Concepting:
Where Strategy Meets Imagination
When Swingline challenged us to reinvent their brand, we saw an opportunity to turn a common desk item into a symbol of personality and modern style. I led the ideation on a series of bold concepts that repositioned the stapler as more than just a tool—it became a statement piece. Through nine distinct creative directions, we pushed Swingline from stationery to swinging, emphasizing form, function, and flair. The work was unexpected, playful, and strategically grounded in design thinking, giving the brand fresh momentum in a crowded category.
Beltone came to us with a challenge: launch their most advanced hearing technology to date while breaking free from the dated visual language of the industry. We leaned into the emotional resonance of the product’s name—Promise—and built global print concepts that spoke to trust, transformation, and quality of life. I guided the development of campaign themes that felt human and hopeful, moving beyond clinical conventions to something far more compelling. The result: bold visuals and messaging frameworks that worked across markets and cultures while staying anchored in empathy.
Binosto was entering a tough market with a remarkable innovation—the first effervescent osteoporosis treatment in a buffered solution. Our goal? Help them make a splash. I led the creative exploration on how to present this new product as a lifestyle-forward alternative to traditional pills, one that felt approachable, flavorful, and easy. From the outset, we treated the campaign more like a wellness launch than a pharmaceutical ad. The result was a series of vivid, women-focused concepts that captured ease and elegance, with a tone more aligned with self-care than clinical compliance.
Helping brands cut through the noise with clarity, creativity, and purpose.
© 2025 Gary Carbon. Let’s build what’s next.