The Work Behind the Work
Purple Carrot
From Niche to Necessity:
Scaling a Plant-based brand for mainstream demand
The Challenge: Support the evolution of a cult-favorite DTC brand into a mainstream plant-based leader by evolving its creative system for scale without losing clarity or conviction.
The Approach: Led a full-scale brand transformation evolving Purple Carrot’s creative system to support category-level positioning and scale.
Built a unified creative system connecting brand, campaign, lifecycle, and performance creative across channels, aligning storytelling across acquisition and lifecycle touchpoints under one creative logic.
Redesigned creative operations to enable high-velocity output while maintaining consistency, quality, and speed across production.
Led a multidisciplinary creative team across strategy, design, and performance with shared standards and execution accountability.
The Outcome:
$89MM revenue (2020), +98% YoY growth supported by a performance-led creative system
$100MM+ revenue (2021), +11% YoY growth through scaled omnichannel execution
40% reduction in production timelines through modernized creative operations
Increased creative output while improving consistency, speed, and cross-functional alignment
Big Little Bar
Big Nutrients, Little Bar:
Redefining Functional Nutrition Through a New Category Lens
The Challenge: Launch a disruptive functional nutrition product and define how a new category could be expressed through brand and creative system design in DTC.
The Approach: Helped build the brand from the ground up, co-leading creative strategy and vision for a DTC-first functional nutrition startup.
Tested and refined multiple positioning directions to identify the clearest entry point for a product without established category language.
Led an integrated creative team across copy, design, photography, and web to translate a new product concept into a cohesive brand system designed for clarity and conversion.
Partnered cross-functionally with product, operations, and CX to align brand expression with product reality and go-to-market execution.
Directed performance-aware creative connecting brand storytelling to digital acquisition and early lifecycle engagement.
The Outcome:
Successful launch of a differentiated functional nutrition product with clear category positioning
Established a cohesive brand system translating a new product concept into market-ready clarity
Early traction supported investor confidence and informed expansion into a broader portfolio strategy
Built foundational creative and operating model to support scale beyond launch
Wellness Pet
Campaign Systems Designed for Speed, Scale, and Performance
The Challenge: Translate a refreshed brand system into scalable campaign execution across a complex multi-brand portfolio and evolving commerce environments.
The Approach: Led in-house creative teams extending a refreshed brand system developed by Colossus across performance, retail, and digital campaign environments.
Directed creative across display, paid social (Meta), CRM, OOH, retail, and commerce touchpoints, adapting established guidelines into channel-specific assets built for consistency and scale.
Expanded brand expression across full-funnel experiences including packaging, retail, and digital commerce while maintaining cohesion across every consumer touchpoint.
Led cross-functional execution across design, copy, and production teams, balancing creative integrity with the demands of speed, performance, and volume.
Partnered closely with marketing and internal stakeholders to support high-volume campaign output across evolving business and channel needs.
The Outcome:
Consistent deployment of integrated campaign creative across paid, owned, and retail media
Improved scalability and efficiency of in-house creative production under high-volume demand
Strengthened consistency of brand expression across commerce, packaging, and digital environments
Enabled faster iteration and deployment of campaign assets across retail and performance channels
