Velocity Conference Preview: Designing to Win! Leading With Private Brand


Velocity: The My Private Brand Conference, the private label event of the year, is fast approaching, May 11-13, 2020 at the Le Meridien Hotel in Charlotte, NC. Don’t miss this exciting panel discussion from an award-winning group of private brand Creatives.

Designing to Win! Leading With Private Brand

Amy Rhodes, Senior Director, Proprietary Brand Product and Package Design, Petsmart
Glen Pfeifer, Design & Packaging Manager Wakefern
Jason Hobson, Creative Director, Private Label, Sobeys
Paul Skozilas, Design Manager, Private Brand Design & Regulatory, Ahold Delhaize, Retail Business Services
Moderator: Eric Ashworth, EVP of Product & Market Strategy, Quad

In this thought-provoking discussion, senior private brand creatives discuss the changing landscape of private design. The panel will discuss and debate the old guard, stalwarts, innovators, and challengers that are changing what it means to be a private brand. In the process, they will give you an inside look at the mind of a private brand creative and the trends that shape their work.


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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.