Creating a Unified Design System for Dirt Devil
A full-spectrum brand language for handhelds, uprights, and quick-cleaning systems—built to express clarity, cleverness, and consumer rapport.
Developed visual language: Lines of Power, Layered Forms, red CMF ownership
The EBL became a shared language across all design teams—bridging industrial design, marketing, and product development. It enabled faster launches, stronger retail cohesion, and a deeper emotional connection with Dirt Devil’s core user: the time-stretched home multitasker.
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(2016-25©)
