Live clean.
Transforming the laundry experience
Overview
Laundry has transformed from primarily organic fibers like cotton and wool to synthetics and synthetic blends – things like polyester, spandex, nylon, and much more.
Challenge
Creating a disruptive product, brand, and messaging in a laundry market that’s fully saturated with major, massive corporations dominating the playing field.
My role
Chief Creative Officer
- Brand design
- Product design
- UX/UI design
- Promotional design
Research
Multiple focus groups, surveys, and customer feedback revealed important takeaways.
It turns out that users don’t know what ‘clean’ really is. Thanks to decades of misleading marketing, they’ve been led to believe a pleasant fragrance means their clothes are clean. But that fragrance just hides the smell and the bacteria still trapped in the fabric.
Fitness is trendy.
Fitbit, Apple Watch, workout lists, yoga (and its many variations), the rise and fall of exercise regimens… All of these focus on wellbeing and fitness, and they’ve become major influences on culture and style.
People love their activewear.
From leggings and yoga pants to thermal and moisture-wicking fabrics, consumers are enamored with the trend of comfortable, fashionable, ‘hi-tech’ clothing. The category is projected to be worth 157 billion USD by 2024. These synthetic fabrics are lightweight, flexible, and often expensive.
Laundry has a dirty secret.
Misinformation has taught users that the problem is with them. They put on activewear and only minutes later, it starts to stink. The reason? Traditional laundry detergent only masked the stink with a fragrance. When the fragrance wears off, the stink comes back.
Define
Get your gear in shape.
One of our cofounders was a professional athlete. This gave us a unique origin story:
He knows what it means to sweat.
He noticed that his apparel and tech gear would still stink, even after they had been washed. He searched for a solution and partnered with scientists in the cleaning industry to come at the problem from a different angle. And that’s where HEX Performance was born.
Instead of relying on old methods to clean new fabrics, HEX started from scratch to develop the best clean for today’s active wear. 
The result is an evolved science that works on all fabrics, delivers a better cleaning experience, proactively protects fabrics against future stink and stains, and offers a host of extra benefits. It could be the biggest breakthrough in laundry cleaning in decades.
Ideate/Test
Years of design iteration, evolution, and improvement.
We developed marketing campaigns, a full e-commerce website (and multiple major overhauls), B2C & B2B pitches, packaging designs and redesigns over the years – always going after consumer and retailer wants and needs. Through this process, we learned something very important.
(Re)Define
Everybody sweats. Everybody does laundry.
This isn’t a sports detergent. This is a detergent meant for everyone – for humans who sweat. We pivoted our design style to appeal to a much wider market and developed a persona to match the people with household shopping power:
Sarah is a busy mom.
Sarah is an affluent millennial with an active household. Her kids play sports, she does yoga with her friends, and her spouse goes to the gym. She loves activewear, and she shops at stores like Target and Wegmans. She doesn’t have time to wash and rewash her family’s laundry if it doesn’t come out clean the first time.
