascendence of digital solutions for analog tools, how could the brand stay relevant, especially among younger customers? At Zeus Jones, I was a part of a team that answered that problem by focusing not on product benefits, but on the people who use them. We worked to establish a suite of product platforms based on actual customer needs, like collaboration, organization, and education. During my time with Post-it, I worked on two projects that received additional funding midstream (unheard of at 3M), and I helped craft the brand's response to the Post-it War, a global phenomenon that ultimately earned the brand 700 million impressions.
My role included:
-Ideation and concept development across brand platforms.
-Web articles for several creative executions.
-Influencer research and outreach.