Dynex, Best Buy’s private label for computers and electronics, needed a new look and feel to better engage customers and build trust and quality. This was a contest-based assignment open to various design entities. Among many submissions, one of my three concepts received the most accolades from stakeholders and focus groups, ultimately winning the project.

As a result, Whiteboard Agency secured the largest account and a multi-year engagement to design Dynex product packaging. My work involved creating original concepts and presentations, developing the Dynex brand identity system and standards, establishing packaging standards and mockups, designing a line of Dynex packaging, directing and overseeing brand compliance.

Deliverbals

• Conceptual graphics
• Dynex product brand design iterations and mockups to test
• Dynex brand identity standards guidebook
• Designs of packaging for Dynex product line

• Identity