Creative direction across POS, in-store merchandising, packaging, digital, and print collateral.

The core line runs 9 hero SKUs, with more than 20 limited-time flavors alongside it, a cadence that breaks most packaging systems. Prime also became an Official Partner of the UFC, signed Arsenal, and built endorsement programs with the LA Dodgers, Aaron Judge, Patrick Mahomes, Erling Haaland, Auston Matthews, Kevin Durant and more. Every one of them arrived with locked brand standards and a fanbase of its own.

The easy version of that work is a large photo of a famous person on a cardboard display. It sells the athlete, not the brand, and it turns Prime into whatever it happens to be standing next to.

So I built the collaboration system around a hard rule: Prime holds 75% of the visual focus, and no partner logo or name exceeds 35% the scale of the Prime mark. The collaboration story gets told everywhere except the logo lockup. Color carries the tone. Player numbers, tattoos, and iconic scenery do the recognition work. A fan knows exactly whose bottle they’re holding, and a shopper who has never heard of that athlete still sees Prime first.

Prime now sells in roughly 80,000 retail locations worldwide, with print collateral in the millions of units.

No two stores are alike. A flagship account takes the full grand display, a corner store takes a shelf talker and a cooler cling, and most sit somewhere in between with evergreen brand elements already in place. So the POS suite was built as a living ecosystem rather than a set of one-off pieces: every element holds on its own in a four-inch space, combines into a full floor program without collapsing into logo overload, and mixes with existing fixtures while still telling the campaign story.

That meant designing for execution, not for the comp. Field merchandisers and international distributors build Prime touchpoints without a designer in the room. The correct build had to also be the easiest one.