Ken Westrick

Tide | Product Design & Launch

For visually impaired people, a simple household task like laundry can be a huge barrier to their independence, but a simple tactile design system could help in a big way.

We started by designing three tactile symbols to help visually impaired people sort their clothes between whites, colors, and darks, and then expanded the system to include all of the existing care symbols we see on our clothes. These symbols are adhesive, making them easy to install on any piece of clothing.

Top Dog Award, Miami Ad School New York

Client

Tide

Role

Product Design & Art Direction

Sector

Consumer Goods

Year

2025

A braille guide to laundry care symbols, equipped with an audio guide

Social media stunt & partnership with blind influencer Molly Burke

We made blurred posts, getting the attention of sighted users and sparking conversations online. Using the Alternative Text audio feature, we embedded a message directed to the visually impaired community, playable with screenreading software. Those who listened got directed to the Tide Cleaners app where they could get their Tide Tags. Then, we partnerd with blind influencer Molly Burke to unveil the mystery and officially launch the product.