The Work Behind the Work
Purple Carrot
From Niche to Necessary: Reimagining a Plant-Based Brand
The Challenge: Elevate a small but passionate DTC brand from niche cult favorite to mainstream powerhouse.
The Approach: Grounded in fresh attitudinal segmentation insights, I led a full-scale visual rebrand of Purple Carrot, evolving its brand identity into a flexible ecosystem that could stretch across retail, digital, and performance channels without losing its plant-based soul. I built a creative engine capable of delivering full-funnel creative execution, from high-volume performance assets to polished brand campaigns, seamlessly.
The Outcome:
$89MM in revenue (2020) through performance-first brand creative
$100MM+ in revenue (2021) via omnichannel storytelling and audience expansion
40% faster production timelines without burning out the team
Built and mentored a multidisciplinary creative team that could think like strategists and execute with fire
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 before and a brand people actually want to connect with.
The Approach: 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 distinct brand positions, prototyped storytelling across channels, and doubled down on what resonated. I led an integrated creative team (copy, design, photo, and web) to craft a clear, cohesive identity that balanced emotional lift with commercial muscle.
The Outcome:
Launched more than a bar. We created a reason to believe.
Delivered a human-first narrative that cut through the noise of wellness sameness.
Created a seamless brand experience across digital, product, and growth marketing.
Fostered cross-functional partnerships aligning CX, Product, Ops, and Creative.
Produced storytelling that wasn’t just pretty — it drove measurable impact.
*Early adopter data paved the way for the investor’s strategic decision to fold the product into a larger portfolio brand building directly on the foundation we created.
