oVertone Haircare launched their first-ever clarifying shampoo, The Fader. As the interim Creative Director, I lead a team of talented creatives as we established positioning, messaging strategy, photography/video and a soft launch that included email, paid and organic social, and an influencer campaign.
Photography: Seth Harrington, ACD/Writer: Jessica Colón, Art Director: Elise Schmieder, Designers: Liv Carter, Saiya Koclones , Senior Content Creator: Bailey Evers
oVertone Haircare launched their first Amazon brand store in 2021. As the interim Creative Director, I lead the creative team in establishing strategy and user flow and figured out how to safely implement a photoshoot during a pandemic. We launched 10 products with new photography/video and creative, new secondary packaging, a brand store and A+ content.
Photography: Seth Harrington, ACD/Writer: Jessica Colón, Art Director: Elise Schmieder, Designers: Liv Carter, Saiya Koclones, Senior Content Creator: Bailey Evers
Packaging Agency: Stone Strategy & Design
Sounds True is a small, multi-media publishing company that specializes in the Mind-Body-Spirit category producing books, online courses, events and a weekly podcast.
I led a talented in-house creative team of writers, web designers, art directors, production artists and freelancers that serviced each division’s product and marketing needs. During my tenure we rebranded Sounds True with a new logo, tagline and brand equity all while continuing to create award-winning books, a thriving online course catalog and an ever-growing e-commerce experience.
Owned by Starbucks, Seattle's Best Coffee was looking to set itself apart and to create brand awareness in the CPG category. It's roasted with the same care as Starbucks but at a price point that makes it a surprisingly great deal. Our goal was to reach the mainstream coffee drinker and let them know that a little upgrade in their coffee choice is totally worth it.
This was brought to life in print, TV, digital, in-store, a website redesign, email campaign and social content on all major channels.
Starbucks CPG needed a channel scale program for the spring season. As ACD, I lead my team to create a campaign tapping into the senses that are awakened in the spring and enhancing that experience with coffee; identifying its flavors, appreciating its aromas, unleashing its magic on seasonal foods.
We created beautiful product photography and graphics to entice and educate our consumer in-store and on Pinterest and we partnered with Food Network Magazine to create a custom campaign pairing their recipes with our roasts.
Gillette Venus introduced brand new technology to the women's shaving category with it's Flexiball Technology and needed a global shopper marketing toolkit to deliver the new news.
We created a product and lifestyle visualization of the technology along with an entire toolkit so regions could create a cohesive program that fit their needs.
Starbucks' was looking for a Pinterest campaign to support the introduction of their new CPG line of Hot Cocoa K-cups. Knowing that people go to Pinterest to learn and discover, we created a series of pins with recipes and ideas to take Starbucks' yummy hot cocoa to the next level.
The Healing Trauma Summit is an online course spanning 10 days with 24 of today’s leading voices in trauma healing. The funnel marketing campaign includes email and social leading into an opt-in and sell page. This funnel campaign has proven quite effective, exceeding expectations by 50%.
The Market is a small grocery store in Plymouth, MA focused on healthy, high-quality food that is affordable enough for your everyday grocery shopping. They hang their hats on simple, fresh foods and making grocery shopping an experience to enjoy. The goal was to create a brand that was approachable, witty, and fun while still setting the expectation of high-quality food.
This was brought to life through identity (including naming), a print campaign, radio, and collateral.
Nice Bike opened in 2011 in Denver, CO as a boutique bike store focusing on high end road-bikes and mountain bikes. My goal was to create a brand that conveyed the owners' passion and expertise but also reflected their history in the Denver bike scene. They wanted to run a shop that focused on customer service and connecting to their clients—like a friendly neighborhood store, just with really really great bikes.
I created the identity, racing kits, and a lot in between. It was a labor of love. Nice Bike is still going strong so stop by if you're ever in the area.
OneTouch Lifescan iPad App
Lifescan needed an educational iPad app to support the in-store Health Ambassador as they consult and interact with Rite Aid shoppers who may have questions about managing their diabetes. This app covers basic information from understanding blood sugar numbers and carbohydrates to reading labels and choosing a blood glucose meter.
Aden + Anais Custom Baby Book
This was a comp we created over a weekend to demonstrate how the A+A characters could come to life as soft baby books made from their beautiful organic muslin baby swaddles. I illustrated and actually built and sewed this adorable little book.
Hand Drawn Type
Sometimes you just can’t find the right font and you’ve got to take matters into your own hands. Creating custom type is a ton of fun and can add authenticity and accessibility to a project.