Creating synergy between key visual identity elements is critical to the successful and consistent expression of a brand's personality. While Executive Vice President of Consumer Branding at Enterprise IG, Ivarson's Larry Roellig directed the design program for The Coca-Cola Company that developed packaging graphics for Cool Nestea that fully integrates the proprietary and recognizable “cool attitude” snowman as used in advertising with the overall trade dress and refreshment attributes of the product brand.