Seventh Generation

while at Jager Di Paola Kemp (now Solidarity of Unbridled Labour)

“We believe in a Living Home” creative platform, presentation book, brand film, catalog, and so much more

Seventh Generation was at the forefront of safe and effective household and personal care products. And JDK Design was at the forefront of transforming Seventh Generation from a gloom-and-doom brand for the hardcore few to a warm and welcoming brand for anyone and everyone who cared about the people and pets inside their home and the community and environment outside of it.

Over our long and winding partnership, we created and proposed multiple strategic and creative platforms, tagline and logo overhauls as well as refinements, a comprehensive and broad design system, custom hardbound books, brand films, activist campaigns, print campaigns, baby and feminine care campaigns, packaging design, point-of-sale materials, a trade show booth designed to look and feel like a small modern home, and a brand and product catalog that incorporated detailed product line and new launch stories that we affectionally referred to as The Coffee Table Book because it turned out and read so beautifully. Laundry detergent? Beautiful? Damn tootin’.

Although Seventh Generation went on to spend millions of dollars working with a variety of big and bigger advertising agencies, all these years later I still stand by the work our quite small yet quite mighty team did. No one else came close in terms of sheer transformation, design language and cohesiveness, or emotional truth and resonance. And for a heck of a lot less—wait for it—green.

I said what I said.