McAfee
Consumer and Enterprise Packaging
MetaDesign, San Francisco
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McAfee is the world’s largest dedicated security technology company and approached MetaDesign to reinvigorate the packaging system and to express the company’s mission: liberating consumers from worry about PC threats.
The change from point products to comprehensive solutions was a strategy that moved away from literal metaphors towards a more emotional connection to the audience. I directed the team with the design of a unique, easily identifiable family of product packages differentiated through proprietary photography applicable to both consumer and enterprise. A total of thirty-two packages were created including multiple bilingual for Canada and Europe for consumer and enterprise
All package concepts were subjected to qualitative testing in the United States, Europe and Asia.
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Team
Jane Brown, Creative Direction
Karen Sivak, Project management
Sean Ketchum, Strategist
Scott Hammond, Packaging designer
Dante Carlos, Design
Jeff Allison, Production
Bill Hill, Advisor
Photography: David Martinez
