BUILT NY
BUILT TO BE DIFFERENT
SCOPE OF WORK
Led a team of industrial designers in developing product lines for food storage, hydration items and pet products under the Built NY brand. Worked alongside business counterparts through all phases of design including research, concept, factory correspondence, production, and sample inspections. Contributions towards design initiatives resulted in $30 million dollars in sales in 2022 for all accounts.
RETAILERS
Costco | Target | Walmart | Amazon | QVC | Kohl’s | Wayfair | Bed Bath & Beyond | Meijer
THE DESIGN TEAM
Alex Geller, Ebony Riley, Gigi Ye
THE ROLE
Design Director
INSPIRED BY
THE CITY THAT NEVER SLEEPS
We infuse its energy, passion, and creativity into the stylish and protective goods we create. We think there’s no better place to do this than New York City. It dares you to be original and is also the epicenter of a matchless creative community. That’s why BUILT calls New York home. Our designs are based on simplicity, a passion for materials and a desire to make life easier
when on the go.
DESIGN DIRECTION
For nearly two decades, Built NY has offered hundreds of products designed for kids, adults and even your favorite fur babies. As we continue to grow, it’s important to remind ourselves of who we are as a brand, what we stand for, and what inspires us.
My mission is to push the boundaries of Built NY and explore areas of opportunities, while staying true to its ethos and brand DNA. This presentation highlights my process of gathering inspiration, conceptualizing visual design language, and exploring product ideas. This work was presented to the CEO, Division President, EVP of Design and Product Development. As a result, two lines of hydration products were developed.
Hydration Line Concept Inspired By 'Urban Jungle' VBL (Designer: Alex Geller)
Hydration Line Concept Inspired By 'The Park' VBL (Designer: Alex Geller)
DRINKWARE
The team was tasked to develop a full line of drinkware items for Walmart under the Built brand. We were challenged update the current product assortment by offering a cohesive line that is approachable and friendly while maintaining competitive price points.
Managed team members and projects to match strategic goals and maintain the visual brand language across product lines. Collaborated with various internal stakeholders. Utilized user and market research to identify and define new product opportunities. Led the design team through all phases of design including concept and ideation, quote and production drawings, presentations, and sample inspection and testing.
Cascade Hydration Line
Inspiration
Cascade Standard Mouth Water Bottle (BuiltNY.com)
Cascade Kid's Water Bottle (Walmart.com)
Cascade Kid's Water Bottle Features
Cascade Line Extension 2023
Bedford Dualid Water Bottle
Bedford Dualid Features
Silicone Straws
Silicone Straws
Proceeds go towards Water.org and helps provide 8 months of access to safe water
