Objective was to rebrand Ecover from a one dimensional green cleaning brand. Make the brand appealing and relevant to a broader, younger target market, the "conscious consumer" and define and guide the brand look, feel, voice evolution to align with new brand positioning.

Outcome was a brand with a distinct, ownable point of view, current look and feel with a more editorial and intentional style. A brand that resonates, consumers want to hear from and identify with. Expanded reach, increased sales of 15%, improved brand awareness, higher traffic to owned channels.

Designed collection of 6 hers probiotic supplements exclusively for CVS. Responsible for design, collection creation, product development, naming, launch, creative strategy, product positioning, and creative direction of marketing assets.

The collection successfully created a fresh, distinct look for hers-targeted wellness supplements, while still being visually connected to hims & hers supplement gummies already established in the market.

Business Wire

Led spring and fall limited edition design collaboration with Brooklyn-based textile designer, Rebecca Atwood. This included a collection of 11 products for spring and a collection of 10 products for fall. Responsible for leading designer selection process, collection creation, all product development, launch and marketing. Worked closely with Rebecca to create a collection that truly reflected her brand and method's.

Featured in refinery29 and beauty packaging

Brandless launched their baby collection in January of 2019. I orchestrated a coordinated launch across all channels including PR, social, marketing, advertising, influencers, email and partnerships leading art direction, overseeing photoshoots, model selection, messaging and content.

Led the design, established the look and and feel and created the impactful shelf presences (and brand block) for the Hers skin care category. Collaborated with CMO, CEO/founder and SVP of Design to create the right brand color and product stories for a compelling and relevant collection made with responsible ingredients and packaging for Hers skin care as we launched into brick & mortar retail. Responsible for establishing, managing and keeping to project timelines, budgets, and production. Managed and directed all components of a successful retail as well as DTC launch. 

Led creative direction, art direction, layout design, in-home photoshoots, model selection, pagination, merchandise selection, copywriting, working closely with founder. Gained experience working on the company’s highest volume seasonal business curating an extensive amount of merchandise, managing tight deadlines and coordination of an extensive team of photographers, videographers, stylists, copywriters, retouchers, visual merchants, designers, as well as external partners for the 2019 catalog.

Created vision for the hers hairblends collection. Led product design, packaging design, collection branding and naming, established color strategy for hers Rx brand, art direction for the entire collection. Worked closely with a cross-functional team to bring to market with a coordinated launch across app and site. Developed pill design format, color and flavor. Managed packaging production with multiple vendors and shifting timelines to create a cohesive collection ensuring quality color matching and execution.

Creative lead for method's reentry into personal care. Led research, consumer focus group, design, positioning, ingredient selection, visual styling, branding and packaging. *Campaign assets also shown here but was less involved in their execution.

Branding and identity design for Start the Art, a studio for little artists based in Pacifica, CA.

Art directed and designed method's first business book. Collaborated and coordinated method founders, photography, publishers and designers to insure the book fit within the business book category but the method brand aesthetic and tone wasn't lost. It is one of the only books within this category to incorporate any color into the layout + design.

Winner of HOW Color in Design Award 2011

Product design and development of hims hard mints as well as packaging and holistic customer and brand experience. Designed a custom tin for these prescriptions to be discreet, sleek, and easy to carry; to make it convenient for the customer to use this product as needed, whether at home or on-the-go. The chewable format proves to be more approachable and easy to use.

Featured in Dieline

Objective was to educate current customers of Imperfect Produce that waste is bigger than just produce through a comprehensive launch campaign announcing expansion into full grocery. Define what is meant by full grocery for the customer.

The concept was to change the conversation in the most succinct and straightforward way, by looking at editing Imperfect Produce's most core message, its brand identity, and doing so "live" or as the campaign itself. By allowing the brand identity to be touched, it is an impactful visual and clearly conveys the intended message.

I had one week to do this work as part of a consulting role to gain ideas and concepts for how to broaden their offering and how to communicate this to their existing audience.

Complete brand design for the US market including positioning, identity, packaging, retail, style guide and online experience for high-performance cookware, bakeware and lifestyle brand.

Designed method’s nourishing hand wash collection from ideation to launch communication. This included involvement in product positioning, fragrance direction, packaging design, color strategy, naming, icon development, merchandising, photography and launch materials for press and owned channels.

Collaborated with orla kiely design team to create three collections of limited edition cleaning and hand wash products exclusively at Target. Worked as the design liaison across brands to create a successful collection that exceeded expectations. Responsible for translating orla's signature patterns onto method's bottle forms, hang tag design and press communication materials. Designed Fall, Spring and Holiday collections.

Featured on the dieline

Fall collection

Spring collection

Holiday collection

created and produced method's hopenhagen campaign for the Copenhagen climate change treaty to be ratified in 2009.

tweaked for global fuel recycling, a start-up in the car rental industry with a innovative, efficient fuel recycling technology. designed tradeshow space and messaging, collateral and refresh to website.

Brand Identity for Encore Consumer Capital. Encore Consumer Capital is an innovative private equity firm that wanted to align the brand’s identity more closely with the consumer companies and the CPG industry in which they invest. Created identity, brand standards, website and office design.

Brand relaunch campaign featuring Ecover's new washing up liquid bottle that is 100% recycled and 100% recyclable. Directed agency on final campaign look and feel and activation.

created a comprehensive architecture and reference guide for all of method's greenskeeping initiatives. the goal was to provide the brand with a framework that effectively communicated and organized a great amount of content-rich stories in a digestible, smart and compelling format.

Winner of HOW Color in Design Award 2011

Helped to design the first bottle made out of recovered ocean plastic and executed a cohesive look across all press, online and at-shelf communication.