First Aid
Turning first aid into an evolving design system. Rather than treating packaging as something static, Welly approaches it as an evolving collection. Through annual product launches, artist collaborations, and innovation-driven concepts, we continuously reimagine what first aid can look and feel like.
The opportunity was to treat first aid as an expressive, ever-changing platform. Each year, new designs needed to feel fresh and culturally relevant, while still reinforcing Welly’s core identity and expanding how the brand shows up across different moments of care.
I led the creative strategy and direction for Welly’s annual product refreshes, developing concept territories, visual systems, and innovation-led design approaches across bandages, kits, and emerging product formats. This included defining new style directions based on cultural and design trends, guiding artist and illustrator partnerships from around the world, and designing in-house when appropriate. Each concept balanced a clear use case with a distinct visual world, from glow-in-the-dark and color-changing bandages to character-driven collections and performance-based products.
Beyond visual design, I helped establish a scalable system for how first aid products are conceptualized, designed, and brought to market—ensuring consistency across tins, refills, kits, and future formats while allowing for creative range within the portfolio. Supporting assets, including motion and product render animations, were developed to better communicate product features and bring innovation to life in digital and retail environments.
This work transformed Welly’s core products into an ongoing source of excitement and differentiation, reinforcing the brand’s position as a leader in design-led first aid while continuously expanding what the category can be.