SPAX
Building a scalable retail brand system across 2,000+ touchpoints.
SPAX is a German manufacturer of screws and fastening solutions, serving professionals and DIY customers worldwide. The brand needed a retail execution system that could work across more than 2,000 outlets and distribution points. The project focused on translating the brand into a scalable POS system — with clear adaptation rules, reusable components and strong rollout governance across teams, agencies and touchpoints.
The Problem
The brand had to show up consistently in many different retail environments, from professional trade contexts to DIY sales spaces. The challenge was not only to create good design & strong brand applications, but to make them easy to adapt, produce and control. Without clear rules and cross-departmental steering, brand recognition risked becoming fragmented across markets, formats and audiences.
The Solution
I led the development and rollout of a scalable point-of-sale brand system. This included brand concept development, prototyping, packaging applications, adaptation rules, reusable components for professional and DIY audiences, and creative direction for brand photo shoots. I also coordinated stakeholder alignment, production handoffs, rollout planning, and quality control to keep every touchpoint consistent, recognizable, and aligned with the brand guidelines.
