I recently worked on the art direction and design for Hatch’s Mother’s Day campaign. A discount code of $15 off was offered with the goal to increase sales of their adult products: the Restore Classic and the Restore 2. The campaign was targeting new prospects, existing prospects with no registered devices and customers who had Hatch’s kids products but not a Restore.

I wanted the art direction to invoke spring and cherry blossoms, acting as a dreamier contrast to the copy direction that tried to reveal some of the lived realities of moms and maternal figures.

The biggest challenge with this campaign was the limited photography options, as there was no budget for a campaign specific photoshoot. At a startup you really have to juice the assets you have, and I did my best to get creative by combining illustrations and color treatments with the existing renders and photography.

Scroll to see the campaign performance results.

After going fully remote during the pandemic and adding nearly 70 employees from all over the globe, Surfline gathered the whole company together in Huntington Beach, California for the first ever company conference. The theme of the conference was “Homecoming” with a loose 80’s theme as a nod to Surfline’s founding in 1985. In under two weeks I created logos for the conference and prom party we were throwing. I also set up an easily editable landing page and print templates for signage.

The best part of this project was knowing exactly who the audience was! Scroll down to see the logo development process. Stakeholders in this project were the People Ops team, the VP of Design and the CEO of Surfline.

While I’m happy with what I was able to create in such a short timeline, I would have loved to be able to add more detail and dimension to the Homecoming prom party logo.

At Surfline I was a part of a new brand design team working with a newly formed marketing org. As a result I wore a lot of different creative hats. Projects ranged from print ads to multi-channel digital campaigns, to email systems and brand guidelines. In addition to hands on design, I also worked collaboratively behind the scenes with the design and marketing teams on project management, assignment tracking and asset organization and handoff.

Creative direction and design for Athleta’s Amplify Artist Series which celebrated Black female artists and their work. Athleta collaborated with 3 artists to create limited edition products—such as tees, masks or totes. In celebration of the initiative, Athleta donated all proceeds from these collections to a charity of the artist’s choice. I developed omni-channel templates that could be used for the duration of the series, creating a consistent look that was aligned with the larger Athleta brand. Cross functional partners included marketing leaders and retail creatives.

UX and brand design for Athleta’s bra finder. In 2020 Athleta relaunched their bra collection to be more inclusive in both size and activity. To help customers find their perfect bra I worked cross functionally with engineers, marketers, merchandisers and project managers to create this bra finder. In three questions she can find her ideal style with additional personalized recommendations. The launch and quiz were successful enough that it remained live for nearly four years after launch and was regularly updated as new styles rolled out.

In my two years at Athleta I created a lot of assets! On a weekly cadence I designed 2-3 emails, 2-4 Instagram stories and 1-2 Instagram feed posts all while finalizing the previous week’s designs. Additionally, I worked on longer term projects like promotions and art direction for future seasons. Examples of all are shown here.

While different channels had different processes, what I found to be the most crucial aspect for all was photo selection. Photography is extremely powerful for a retail brand. The success of these assets relied on the right photography to tell Athleta’s story in a way that was appropriate for each medium.

Creative direction and design for Uber Eats’ holiday campaign for North America and Canada. The goal was to create images, GIFs and messaging to be used across multiple channels from November to January (channels included CRM, paid performance, in-app billboards and social). My intention conceptually was to create a larger festive scene full of versatile elements that could be used together or independently depending on the needs of each channel. I took inspiration from vintage cookbooks to put together a classic table setting with an Uber Eats feast.

Content Strategy: Addie Diradoorian
Photography: Marcus Nilsson
Food styling: Maggie Ruggierro

Art direction and design for Uber Eats’ second annual global McDelivery Day. On July 19th, 2018 Uber Eats offered exclusive 90’s themed McDonald’s swag items through the Uber Eats app. I designed side by side with the Eats brand team and worked cross functionally with global stakeholders from the CRM and Performance Marketing teams.

From this campaign McDonald’s new eater first trips grew by +123%, with an estimated incremental ~4K first trips directly attributed to the promotion. The campaign also secured over 70+ pieces of global press coverage in print, broadcast and online.

While at Spotify I created these animations for a seven day onboarding email series sent to new premium subscribers. Each day shows and explains a new feature to help users make the most of their premium subscription. Initially sent out in Australia and the U.K., I later created a version of these animations to be tested in Japan. 

In an effort to retain and engage their users, Spotify created Tracked, a monthly email series that allowed people to relive their previous month of listening. I worked on the art direction and design of the emails, designing them in a way that was easy to screenshot and share. The series was so successful that it went on to influence the look of the 2016 Spotify Wrapped email, which was opened over 30 million times.

Also shown here are various performance marketing assets, with multiple variations for A/B testing.

Republic Records is the top label in the music industry but was lacking visibility, recognition and connection due to their prolific artists and many sub labels. I was tasked with creating a consistent look for the label on social media. My goal was to maintain a connection to the simplicity and power of Republic's black and white logo while letting the diversity of their roster shine through. 

The biggest challenge with this work was the ever-changing and fast paced nature of social media and the music industry. A lot of what I created had to be posted immediately and I would have preferred to have an extra round of exploration and critique.

While working as the designated designer for the digital marketing department of Republic Records, I lead the design of all digital assets for the label and their roster of artists. This included organic social, paid media, newsletters, blogs, contests etc. Here are some favorites. Drake and James Bay live images were shot by me as well.

Logos and digital/print collateral designed while working for Music Choice

1. The New Black a feature for Black History Month discussing the new generation of black artists

2. MC Icons a show recognizing iconic artists that showed consistent success on Music Choice platforms

3. The MC 100, the annual countdown of the top 100 videos of the year

4. Billy Joel concert evite sent to Music Choice partners

5. Sweepstakes branding for a trip to the Billboard Music Awards

Other stuff that doesn’t fit anywhere else. These all have stories behind them that I would prefer to talk about in a more personal setting.