About Us

Not just a pretty package, but real muscle underneath.




LW never thinks of your brand as “just another pretty package.” Our passion is to dig deeper. Our passion is to communicate more.

We’ve been doing this especially well in active consumer categories for more than 20 years. Why? Because we enjoy active lifestyles that match our work. We love how tools fit in our hands. We enjoy making indoor and outdoor projects. The challenge of learning new ways to improve things always intrigues us. It’s stuff they can’t teach at MBA school.

Our staff’s personal passion is a secret ingredient that helps us win in the aisle. From the first moment we meet, you’ll know we have a genuine interest in your products. Our staff will blend in easily with your team.

Our Clients

While our clients crisscross many different categories we have a strong understanding of the DIY and Pro consumer. Understanding the driving forces behind active men and women lets us develop clever ways help your brand meet today’s consumer’s needs. Long relationships with many of our clients attest to our formula for success.

Our Team

We’re seasoned professionals dedicated to the work we do. In each of us is a blend of specialized knowledge, personal interest in your markets, and absolute mastery of the many skills required for building your brand.

Project Leaders

George Wargo

George is a founding Principal of LW and Graphics Director with over 30 years of experience in strategic branding at the consumer touch point creating integrated programs and winning both client’s trust; from startups to Fortune 500 Companies. He’s passionate about every aspect of the business, digging deep into consumer behavior, removing impediments to a brand’s success, and finding the best solutions to help clients grow their brands with measured results.

George blends in with your team and quickly becomes a valuable resource. His clear analysis provides solutions with a strategic road map for success. Clients have sought his help repeatedly to bring product lines and services to market in the durable goods, housewares, consumer goods and fast food sectors among others.

A sampling of client successes include programs for Behr, Burger King, Denny’s, Dow, Duracell, Ferrero, Glidden, Heinz, Henry, Honeywell CPG, Kimberly-Clark, L’eggs, Motorola, Mr. Coffee, Nabisco, Scotts, True Temper, and many others.


Pete Novello

Pete is the creative graphics lead who brings a wealth of multi-disciplinary design talent with a passion for strategic branding solutions to the retail environment. His passion for design is only challenged with his love for family, Red Sox baseball and fishing. His specialty is in brand strategy and package design, as well as concept ideation, brand strategy and project management.

He leads and manages creative teams throughout the design process and excels at building both internal and external collaborative account relationships. Prior to LW Pete was in NYC where he was creative lead on consumer product brand leaders such as Gillette, CPC International, A&P, Hartz, Heineken, Lipton, Bacardi, Coca-Cola, Nabisco, Kraft and United Distillers, among others. Pete got his start in NYC with Spring Design, Ceradini Design and Interbrand. He is a graduate of Syracuse University.


Robert Tiedemann

Robert is the industrial design & environmental lead for LW, and has over 30 years of industry experience. He is passionate about finding the best possible solution to your project. His responsibilities include managing the total innovation process to include the design and development of new products, structures, unique delivery systems and retail merchandising concepts.

Prior to LW Robert gained extensive expertise in the area of exhibit design, showrooms and in-store retail product demonstration display design, with clients as Tyco Toys, Mattel, FAO Schwartz, Toys R Us and Fisher Price.

Robert got his start at Raymond Lowey where he began the process of perfecting his design concept development craft with clients that included NASA and the US Department of Transportation.

He has received over 25 patents for his professional design work and has lectured at several universities.