Jon Fehrman

Scotts Branded Products and Packaging - Design lead for the Scotts Brand, which included Spreaders, Bird Food and Landscape Mulch.
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Scotts Turf Builder - Turf Builder was repositioned to support a nutrition strategy, moving away from a problem-solution strategy. Consumers were more likely to feed regularly to support the needs of individual grass plants and protect against future problems (health) versus fertilizing for a green manicured yard (unattainable). The design strategy supports the new positioning and gives it a more modern visual appeal through typography, imagery and simplicity.
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Scotts 2in1 reseeding mix - 2in1 is a new product initiative. Seed and Fertilizer combined into one product, for an easy one step application. The design needed to separate itself from the base sku line of 60+ sku's yet maintain core attributes. Scotts Turf Builder hierarchy and the white equity was consistent with other base grass seed sku's. Strong horizontal elements, grass visual, and powerful 2in1 name helped set it apart as a new and different grass seed offering.
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Scotts EdgeGuard - In Collaboration with the Engineering Department, Developed the EdgeGuard’s design details including the hubcap, paint scheme and logotype. Directed the design and development of the display graphics and promotional materials.
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Scotts Spreader Revitalization - Led the design, development and implementation initiative for Scotts spreaders, including product graphics, on-spreader “dashboard”, hi-liting the directions and the new EdgeGuard feature. Managed all print executions with the launch of the “Basic”, “Standard” and “Deluxe with EdgeGuard” spreaders.
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NatureScapes Mulch - 2nd generation NatureScapes Color Enhanced Mulch. Strong color coding, premium extendable brand unit. 3 key benefits prominently displayed. Mulch is a commodity product and these value added products provides unique benefits for consumers. Managed 1st generation, 2nd generation, multiple sizes, and retailer exclusivity. Trading consumers up from bulk or opening price point is a business strategy that has been successful for Scotts.
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Scotts Songbird Selections - Regional blends - Regional specific launch for the Midwest, Northeast, Southeast, Southwest and West. Integral to the design and execution of the photo realistic bird Illustrations, Scotts Design Group challenged Illustrators to develop birds to have unique, personable and ownable poses. This strategic design influence gave Scotts a competitive advantage over the competition. 20 sku's in all were developed and implemented using a delineation strategy.
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Scotts Songbird Selections - First value-added bird product with considerable R&D behind the formula's that proved to attract up to 2X more birds. Convenient press-to-close packages, premium design and attention getting claim. Bird Illustrations were strategically designed as own-able brand assets. Significant development and implementation work for secondary packaging, displays, point-of-purchase and other brand initiatives in the support of the launch.
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