Sharpie | S•Gel

Introducing the new Sharpie S-Gel — the power of Sharpie, now in a gel pen.

Recognizing a gap in the gel pen market, the business began developing the S-Gel, and my team and I were tasked with creating a new Visual Design Language (VDL) that aligned seamlessly with the core Sharpie brand. By emotionally anchoring the S-Gel brand in the consumer’s mind, we elevated its perceived quality and strengthened overall brand perception.

Launched amid the challenges of the Covid-19 pandemic, the S-Gel exceeded expectations in its first 10 months, which is a true testament to the success of our strategic design approach.

Design focus and communication with key drivers:

Differentiation from the Core Brand
Innovation
Modern
Stylish
Bold