Veteran consumer products executive William (Bill) Less has rejoined the DuPuis Group, a design innovation agency, as a vice president of design. In his new role, Less is responsible for elevating the role Design plays in delivering brand growth and consumer experiences to clients ranging from startups to Fortune 500 companies.
Less spent six years with PepsiCo’s Frito-Lay brand as director of design, overseeing internal design and all global brands. He built the design department from the ground up, focusing on brand, package and product innovation.
From 2001 to 2007, Less was the managing director of the DuPuis Group’s Chicago office. He was responsible for establishing and maintaining the overall creative vision on many leadership brands in the consumer products goods industry. To ensure the creative and strategic processes met the firm’s high standards, he worked closely with clients and the creative teams, helping oversee every aspect of the creative process.
“Bill has an infectious enthusiasm for breaking from status-quo design to create impactful products that resonate with consumers and clients,” said Steven DuPuis, founder of the DuPuis Group. “But he also has the strong business skills to make his ideas into products that are sustainable in the marketplace.”
Less was frequent guest lecturer of design for Northwestern University’s Kellogg School of Management from 2011 to 2014. He earned his bachelor’s degree in marketing and graphic design from the University of Kansas in 1990.