The Work Behind the Work
Good creative doesn’t just get attention—it earns it. Here’s a look at some of the brands I’ve helped define, grow, and turn into category leaders.
Purple Carrot
Scaling a Plant-Based Powerhouse
The Challenge: Take a niche brand and make it a household name.
The Approach: Led a full-scale brand transformation, refining its storytelling and visual identity while expanding into new channels.
The Result: A market-dominant, plant-based brand surpassing $100MM revenue.
Led a full-scale brand transformation elevating Purple Carrot’s market presence and driving revenue past $100MM.
Directed and mentored a high-performing creative team, optimizing branding, campaign strategy, and visual storytelling across all marketing channels.
98% YoY growth ($89MM in 2020) through performance-driven brand creative.
11% YoY growth ($100MM+ in 2021) via omnichannel brand storytelling and targeted marketing.
Redesigned creative operations, cutting production timelines by 40% while increasing creative output and efficiency.
Big Little Bar
Changing The Nutrition Game
The Challenge: A new brand needed a clear POV in a saturated market.
The Approach: Tested multiple brand positions and refined the best one.
The Result: A cohesive identity and compelling story that built early traction.
Co-developed the brand strategy and creative vision for a functional nutrition startup, successfully launching a disruptive D2C product in a competitive CPG market.
Built and led a high-performing creative team, overseeing copywriting, design, photography, and web development to craft a compelling and cohesive brand identity.
Co-led the development and execution of the go-to-market strategy, positioning the brand for rapid consumer adoption and market differentiation.
Drove cross-functional collaboration with Product, Operations, and Customer Experience teams to deliver a seamless digital-first brand experience, optimizing engagement, conversion, and retention. Directed creative for performance-driven growth marketing, ensuring brand storytelling translated into scalable revenue impact.
Art Direction Credits
Design by Mike Clark — a seasoned Art Director and Designer with over 15 years of experience. As a founding member of Genuine, a leading digital marketing agency in Boston, and now the principal of Mike Clark Design, Mike collaborates with small businesses, start-ups, and emerging brands to create momentum through thoughtful, impactful design.
Design by Craig Muscanell — a multidisciplinary Art Director and Designer focused on strategic, purpose-driven branding. From wellness start-ups to global construction brands, Craig creates visual systems with clarity, intention, and a refined sense of craft inspired by his love of design, music, and timeless details.
Photography by Jayna Kropas — a Boston-based Art Director and Photographer known for her rich visual storytelling and playful, food-forward aesthetic. With a BFA from SUNY New Paltz and expertise in photography, styling, set design, and motion, Jayna crafts each image with warmth, texture, and a narrative sensibility that brings brands to life.