madeline dimichele
© madeline dimichele

Emma Verde BTS

Product Development | Branding | Research

— CLIENT

ACCO Brands


— ROLE

Product development

Research & Sourcing

Package Design


Partnering with Quebec-based DIY YouTuber Emma Verde, I led concept development for a stationery line designed to resonate with her young, creative audience. Through in-depth content analysis and audience research, I bridged the gap between influencer authenticity and commercial product design. I was tasked with translating Emma's signature aesthetic into market-ready concepts that satisfied both our marketing team and her brand vision.


OBJECTIVE

Develop a Hilroy product line in partnership with Emma Verde, a Quebec based Youtuber, focusing on the Quebec market.

Research Approach

Conducted comprehensive audience analysis by examining Emma’s content such as vlogs,

DIY tutorials, blog posts, and community engagement. I identified key brand attributes and audience preferences through her comment sections and content patterns, establishing a design direction. Current trends were also considered when researching and developing

the concepts.

Target Audience

• Emma Verde fans

• Fans and potential fans located

in Quebec

• Students between 14-22 years old



Product line to include:

• Lunch bag

• Pencil pouch

• Notebooks

• Dividers

• Binders


Challenges

• Translating a digital creator’s personality into product design

• Designing for Quebec’s cultural market while maintaining broad appeal

• Aligning creative vision across our marketing team, the YouTuber’s team, and retail partners


Challenges

• Lunch bag

• Pencil pouch

• Notebooks

• Dividers

• Binders


Concept Development

The design team explored multiple design directions that bridged Emma’s signature DIY aesthetic with commercial viability. Concept variations were presented to both internal marketing and Emma’s team. Iterations were then made based on feedback to reach a cohesive vision that satisfied all parties. The thirds concept became the final product.

Initial Concepts / Doodle focused

Second Round Concepts / Simple Colourblock

Final Product & Branding

A complete stationery line with coordinated branding across products, packaging, and retail tags was created. The designs captured Emma’s creative, approachable style while meeting production and retail display requirements.

Emma Verde Product line

Tags and Product Example