Overview
The task was to create a cross-channel summer campaign to introduce Peet’s newest iced beverage, the Fog, and drive traffic to and purchasing in Peet’s coffeebars nationwide. The lightly blended beverage came in five distinct coffee and tea flavors and created a mesmerizing ombre as it cascaded over ice, reenacting San Francisco’s infamous fog.
The process
The R&D team showed the creative team how the beverage was made. Like what made the beverage cascade like a Guinness and feel like velvety clouds in your mouth. Then, I immersed myself in research, concepting, and creative discussions with a second designer and creative director.
From that, we landed on four unique directions to present to the president and leadership team. The creative here was one of the two final directions. The bold type, front and center drink, and fog-like graphics showcased the beverage’s key characteristics and earned the group’s unanimous vote.
Peet’s partnered with a new local photographer for this campaign. They accurately captured the stunning cascade and then seamlessly integrated the beverages into the colorful fog backdrops. We also collaborated with talented animators who brought the cascades to life in kaleidoscope-like animations that were projected on San Francisco’s cement walls and circulated on Facebook and Instagram.
From kick-off to launch, the creative process took 6+ months, and, by the end of summer, the multifaceted program outperformed plan by 134%.
My role
I concepted, art directed, and executed the campaign from inception to live in-store. The robust cross-channel campaign included OOH, an outdoor projection, digital advertising, retail and wholesale POP, emails, landing page, e-commerce, partnerships, events, and paid and organic social. I also press-checked all print collateral.
As for photography, I concepted and art directed two on-site photoshoots, one for marketing and one for social, and owned the pre and post-production.
The team
President, brand, R&D, marketing, photographers, food stylist, photo retoucher, designers, copywriter, project manager, animators, and printer.
Overview
Scoop’s Careers page on takescoop.com highlighted its culture, team values, and job opportunities. With high growth on the company’s agenda, the goal of the new page was to provide a resource for recruiters and potential candidates, and achieve its hiring goal for the year.
The process
Creatively the page was a design evolution. This was a new page that would be added to the existing site, so we had to be mindful of the flow and be thoughtful about the design. I kept core elements like the font and CTA buttons and updated other elements like color to be more accessible and reflective of the brand’s current look and feel.
We partnered closely with the People team to solidify content and establish an authentic narrative for the page. After numerous design rounds and conversations, we narrowed in on our goal and decided to focus more on the people who made Scoop great. We added a new module and showcased people’s unique experiences and journies at Scoop. The page also included brand values, benefits, diversity statistics, accolades, and job listings.
Design reviews were a combination of scheduled and asynchronous meetings. I posted all design rounds in Zeplin the day before reviews, so the team had proper time to assess and leave comments. Upon building, I had regular interactions with engineering to ensure new features like the quotes, stats, and job listings were being implemented properly and appeared correctly on all devices and platforms.
In the end, the page shipped on time, and the company achieved its hiring goal, doubling in size by the end of the year. The new page proved to add value to the interview process for both the candidates and recruiters. Candidates referenced the page to recruiters and were appreciative of the transparency about our diversity, benefits, and value. Recruiters also commented that candidates asked fewer culture-related questions once the page was live, which allowed them to speak about other valuable topics.
My role
I concepted and executed the design, and ideated, art directed, and managed the in-house photoshoots.
The team
People director, brand manager, photographer, copywriter, project manager, engineers, and product
Overview
Jira July is an annual social and community campaign that celebrates Jira customers all month long through social posts, community articles, contests, giveaways, and Jira Admin Appreciation Day.
The program launched last year with encouraging customer engagement, so the social team was ready to invest this year and requested a branded program that would bring even more excitement and engagement on social and Atlassian Community. They wanted a look and feel that was celebratory and summery and a system that would scale for years to come.
The process
I was the sole designer on this project and worked closely with the social media manager. I explored numerous summer themes and presented three directions: make a splash, celebratory fireworks, and summer music. The stakeholder responded well to all the directions, but it was the graphic visuals and vibrant colors of the water theme that sold the direction.
In the design phase, I was inspired by the movement, shapes, and colors of droplets, splashes, waves, and water. I explored and pushed graphics, color, layout, and typography treatment, but stayed loyal to using the brand font Charlie to keep it tied to the brand.
After a few iterations, the graphic speech bubbles, also serving as splashes of water, brought the excitement of this summer program to life. And it was the dreamy sea blues and sunny warm hues that completed the look and feel of the program.
I leveraged the graphic bubbles to create three unique marks. Each mark matched with a category of content: Jira July, haiku contest (Ode to Jira), and Jira Admin Appreciation Day.
We also created Community badges for the Jira July program and the haiku contest that people could earn if they participated. The badge designs leveraged the visuals from the program look and feel, but leveraged the more minimal color palette and design of the badge design.
The results
The program came to life over three weeks and was active for the entire month of July. Twitter and Facebook engagement increased by 856% YoY and impressions increased by 392% YoY. The program launch and haiku contest articles received the most page views on Atlassian Community. And the most popular Jira July events were Jira Admin Appreciation Day and the haiku contest, Ode to Jira.
The team
Social media manager
Overview
Aalto is the Homeowner Marketplace and is the flexible and modern way to buy and sell homes. The Marketplace connects sellers to qualified buyers, and saves homeowners time, stress, and money with its low 0.75% fee and complimentary virtual staging.
My role
I started partnering with Aalto a month before they launched. They had one designer who worked primarily on the product, so I was brought on to develop their brand and marketing assets.
The brand guidelines were a work in progress, so I helped to unlock the look and feel across color, layout, and photography. After numerous iterations, we introduced a warm secondary purple and ownable sunset photography style. We transferred the sunset photography to ombre backdrops, which we used in assets like the website's loading photos and the back of the business cards.
I concepted and executed a number of key assets that jumpstarted the brand: GTM social and web ads, one-sheets, bi-fold direct mail, internal presentation deck, and business cards.
All design rounds were shared in Figma for easy collaboration and I received streamlined feedback in tools like Loom. I transferred the final digital ad designs to Canva so the team could swap and test copy, and I created templates in Lucidpress for print pieces like the direct mail and one-sheets so they could be edited.
The team
Head of Marketing, Head of Design, and General Manager
Overview
The challenge was to update Scoop’s outdated brand guildelines so the Creative Studio and company had a complete and reliable resource for the brand’s voice + tone and look + feel.
My role
I worked closely with the content director to add sections like company values, tone, and voices. We also streamlined the color palette and added our expanded visual library, now three illustration styles, photography, and infographics. The guide articulated the proper usage of all elements and included examples of each in existing collateral.
As we created new content we were mindful of the guidelines, but made sure to assess learnings from completed work. We constantly evolved and tweaked assets to push the brand and kept it moving forward.
The Studio applied the new guidelines to create the team’s first whitepaper, digital ad campaigns, direct mail, and webinars that targeted HR, facilities, and sustainability leaders. The insightful content established Scoop as a thought leader in the transportation space and a legitimate partner.
I art directed the whitepaper, guide, digital campaigns, direct mail, and brand guidelines and produced the webinar’s digital ads, email, and landing page.
The team
Brand, content, marketing, and designers
Overview
Abridge enables better care experiences for clinicians, patients, and hospital systems with its audio capture, transcription, and summarization capabilities. Their API and AI solutions capture patient and doctor conversations, summarizing their medical conversations and streamlining documentation for doctors.
The process
I joined Abridge a month before their launch to work on a GTM campaign and other first-time marketing materials, on and offline. I partnered with their Head of Marketing to advise on and execute new content and deliverables. All communication and feedback were done asynchronously with Figma and Slack.
My role
I leveraged their new brand guidelines to explore and push how colors, illustration and photography could be used. I produced brand assets for their social platforms and established their drip email campaign for a consistent and engaging experience.
Advertising was another area of exploration. I produced several digital campaigns that separately targeted patients and clinicians. We tested copy, visuals, and format across Facebook, LinkedIn, and Google/UAC. Abridge also had several print ads in “Elephant and Tea” magazine, which helped them reach a younger demographic faced with cancer.
One-sheets were also an area of growth and opportunity. I conceived unique design systems for both audiences, physicians and patients, and heavily guided content so they were approachable and skimmable. We also created several co-branded pieces as Abridge explored new hospital partnerships and ways to engage physicians and patients.
The team
Head of marketing
Overview
The job was to add a new page to takescoop.com that shared customer stories and could be used as an internal and external resource for our B2B audience.
The process
The page showcased a customer video and seven case studies that spoke to Scoop’s variety of customers across human resources, sustainability, and facilities.
This was a new page that would be added to the existing site, so we wanted to be mindful of the site flow and be thoughtful about the design of this new page. I kept core elements like the font and CTA buttons and updated other elements like color to be more accessible and reflective of the brand’s current look and feel. The case study cards were a new module that was inspired by the scheduling cards in our app.
Design reviews were done in-person and asynchronously with key stateholders. I posted all design rounds in Zeplin the day before reviews, so the team had proper time to assess and leave comments. I also worked closely with engineering to ensure creative appeared correctly on all devices and platforms.
The final design elevated the user experience and better reflected the current look and feel of the brand. The page served to be the primary resource for sales and customer success and supported their narrative with existing and potential customers.
The page link was included in prospect emails and also forwarded when asked about customer references. The Human Resources case studies were the most downloaded, which aligned with the persona the sales team targeted, and the Stanford video received the most traction on the page.
My role
I concepted and executed the design.
The team
Brand, marketers, copywriter, project manager, engineers, and product
Overview
Holiday was Peet’s largest program of the year. This year the request was to push beyond our typical winter theme and create a festive Christmas campaign that could be celebrated across the entire brand (CPG, retail, wholesale, e-commerce, and social).
The process
In the past, Peet’s stayed clear of Christmas and religious references, so this opened things up creatively. While the doors seemed wide open, the concept phase proved to be the biggest challenge. We explored Christmas traditions with classic visuals like elves, gingerbread, music, and more, but none of these directions resonated or landed with the team. With an additional concepting round, we finally landed on that memorable holiday moment when you’re cozied up in front of a crackling fire with a warm cup of Peet’s.
This campaign required the deluxe lineup of creative assets and three photoshoots. Unique items to the program were holiday-designed hot cups, bean bags, foiled gift cards, a new embossed gift card carrier structure, merchandise, gift packages, and updated red pricing menu boards. Note, designing the holiday hot cups was especially exciting because it was the only time of year Peet’s debuted new cups and customers looked forward to the reveal every year.
Fun fact: we had a cloth napkin produced with our red holiday plaid to be styled with our products in our photography.
My role
I concepted, art directed, and executed the campaign: POP, packaging, and merchandise across retail, wholesale, CPG, e-commerce, and social. I also press-checked the POP, hot cups, and gift cards at three different printers.
In addition, I concepted and art directed three separate on-site photoshoots for retail, e-commerce, and social. This included pre and post-production.
The team
President, brand, marketers, photographers, food stylist, prop stylist, photo retoucher, copywriter, designers, project manager, printers
Overview
People & Planet supported the communities and environments where Peet’s coffees were grown. The new product line launched in all channels (retail, wholesale, CPG, and e-commerce) and focused on Direct Trade, Farmer Assistance, and Certified coffees.
The process
The creative challenge was producing a modular design system that could adapt to each channel’s unique coffee lineup and certifications. We also had limited photography, so I partnered closely with the coffee team to create an accurate narrative and select the most ownable professional and stock photos.
Signage and fixtures were required for retail and CPG. Wholesale (airports, universities, and partnerships) created a unique trifold sell sheet and set of seven posters to educate and showcase the collection in an engaging and interactive manner. The wholesale assets pushed the brand creatively, as we wanted to attract a younger demographic, and these were new formats we were designing for the first time.
My role
I concepted and executed the entire campaign: POP, sell sheet, coffee cards, and posters. I also made selects on all photography and press-checked the collateral.
The team
Brand director, coffee team, marketers, copywriter, project manager, and printer
Overview
From Peet’s love and coffee to the addition of Order Ahead, Peet’s loyalty program grew each year, offering both more features, products, and personality.
The process
Peet’s loyalty program, Peetnik Rewards, launched when I first joined the team and it was one of the first projects I worked on. The program first launched with a rustic look and feel and duotone photography that was seen across the app, emails and in-store collateral.
Several years later, Order Ahead launched and the program was due for a refresh, as the old collateral no longer represented the sophisticated brand it had become.
Order Ahead required a lot of new photography as well. Product shots for the app and lifestyle photos for its debut on social.
We worked with two different photographers. The product shot list included 200+ food and beverage items. I concepted the photography style and mapped out the lighting, perspective, backdrop, and glassware in a detailed prepro. The product photography required several days of shooting over a month’s time. I worked closely with a trained barista, food stylist, and retoucher to ensure all products appeared accurately.
For the social photoshoot, we sourced and worked with a new photographer, and the photos showcased users interacting with the app on-the-go and in-store.
My role
I concepted and executed the retail POP and emails for the launch and POP for the refresh, including the press checks for both. I also concepted and art directed the on-site social and product photoshoots, and owned pre and post-production.
The team
Marketer, photographers, food stylist, prop stylist, photo retouchers, copywriter, project manager, models, and printer
Overview
Biossance is a clean beauty brand that uses biotechnology to create sustainable and safe skincare products. For this project, I partnered with the brand’s Creative VP and Design Director to concept their annual Friends + Family event. This 12-day sitewide sale required a large creative kit that would be showcased across the site, email, and social.
The creative ask was to brand this mega event with a memorable lockup and fresh photography that could tell a variety of stories and pair well with existing photography. The event required numerous site refreshes, daily emails, and regular social posts and stories, so the photography needed to be versatile and scalable.
In addition, the photo team had less time to shoot this campaign than in previous years, so we had to be strategic and selective in what was shot and how, and make sure the new photography sat seamlessly with existing images.
Overview
The request from our CMO was to redesign our existing shoppers to be modern, active, and feminine. The shopper spurred other packaging creations like the unique gift card holder and clothing tags.
My role
I produced dozens of concepts before landing on this design. I explored graphics and photography and experimented with color in and outside of our brand colors. In the end, the geometric pattern checked all the boxes, using a sophisticated silver color palette with a pop of purple from the brand chi symbol, and properly reflected the brand then and where it was heading. The design was applied to all brand assets: the two shopping bag sizes, gift cards, gift card carriers, e-commerce, and catalog.
For the shoppers, we kept the shapes and PETG material from the previous design and selected new grey-colored handles to match. The gift card holder was an original structure that I concepted and designed. The goal was to include the beloved branded hair tie as a free gift with purchase. I explored many different sizes and shapes but ultimately landed on this solution. My solution was practical, using the hair tie as a closure for the holder, but it also showcased the bright purple tie with powerful brand messaging.
I worked with several vendors to discuss different ways to produce the holder. Ultimately, we landed on this solution, which was most cost-effective and didn’t require adhesive to include the gift card in the carrier. This design also took store operations into account. Associates scanned the gift cards to add value upon purchase, so it was important that the gift cards came loose and could be placed in the carrier after purchasing.
The team
Art director and CMO
Overview
Peet’s launched fresh and local breakfast sandwiches in Portland and Boston. Unlike other regions, these sandwiches were never frozen, so this was valuable information we wanted to market and message.
The process
This campaign was different from others we had worked on in two major areas, photography and product. For years now, Peet’s had owned its dark luxe photography, but the requesters wanted to see marketing that would brighten up the coffeebars and showcase the fresh ingredients.
In addition, Portland and Boston used unique local vendors, so the product lines varied in products and number of items, which could impact the marketing’s messaging, layout, and photography.
I tried to approach the creative as systematically as possible. In the end, we stayed true to the brand’s premium aesthetic and warmed-up the photography, using a cherry wood surface against a fabric grey backdrop. We applied the photography style was to both regions, but created unique layouts and shots. A bacon sandwich was intentionally available in both regions, since it proved to be a top seller based on Peet’s historical data, and was chosen to be the hero image.
My role
I concepted, executed, and press-checked the retail POP. I also concepted the photography and art directed my first on-site photoshoot, also owning pre and post-production.
The team
R&D, marketer, photographer, food stylist, photo retoucher, copywriter, project manager, and printer
Overview
Peet’s coffee plays a valuable role during the busy holiday season. Amidst the flurry, it’s Peetniks’ love of coffee that keeps them going. “Coffee First” is what they say.
This direction is modern and minimalistic. Custom coffee and tea illustrations adorn the backdrops of the dark lux beverage photography. The twinkly geometric illustrations create magical winter moments on whatever they touch, including the hot cup in your hand.
My role
This campaign was particularly memorable because we partnered with a local design studio, Lab Partners, to create whimsical ownable coffee and tea illustrations to cover Peet’s stores, online, and grocery aisles with holiday cheer.
I concepted, art directed, and executed POP, packaging, and merchandise across retail, wholesale, CPG, and e-commerce. I press checked POP, hot cups, and gift cards at three different printers. I also concepted the photography and owned the pre and post-production.
The team
President, brand, marketers, photographer, food stylist, prop stylist, photo retoucher, illustrators, copywriter, project manager, and printer