EXECUTIVE DIRECTOR OF CREATIVE INNOVATION, CSB, NEW YORK NY
With three decades of brand identity and packaging experience, Sarah brings a range of skills to her role at CSB. As a leader, designer and collaborator, Sarah works with a range of tools to clarify each assignment and inspire creativity throughout CSB’s dynamic team, encouraging unique ideas. She has led a range of projects for challenger and legacy brands, from X2 Energy to SweeTarts candy and Poland Spring water. Most recently, she had the privilege of partnering with BKLYN Body to lead a redesign of their skincare packaging. Sarah believes there’s something special about creating emotional connections with an audience through visual language, to create a long-lasting, meaningful identity.
CSB (Cornerstone Strategic Branding for the OG’s), located in NYC, has been designing for established and emerging CPG brands since 1991. We are a fully independent, woman-owned company that translates business goals into captivating visuals that truly connect with consumers and grow sales. As an integrated team of experts, CSB provides an A-Z of brand design services through brand strategy and creative, to pre-print production, that gives brands center-shelf power to stand out.
As we pivot into a post-pandemic era marked by societal challenge and change, are you optimistic about the future of Graphic Design to support and shape commerce, culture and causes? Why do you feel the way you do? Are you optimistic about the future of your own firm?
I feel graphic design is more important than ever. At CSB, we’ve broadened our creative services for an online world. We’ve expanded brand identities beyond packaging to websites, mailer kits and online images. This allows our brands to have the same design expression across touchpoints while building upon the learning we already have. No need to brief another team! As a company, we have a flexible office space and are a balance of remote and onsite work to balance our client’s and team’s needs.
We are seeing an increased focus on Package Design to advance the brand, tell the story, amplify the experience, forge an emotional connection. Do you agree with this observation and, if so, what advantages does packaging have over other graphic communications?
As products become similar, packaging plays a stronger role. We’ve worked hard on our brand identities to use unique elements and convey brand values to stand out. As a packaging designer, I see design as critical for DTC brands to connect meaningfully with consumers. Since we have fewer inperson events, design can provide a personal connection through positive messaging and uplifting elements. When DTC brands follow the trend of moving to brick-and-mortar, like Allbirds or Bombas, the store identity builds outwards from the packaging. Peach pink Glossier stores, or blue and white Casper interiors show this well. Regarding sustainability, we’ve noticed clients across categories moving to aluminum structures, which are recycled at far higher rates than glass or plastic (63% vs 33% for PET plastic bottles). We’re happy to see this shift in a positive direction.
