I help brands and people execute creative vision for creative consumer product design & brand development
— Delanie West - Former VP PD & Design @ Faber-Castell, Creativity for Kids, EK Success / Wilton Brands

BeSuperCreative is led by Delanie West. A hands-on creative with experience leading award-winning product development, design, packaging & global sourcing teams. Delanie formerly lead the creative teams for AW Faber-Castell, Creativity for Kids, known for leading premium brands in the adult, children and student art and craft segments. She served on the Faber-Castell US Executive committee and represented the company in capacity of buyer at international trade shows.

Skilled at international manufacturer relations, she has cultivated strong supplier vendor relationships. She has been influential in mentoring designers and developers new to their careers.  Delanie has spearheaded innovation and development of many major craft and art categories. Well-known categories such as dimensional stickers, epoxy and rhinestone adhesive embellishments are mainstays but were new-to-the world innovations which West introduced to the art and craft segments.

She has steadily moved the arts and crafts industry forward with her collaborative leadership, dynamic approach to innovation and creativity. Delanie served as the creative leader of some of the most award-winning brands for EK Success, Dimensions/Inkadinkadoo (Wilton Brands). In 2010 she was as named Vice President & General Manager of Product Development responsible for business and creative development for the company's existing and new brand acquisitions. In 2008 she was named Vice President of Creative & Product Development, cultivating culture and providing creative direction for the company's brands and teams, highly qualified illustrators, product and industrial designers and brand managers. 

She served as Executive Director of Design, from 2000 to 2006, supervising new product development and design. Her role included global product sourcing, vendor relations, serving as EK Success’ primary buyer at international shows, identifying current and future trends in domestic and international design and materials, and managing her in-house, 16-person design team.

See representative samples of Delanie's work with CPG Brands:

Contact Delanie at