Equelle was ready to build their visual identity. Equelle is a menopause supplement designed to reduce hot flashes in women. Most brands that live in this category feel dated and lack personal connection. We wanted to create one that felt fresh and elevated and positioned menopause, and the women going thru it, in a modern way.

I led a team of stellar creatives to build this brand from the ground up. Everything from the brand pillars and design intent to the web/mobile UX experiences to the CRM strategy to their social presence.

Brands selling via direct-to-consumer is growing at a rapid pace. Consumers like DTC platforms because they provide differentiated offerings, better UX, value, and/or convenience.

So, when Pampers Pure was looking to launch their DTC to provide opportunity to select specific prints and subscription solutions, we knew we needed to deliver a differentiated, super-premium consumer experience that leverages the 1:1 relationship with Mom.

Consumers were unfamiliar with the Matador brand. Client challenged us to create a commercial idea that would help increase consumer awareness by communicating that Matador is “fuel on the go” that will stick with their target longer. Additionally, Matador is located in the chip aisle. How can we drive consumers there and encourage trial/purchase?

The Insight: Our target’s a no bull kind of guy. He’s an unapologetic straight shooter looking to get the job done. Every job. All the time. Done. And he expects the same from his snacks. Because even the hardest, straightest of shooters needs a pick-me-up to get them thru the day.

The Strategy: Establish a connection with shoppers and consumers with a memorable rally cry. Knowing that many are unfamiliar with Matador, we can give this brand a distinctive voice and attitude. By focusing on a central benefit, our protein-powered fuel, let’s prove Matador’s the tool and quick fuel he needs to conquer any task, no matter how menial, throughout his day.

We were tasked to develop a promotion which lived within the Jack Link’s Workin’ Out with Sasquatch campaign that delivered a strong protein message. How do we get new consumers to think about beef jerky as a healthy protein snack to fuel their day as well as let them know that only Jack Link’s can unleash their inner wild side by fueling their active life styles?  BOOM! The Jack Link’s Slam Dunk Protein sweepstakes was born! With the help of our buddy Sasquatch and Karl Anthony Townes, we had consumers/shoppers show how they dunk or shoot protein-packed Jack Link’s jerky for a chance to win baller prizes.  

Developed a ground up program that shows Miller Lite supports families who have been affected by breast cancer (and/or women’s health) in a way that aligns with Kroger’s October Breast Cancer Awareness initiative.

Your life isn’t one-size-fits-all, so your deodorant shouldn’t be either.

We helped our clients drive awareness of their new Secret Aluminum Free deodorant while reinforcing that Secret has a deodorant for every circumstance.

Secret wants to put the choice back in your hands...and keep it there. Because the only person who can tell you what you need is you. In everything you do, there’s a Secret for you. 

Jerky is downright delicious, full of protein, easy to transport and eat on-the-go. It might just be the ultimate hunting trip snack. And thats exactly what we set out to do with this campaign. Position JL beef jerky as a convenient snacking option on hunting trips.

With a sea of craft beers to choose from, in-store education is key to incentivize purchase. To support craft and import brews in Liquor and Grocery stores, we created a solution that included MillerCoors brands as well as competitor brands to help grow the category. 

The result: Recipe style shelf talk cards that had bite size information for the shopper to easily and quickly identify the information they need to make an educated decision and close the sale.

Jack Link's national campaign Versus brought awareness of the power of protein in beef jerky and how it stands up to other snacks in the protein category. 

Along with our favorite guy Sasquatch, we helped bring that message to Walmart and Target in ways that worked with their specific ecosystems and let shoppers detect what the power of protein can do. 

Shoppers aren’t thinking about beer when they’re shopping at Walmart, and there’s nothing inspiring them to enter the aisle/category. Plus, gaining any kind of incremental display space at Walmart during key time frames like Memorial Day and July 4th is like winning the lottery. It’s huge.

A summer campaign showcased beer as a summer staple. It created an inspiring retail solution for MC (and partners) that supported everyday solutions as well as translate into the key occasions, gaining that coveted extra display space and got beer onto that elusive shopping list.

Over the years I’ve had many creative outlets. I’ve owned a handbag company, worked on a variety of freelance opportunities and even had my own small stationery company. As time and life evolved, I fell into designing for Minted. Minted is a fantastic marketplace of independent artists where artists can submit their creative content, people vote, and Minted sells the winners. It’s been a fantastic creative outlet for me. It’s helped me explore my design style, ultimately pushing and growing my creative process. I still get giddy anytime I get an order.