The Path to Packaging Success
Planting the Seeds of Brand Possibility
CULTIVATING THE POSSIBILITIES
The history of SnapDragon.
Hugh Montgomery founded HMS Design 25 years ago and grew it into a small but mighty package design firm in Fairfield County, CT known for a crafted, thoughtful aesthetic and quick turn around time.
Hugh recognized a shift in the business landscape, and in 2017, brought industry-leader Elle Morris in to transform HMS’s agency model and sell her the firm.
Within two years, Elle successfully expanded HMS’s strategic offering — leading strategic branding initiatives for H.P. Hood, Blue Diamond Growers, Hain Celestial and Strength of Nature — while adding a global network of resources she acquired throughout her career.
SnapDragon was born when Elle purchased the assets of HMS Design in July 2019. Hugh is retired and enjoying life with his wife, Callie, and their family.
FOUNDING SNAPDRAGON WAS ABOUT DOING THINGS DIFFERENTLY.
To show our industry that you can ground your business in truth- telling and transparency, and that inclusivity is not just a platitude, but state of being. I wanted to create a team of strong, smart women with ideas and a point of view, and men who embrace us, value us, and love working with a bunch of tough dames who love what we do.
Together, we approach every situation with unpretentious curiosity. We ask all the questions—because assumptions need to be challenged. We push ourselves to make each design better than the last. And we make powerful human connection our number one goal for every single thing we create.
At SnapDragon, we’re showing our industry what can happen when everyone is invited in and empowered to be their brilliant, amazing selves.
Elle Morris
President & CEO
SnapDragon
CORE OFFERINGS
Diverse experiences and expertise.
BRAND STRATEGY
Trends & Forecasting
Semiotics Audits/Analysis
Competitive Positioning Audits
Retail Audits
Positioning Whitespace Analysis
Equity Building Workshops
Equity Assessment Research
Brand Positioning Workshops
Brand Architecture
Consumer Research & Insights
Equity Foundation Development
Consumer Segmentation & Activation
Brand Tone of Voice
Nomenclature Development
Content & Copy Writing
Brand Brief
Brand & Culture Safaris
INNOVATION STRATEGY
Portfolio Architecture
Upstream Innovation Ideation
New Concept Creation
Product Positioning
DESIGN STRATEGY
Brand Identity Design
Package Design
Industrial Design
Brand Experience Design
Retail Activation
Design/Pillar Themes
End Benefit Visualizations
Visual Identity Toolkits
Design Standards & Guidelines
3D Visualization
ON TODAY’S CALL
ELLE MORRIS
FOUNDER & CEO
KELLY GLOTZER
VP CLIENT SERVICES
TIFFANY BRENNAN
SENIOR CLIENT MANAGER
BEN JURA
ASSOCIATE CREATIVE DIRECTOR
A SIMPLE HUMAN TRUTH
SEQUENCE OF COGNITION
Our minds process information in the following order:
1. Color
2. Shape
3. Symbol
4. Word
WHY DOES THIS MATTER?
Understanding how people process information allows us to create an effective design process and packaging that captures the hearts and minds of consumers in an omni-channel world.
5 STOPS IN AN EFFECTIVE DESIGN PROCESS
1. EQUITY RESEARCH
Test potential & current brand visual equities and brand perceptions with current and new users in order to determine how far the brand can stretch.
2. SEMIOTICS & WHITESPACE MAPPING
Review the positioning and design strategies competitive brands are using in the market landscape in order to gain insight into ownable whitespace opportunities.
3. A FOCUSED BRIEF
Galvanize everything we know about the brand, the category, the consumer, and how she shops in order to inspire the design process.
4. DESIGN THEMES
Explore different routes for brand expression both visually & verbally in order to build design consensus with key stakeholders along the way.
5. CONSUMER VALIDATION (RECO: A “QUALI-QUANT” APPROACH)
Obtain consumer feedback in order to evaluate design directions against predetermined performance metrics prior to launch. (This takes conference room subjectivity out of the mix.)
