When I first stepped in, the challenge was to move away from fragmented, one-off designs and toward a cohesive global packaging system. It was incredibly rewarding to strip the brand back to its core elements, the iconic yellow, the deep premium black, and the rugged “Adventure Further” spirit, and then build a standard that worked across hundreds of SKUs. I wanted every box, whether it held a massive light bar or a tiny wiring harness, to feel like part of the same high-performance family.
Date: 2026