• Evolved this packaged goods brand into a consumer-focused lifestyle brand
• Designed & produced packaging through production mechanicals
• Concepted & art directed photography library
• Redesigned e-commerce website
• Shot photos in-house for the brand's Instagram
• Designed custom icons and patterns
• Led a team of designers, and collaborated with copywriters, web developers, and marketing, social media and e-comm teams
![](https://cdn.myportfolio.com/2fef77f48057c731d069d7d7acc0309f/d7ff7199-e8b2-4837-a0cf-be443fc000f3_rw_3840.jpg?h=3403776962995b53ed6d8e8ee847d8de)
Pairing a bright, positive photographic style with bold typography, I kept the design language quick and efficient, in order to meet aggressive deadlines and build a stable foundation for this rapidly expanding brand.
![](https://cdn.myportfolio.com/2fef77f48057c731d069d7d7acc0309f/845f589e-5827-48be-8618-d8de66661b13_rw_3840.jpg?h=a9e9ec00a44c5700016b9f9a998c2fa6)
I worked with the internal web development team to redesign a website that focused on e-commerce, and incorporated space for lifestyle-focused stories.
![](https://cdn.myportfolio.com/2fef77f48057c731d069d7d7acc0309f/bb601d0f-37ae-4133-ae37-9a9df42189b5_rw_3840.jpg?h=57722bb982f99ddcd61aab0cf76a27f1)
Designed packaging and point of sale retail solutions, working closely with print vendors to produce packaging that is high-quality, projecting a brand worth the investment.
![](https://cdn.myportfolio.com/2fef77f48057c731d069d7d7acc0309f/4b95d3a3-cf57-4fe5-97a2-51b2e6c2cb82_rw_3840.jpg?h=4abff6a07a1c03f2c4d9e52ffac4648c)
I designed an icon language that showed the different effects of the products, with a visual icon for an abstract concept. Patterns were designed for the packaging, helping to add some layers and depth that showed what fruit each product would taste like.
![](https://cdn.myportfolio.com/2fef77f48057c731d069d7d7acc0309f/97c48d94-4924-4f6a-ab2f-3152b4837f8d_rw_3840.jpg?h=db496dbb32b776ec15a1f333508ebae3)
I art directed studio and lifestyle photoshoots to help bridge the gap between the product and everyday life, showing how consumers integrate CBD into their wellness routines.
![](https://cdn.myportfolio.com/2fef77f48057c731d069d7d7acc0309f/0de7290d-3438-4dfc-a88a-bc5b49b41de6_rw_3840.jpg?h=0bf5ec9f979218a1562f5f54a7c774fa)
Building on the color inspiration from my Hello_Spectrum Instagram, the studio photography focused on bringing color and playfulness to the social media grid.