Glad

Pitched brand platform

2025

fcb chicago

For this brand platform project, I developed a modular design system for Glad centered around the campaign: “Ditch the Madness. Find Gladness.” My goal was to build on Glad’s iconic branding—amplify the recognizable Glad yellow, introduce a more expressive typeface, and pair it with playful, lifestyle photography that brought energy and relatability to the concept.

Rooted in strategy, the design focused on flipping the script on waste by highlighting the innovative features that make Glad products stand out—like ForceFlex technology to prevent rips, fragrances to mask odors, and vibrant-colored bags that turn a dreaded chore into something a little more bearable. The result was a system that recognized trash as part of life—but not the center of it. While the client didn’t move forward with our companies pitch, I’m proud of the work and the thoughtful, strategy-led visual direction I created.

Platform headline lockup

For the “Ditch the Madness. Find Gladness.” platform line, I created a custom headline lockup that visually reinforces the campaign’s message. I placed “Ditch the Madness” into separate graphic shapes, symbolizing pieces of waste being tossed out. The word “the” is intentionally tilted, giving the impression that it’s been thrown away—adding a touch of playfulness and reinforcing the idea of letting go of the chaos.

The Trash Bag as a Design Element

I explored how to make the trash bag itself a core, ownable graphic asset within the brand system. By adding the iconic tied top of a trash bag to a bold, solid shape, it instantly became recognizable as a visual shorthand for the product—a modular form that could adapt across applications while staying rooted in Glad’s identity.

These shapes were designed to flow naturally with imagery, reinforcing the idea that trash is part of daily life, but doesn’t have to dominate or disrupt it. I allowed the bags to shift into different geometric forms, subtly nodding to Glad’s ForceFlex technology and product versatility. Adding vibrant color treatments echoed the brand’s real product offerings.

Paired with lifestyle photography—people enjoying life, taking deep breaths, or simply living without worry—the system communicated a world where waste doesn’t get in the way. I kept the overall look minimal, streamlined, and just a touch playful, ensuring the design felt approachable while staying true to the core strategy of transforming the unpleasant into the empowering.

expanding the system for press’n seal

To test the flexibility of the modular system, I was asked to extend the design approach to their Press’n Seal product. While staying true to the core platform, I made a few thoughtful adjustments to ensure the system felt appropriate for this distinct product category.

A key visual element was a graphic shape inspired by Press’n Seal itself appearing to be rolling out of the product packaging. Featuring serrated edges that reference how the wrap is used and removed. With it being slightly transparent, we can see how it’s meant to lay over and protect food. The imagery remained vibrant and slightly playful, consistent with the broader system, allowing the extension to feel seamlessly connected yet purposefully distinct.

typeface Selection

As part of evolving the Glad brand system, I made the decision to shift the headline typeface from Poppins to MD Nichrome—a typeface with much more personality and presence. Inspired by sci-fi paperback covers from the 1970s and 80s, MD Nichrome felt like a natural fit. Not only because of its distinctive, confident energy, but also as a nod to Glad’s founding year, 1978.

The typeface strikes a balance between retro charm and modernity. Helping the brand feel fresh, joyful, and self-assured; setting it apart from competitors like Hefty and Kirkland, whose branding often feels more conventional. MD Nichrome gave the system a unique voice, adding character without sacrificing readability.