Dollar Shave Club

Dollar Shave Club

VP Design

VP Design

DollarShaveClub_Cover

Becoming a complete grooming brand

Dollar Shave Club wants to help guys take care of themselves with everything they need for the bathroom, and more.

I joined the Silicon Beach startup to broaden the business and reach customers beyond razors. As head of design, I led creative design across the three areas of physical product, digital product, and brand identity—growing and maturing the end-to-end practice from Series C through acquisition.

Rings

We grew a handful of products into a comprehensive portfolio of personal care lines and accessories. The full catalog was made for market through an expanded family of digital products—from responsive dotcom and native apps through to rebooted content platform and customer service tool.

Effortless usability, high-quality execution, and a healthy dose of originality guided the work—to create a consistently compelling, customer-centric, brand experience.

DSC was named top U.S. disruptor in Siegel+Gale’s Simplicity Index, two years in a row.

DSC_PhysicalProduct

Physical Product

Physical Product

Physical Product

Brand new grooming lines, starter kits, gift sets, and a toiletry bag were designed from the ground up and introduced for market—with products regularly receiving customer review ratings of 4/5 stars and higher.

Starting with the unique product identity and finishing with the complete packaging system, we built in cross-category brand cohesion while keeping a balanced eye on cost-effective methods and materials.

Bathroom Minutes, a monthly print magazine sent to members, was completely revamped front to back, to support the broader grooming story and a growing circulation base in the millions.

Brand new grooming lines, starter kits, gift sets, and a toiletry bag were designed from the ground up and introduced for market—with products regularly receiving customer review ratings of 4/5 stars and higher.

Starting with the unique product identity and finishing with the complete packaging system, we built in cross-category brand cohesion while keeping a balanced eye on cost-effective methods and materials.

Bathroom Minutes, a monthly print magazine sent to members, was completely revamped front to back, to support the broader grooming story and a growing circulation base in the millions.

SpaBu
New
NEW
COMING SOON
A new personal care line
DR. CARVER'S
Shaving line with refreshed identity
WANDERER
Cleansing line for hair, face and body
BIG CLOUD
Skin protection line for face, hands and lips
BOOGIE'S
Hair styling line
DSC_TrialKit
TRIAL KIT
Bundled set of trial-size products
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GIFT SET
Boxed shaving set with seasonal gift wrap
DSC_HotelKit
HOTEL KIT
Starter shaving set in select hotels
DSC_Traveler
DSC TRAVELER
Toiletry bag with built-in razor storage
DSC_BathroomMinutes
BATHROOM MINUTES
Monthly content magazine
DSC_DigitalProduct

Digital Product

Digital Product

Digital Product

We transformed the dotcom into a mobile-focused and responsive, ecommerce, experience: continuously optimizing razor sign-ups while showcasing an increasing grooming product selection—including a revitalized Original Content area to engage minds.

New apps for iOS and Android devices launched alongside to bring a richer interface, seamless access, and newfound touchpoints to the Club.

Features were incrementally shipped and tested across platforms to ensure an enhanced, intuitive, and stable visit for members and guests alike.

We transformed the dotcom into a mobile-focused and responsive, ecommerce, experience: continuously optimizing razor sign-ups while showcasing an increasing grooming product selection—including a revitalized Original Content area to engage minds.

New apps for iOS and Android devices launched alongside to bring a richer interface, seamless access, and newfound touchpoints to the Club.

Features were incrementally shipped and tested across platforms to ensure an enhanced, intuitive, and stable visit for members and guests alike.

DSC_Dotcom
DSC_Funnel_Box
DOLLARSHAVECLUB.COM
Subscription sign-up flow and box management system
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STOREFRONT
Grooming products overview
DSC_ProductPages
PRODUCT PAGE
Details, benefits, reviews, usage, ingredients
DSC_BoogiesMatch_2
DSC_BoogiesMatch_1
DSC_BoogiesMatch_3_Top
3_relax_high_hold
DSC_BoogiesMatch_3_Bottom
DSC_BoogiesMatch_4_Top
6_relax_shade_high_shine
DSC_BoogiesMatch_4_Bottom
BOOGIE'S MATCH
Hair styling product guide
DSC_GiftTheClub
GIFT THE CLUB
Gift sets and e-gift cards
DSC_iOS_App
IOS APP
Best New Apps · Lifestyle
DSC_OriginalContent
ORIGINAL CONTENT
Editorial platform
DSC_Brain_Dashboard
DSC_Brain_NewOrder
BRAIN
Customer service tool
BrandIdentity_5x

Brand Identity

Brand Identity

Brand Identity

DSC’s design language centers on an inviting sense of place—familiar with honest materials, warm tones, and unexpected wrinkles of fun and whimsy.

We honed brand architecture, evolved and modernized style for consumers, and managed corporate identity for HQ and employees.

DSC’s design language centers on an inviting sense of place—familiar with honest materials, warm tones, and unexpected wrinkles of fun and whimsy.

We honed brand architecture, evolved and modernized style for consumers, and managed corporate identity for HQ and employees.

NoBSGuide_Cover
NO BS GUIDE
Brand, tone and style guidelines
Lookbook_Cover
LOOKBOOK
Product catalog
DSC_Lifestyle_3D
DSC_R&D_520x200
WorkOfArt_200x200
Butterfly_200x200
Dandelion_200x200
RednessBeGone_200x200
NoCrunch_200x200
Showerhead_200x200
PRODUCT ART
3D, illustration, animation
DSC_SpringApp
SPRING APP
Product photography
DSC_OC_Art
ORIGINAL CONTENT
Art guidelines
POP-UP CART
The Grove
SnacksOnSnacks
ShaveBack
WifiCard
EmailSignature
GoldenTicket
hamster
Package
Flagship
Exec
GBTW
Unilever Van
DSC_Logo