AUTOMOTIVE
Designing the Edge Drivers Rely On
Led the design of AutoZone's Edge High-Performance battery line, the top-selling private-label automotive battery. Owned the product from concept through launch, balancing cold-cranking performance, durability, and manufacturability to deliver a battery that outsold national brands at a fraction of the marketing spend. The result: a private-label product trusted by millions of drivers and a benchmark for value-driven engineering in the automotive aftermarket.
Prestone — Pour On the Power, Skip the Funnel
Redesigned Prestone's flagship Fuel System Cleaner, engineering a self-pouring bottle shape that eliminated the need for a funnel and poured cleanly and directly into the gas tank — paired with a full shrink-sleeve design executed over complex bottle geometry. The redesign turned a routine maintenance product into a standout on-shelf, improving usability at the pump without adding cost or complexity to manufacturing.
From Pitch to Program: Reconditioning America's Tactical Fleet
Program Management, Contract Strategy, Executive Presentation & Video Production
When Safe Ports set out to win reconditioning and repair contracts across multiple branches of the U.S. military, the challenge wasn't capability — it was proof. I led the full contract pursuit and program strategy, then built the presentation and video content that made the case: clear, credible storytelling that translated complex mechanical and logistics capability into a narrative military decision-makers could act on with confidence. The result was a winning contract award and a program built to deliver on it — from the pitch room to the shop floor.
Bosch — Utility, Packaged to Perform
Designed the packaging system for Bosch's oxygen sensors and cabin air filters within its premium aftermarket line, developing custom illustrations and photography to bring technical, utility-driven products to life on shelf. The work translated complex automotive components into clear, confidence-building packaging for DIY and pro installers alike.
XTR Edge Premium Wiper Blades — The Clear Leader in the Category
Designed the packaging for XTR Edge, Ezon Automotive's top-selling wiper blade replacement line sold through AutoZone, elevating a commodity category into a premium on-shelf presence. The result: the #1 selling wiper blade replacement in AutoZone stores, driven by design that gave drivers a clear, confident choice at the shelf.
VP Racing Fuels — Designed to Own the End Aisle
Created the full VP Racing Fuels chemical product line for Coastal Unilube, sold nationally through AutoZone, O'Reilly Auto Parts, and Parts Plus. The line's packaging design drove strong enough sell-through to earn premium end-aisle placement across retailers, turning a chemical category into a top-selling retail destination.
Race-Ready Merchandise
Jimmy Dean / NASCAR Winston Cup Series
Speed demands precision — so does branded merchandise. I managed the merchandise program for the Jimmy Dean Racing sponsorship of Derrike Cope's #30 Pontiac Grand Prix in the Winston Cup Series, handling design direction, vendor management, and production across apparel, hardgoods, and collectibles.
Parts Plus — A Universal System for a Growing Product Line
Designed multiple parts and chemical product lines for Parts Plus, including the oil and lubricants line manufactured by Coastal Unilube. Selected as keynote speaker at Parts Plus's national sales conference to unveil a new universal packaging design program, setting a unified visual system across the brand's full product range.
Friction Master & Fade Free — Braking Records, Not Just Pads
Designed Friction Master and Fade Free, Ezon Automotive's top-selling replacement brake pad lines sold through AutoZone, generating $300M in sales within the first two years. The packaging and product design combined stopping-power credibility with shelf standout, turning a commodity category into a category leader.