The Work Behind the Work
Purple Carrot
From Niche to Necessary: Reimagining a Plant-Based Brand
The Challenge: Take a small-but-mighty DTC brand with a loyal cult following and help it punch into the mainstream.
What I Did: Led a full-scale brand transformation that took Purple Carrot from DTC niche to national retail. Grounded in new attitudinal segmentation insights, I reimagined the visual identity and extended the brand into a flexible ecosystem — one that could stretch across retail, digital, and performance channels without losing its soul.
What Happened:
$89MM in revenue (2020) through performance-first brand creative
$100MM+ in revenue (2021) via omnichannel storytelling and audience expansion
Cut production timelines by 40% and scaled creative output without burning out the team
Built and mentored a multidisciplinary creative team that could think like strategists and execute like killers
Big Little Bar
Big Nutrients, Little Bar: Changing The Nutrition Game
The Challenge: Enter a saturated wellness market with a product no one’s seen and a brand people actually care about.
What I Did: Helped build the brand from zero. Co-developed the strategy and creative vision for a DTC-first functional nutrition startup designed to challenge the supplement aisle one bar at a time.
We pressure-tested three brand positions, prototyped storytelling across channels, and followed what stuck. I led an integrated creative team (copy, design, photo, web) to shape a clear, cohesive identity with emotional lift and commercial legs.
What Made it Work
We didn’t just launch a bar. We launched a reason to believe.
A human-first narrative that stood out in a sea of sameness
Seamless brand experience across digital, product, and growth marketing
Cross-functional partnership that aligned CX, Product, Ops, and Creative
Storytelling that performed not just aesthetically, but in impact
*After early traction and a validated product-market fit, the investor made a strategic decision to roll the concept into a larger portfolio brand — a move that built directly on the foundation we created.
