Mead is a school supply icon known for the creation of Trapper Keeper and Five Star, and offers products that serve home, office, arts, crafts, and gift categories. Changing technology and increased competition, especially from private label, challenged Mead's impressions on shelf. We worked together to reposition the brand, and developed a brand architecture solution that reorganized Mead's large number of sub-brands, increasing brand presence and shop-ability. Our creative team worked with Mead's design department to evolve the brand mark and create a design system that consistently staged the brand and brought a new energy to the large product line. The result recharged the brand and helped to bring new sales opportunities with important retailers.