Mommy’s Bliss
Whether the design is evolutionary or revolutionary, a packaging system incorporates a simple set library of visual elements – Logo, product name, nutritional callouts, flavor/variety naming, brand/product visual (i.e. Illustration, photography, colors) – Arranged in a fixed way, from product to product, nothing changes except what’s necessary for the consumer to navigate the category.
It’s simple... But, not easy.
Overall, at Mommy's Bliss, I was responsible for the creative vision of the Mommy’s Bliss brand refresh (identity design, CPG packaging line evolution, website UI/UX, social media, and brand & product videos). I led the conceptualization and realization of all immersive experiences, and elevated the quality of the marketing campaigns and all communication resulting in unparalleled growth for the organization.
• Identity refresh & brand styleguide
• CPG packaging line evolution
• Disruptive marketing & social media campaigns
• Brand and product MGX/videos
• Website UI/UX redesign
24 Hour Fitness
I worked collaboratively with the marketing team to concept and develop integrated brand campaigns spanning print, video, OOH, digital, and social media. Envisioned a simplified lifestyle fitness brand with the design of a new website & app UI/UX (24HF, 24Go, and 24Life); including innovative new HIIT concepts PASE Factor and 9Round.
• Brand campaigns - print, digital, OOH, social, videos
• Club posters & banners
• Innovative HIIT concepts (PASE Factor & 9Round) - Launch campaigns & videos, social media, and email marketing
• Website UI/UX design for 24HF and PASE Factor
Specialty’s Cafe & Bakery
I established the visual brand identity of Specialty’s and was responsible for all print, digital, and MGX/video creative, including an engaging and award-winning cross-platform website UX & app. Developed advertising and promotional campaigns, and was responsible for all copywriting, photo & videography, email marketing, CPG packaging, and digital signage.
• Identity refresh & brand styleguide
• Product campaigns and in-store digital motion graphics (MGX)
• Peet’s Coffee & Tea digital campaign extensions
• Redesign of CPG Cookie Mix packaging