Bill Mack

Freelance Package Designer & Branding Freelancer

Location:Holbrook, New York, United States
2 Skills
If you’re seeking a highly accomplished, adaptable, and hands-on creative, well-versed in all
facets of the retail industry, with numerous achievements in the direction and implementation of
brand development, packaging and B2B/B2C market share enforcement... please read on.

As you’ll see in the next couple of pages, I’ve excelled in a multitude of consumer packaged
goods industries, including Consumer Electronics, Pet Products, Sporting Goods, Toys/Gaming,
Lawn & Garden, Foods/Supplements, Pharmaceuticals, Entertainment, Finance, and Publishing.

By working with such a diverse range of products in a variety of creative environments (agencies, manufacturer in-house and manufacturer/client direct self-employment), I’ve developed an equally
diverse range of creative capabilities. Additionally, working face-to-face with company principals
and department heads of product development, production/filling and marketing/sales, I’ve acquired
an in-depth understanding of the challenges each discipline faces when bringing a product to market.

It’s this insider’s experience of a product’s full life cycle before and after the art department that influences virtually every decision during every phase of creative development. Ultimately, it’s a foundation very few creatives can draw upon and an asset clients quickly embrace.

William Mack

Communications Finance Pet Products Pharmaceutical
–––––––––––––––––––– –––––––––––––––––– –––––––––––––––– –––––––––––––––––––
•Disc Graphics •Apple Bank •Companion Pet •Darby Drug
•Exhibit Group •EquiSearch •Benty America •Great Earth Vitamins
•GlobeCom Systems •Prudential Mortgage •Dr. Jane Enterprises
•Dr’s. Foster & Smith Sporting Goods
Consumer Electronics Food & Supplements •Free Range Natural –––––––––––––––––––
–––––––––––––––––––– –––––––––––––––––– •George Strait •DBrush Golf Products
•Acclaim Entertainment •Great Earth Vitamins •Green Pet Products •Global Golf Training
•Audiovox •Marveloaf Bakers •Harper’s Pet •Grasshopper Outdoor
•DBL Enterprises (Division of Dannon) •Opus USA
•JVC Speakers •Nature’s Garden •Petco Super Stores Toys and Gaming
•Pinnacle Speakers •Petrapport ––––––––––––––––––
Lawn and Garden •Dr. Rolan Tripp, DVM •Acclaim
Entertainment –––––––––––––––––– •Summa International •Tenacious Toys
–––––––––––––––––––– •The Horticultural •Triumph Pet
•Music Worx Society of New York •Walmart (Pet Dept.) Charity
•Storer & TKR Cable •Luster Leaf Gardening –––––––––––––––––
•WALK FM Radio •Orcon Organic Control •Riverhead Fund
for Marine Research

•Outstanding performance in a Consumer Focus Study for a proposed brand redesign. Based
solely on visual impact, the new design consistently outperformed all competitors (Hartz, Wagon
Train, Salix and Dingo). As a result, the client chose to introduce the new look as their Mass
Market Brand. Focus Study available.

•Played an integral role in the rapid growth of a start-up pet treat supply company. Their success
and continued growth was due, in part, to overwhelming consumer and buyer appeal that was
captured by developing very unique branding and packaging approaches for several of their lines.

•Awarded Best New Package at American Pet Products Manufacturers’ Association (APPMA), the
pet industry’s premier B2B convention.

•Designed a private-label home theater speaker cabinet for Pinnacle Speakers. The design was a
key component in helping Pinnacle secure JVC as its primary private-label client which accounted
for nearly 40% of their earnings.

•Developed a pet treat delivery food puzzle product for one of the most highly respected and
sought-after veterinary consultants in the pet products industry. The client was able to launch the
product by securing a zero-risk partnership with the largest hard goods pet product manufacturer
in the United States.

•Received Walmart’s Product of the Month award by re-branding a single SKU in a line of over
forty different products. Within one month of its launch, sales increased by more than 300%. The
growth was attributed solely to the product’s improved visual impact. As a result, the entire line
was refaced.

•Received multiple awards for “Best New Package” at APPMA, the pet industry’s premier B2B

•During my tenure, Eight In One grew from less than $10 million in annual sales to more than $50
million in just a few years. Though the company employed several hundred people, fewer than 20
of us were considered to be key contributors to its rapid sustainable growth and were awarded
sizeable compensation in the form of pre-public shares.
Skills (2) Rating
Package Design