After six decades as a leader in home fire safety, First Alert’s visual identity had grown outdated and fragmented, contributing to a decline in retail sales. After their rebranding, I collaborated with the brand to lead a full-scale packaging and retail overhaul. Using consumer insights as our foundation, we developed a bold new visual system that simplified product messaging and created a cohesive, intuitive experience across all packaging and retail touchpoints.

The outcome was a revitalized identity that respected First Alert’s heritage while aligning with their new brand image.