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.
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.
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.
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’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.