THE TRAILBLAZERS INNOVATION TEAM AT CLIF BAR WAS GIVEN A HEADY ASSIGNMENT: TO EXPAND THE CLIF BRAND BEYOND HUMANS AND INTO AN EMERGING MARKET FOR PETS. OUR SMALL BUT MIGHTY CROSS-FUNCTIONAL TEAM FOLLOWED THE ORDERS WITH GUSTO, DIVING DEEP INTO CONSUMER PROFILES AND RESEARCH. WITH TIME, WE FOUND A BREAKTHROUGH PRODUCT OFFERING THAT COULD FIT WITHIN CLIF'S EXISTING BRAND EQUITY: DOG TREATS. MY ROLE WAS TO BRING THAT STRATEGY TO LIFE WITH AN IMPACTFUL PACKAGE DESIGN, A COMPELLING STORY, AND A BEVY OF SUPPORTING PHOTO AND VIDEO BRANDING ELEMENTS FOR PRINT AND WEB.