BUILT NY
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
DESIGN DIRECTION
For nearly two decades, Built NY has offered hundreds of products designed for kids, adults and even your favorite fur babies. As it continues 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 was 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.
Madison Hydration Line Concept Inspired By 'The Park' VBL (Industrial Designer: Alex Geller)
Prospect Hydration Line Concept Inspired By 'Urban Jungle' VBL (Industrial Designer: Alex Geller)
What's next? An exploration of category expansion for Built NY
