As ACD on the Chewy Healthcare team my lead is to concept, direct, and create thumb-stopping videos for organic and paid social. Next in line is to concept and execute campaigns for Chewy.com and healthcare businesses such as Connect with a Vet and CarePlus.
No topic is taboo in pet healthcare. From dog poop to needing to know if Bruno’s meds are with or without food, I take delicate-and sometimes gross-topics and make them easily digestible (pun intended) for current and new Chewy customers.
My first task at Chewy was to lead and manage the design for the launch of Chewy’s new business, Chewy Vet Care.
Leading a small but mighty team we handled launch assets including physical location signage, email, paid social, out-of-home campaigns direct mail, site assets for Chewy.com, and every little sticker and doodad that comes with a vet clinic opening.
Yes, that also included a coffee cozy for our human friends at the pet snack bar.
Recently I’ve lead the charge in creating still and video content to use in upcoming assets for all of the 14 open clinics and counting.
I was attracted to Walden’s brand: real, raw, and humble. Their mission to provide locally raised meat from nearby farmers to people looking to know where their food comes from was inspiring.
As creative director, I refocused the brand’s visual identity, created a stylistic approach to photography and content, and amped up all digital channels, social, print, and site.
Content creator was just one of my many hats: you could find me straddled over a roast taking pics and then next day in mud boots in Massachusetts taking pics of some chickens. Building a brand from the ground up is not for the weak, but Walden provided plenty of protein to build that muscle.
Led the rebrand of Keurig.com to align with the company’s new master brand direction. Defined and implemented updated typography, photography, and copy style to reflect a modern “coffeehouse” aesthetic across all campaigns, product pages, and site experiences. Developed premium PDP content featuring video, interactive elements, and product storytelling highlights — all designed with full WCAG accessibility compliance.
As Subway was redefining their position, I was brought on as Senior Designer to help navigate the team through an entire menu change which impacted customer experience.
This meant a -lot- of sandwiches had to be photographed. I directed and attended shoots to ensure new photography was captured and mouthwatering.
I partnered with the CD in leading the team to create new window signage, in-store POP, organic & paid social, eCRM assets, POP packaging, franchisee tutorial videos and more to bridge the new brand direction for restaurants.
After the new design implementation, stores saw a lift in ordering and satisfaction and reduction of order errors.
CD: Stephanie Caruso // ACD: Johnathan Eckels // SD: Molly Monchgesang
Art directed and hands on design for the launch of Keurig® KOLD™ — a revolutionary system for single-serve sodas, teas, and seltzers.
Concepted and designed packaging for newly developed beverage brands as well as licensed icons like Coca-Cola® and Dr Pepper®. Created traditional and digital launch campaigns, and art directed photography and video to bring the fizz and flavor to life.
Concept from the liquor soaked ground up on this beverage brand for Keurig KOLD. Inspired by the roaring 20’s and the prohibition times, I lead the team through multiple iterations of ideas, directions, logo designs - all of it.
Led design direction on package development, social media assets, and product launch assets for site and partner sites.
Plus, we got to be on set with an authentic 20’s car and flapper’s hairband feather, pretty rad.
Yes, it was the store in the mall with the massage chairs and weird gadgets.
Many years at Brookstone, I art directed retail campaigns, created packaging for in-store and B2B, and helped redefine the airport brand and strategy. Created layouts for both in-store and digital assets that were part of multichannel product launches.
Trade show design as well as concept for yearly CES booth with larger than life design concepts.
Stride Rite needed some refreshing with it’s approach to it’s spring line of kids shoes but owned and licensed.
Approaching spring with fun and quirky copy headlines in combo with on-brand photography style, the refresh made the in-store and digital store more fun.
For the licensed brands the direction leaned into kids and their When they put on their shoes they become their beloved princess or superhero idol. I mean, who doesn’t want to think that a good pair of shoes can’t change your world?
CD: Molly Monchgesang // Copy: Shoshanna Kelly
It’s time to donut! Engage audiences in The Original Donut Shop® by driving to digital launch through media placement. Concept, direction, and execution of digital launch. Super fun, playful, and engaging.
some of the beautiful work I’ve had the privilege of partnering with some exceptionally talented photographers.
Erica Allen // Charles Schiller // Scott Pitts
Meals for Kids is a citywide initiative dedicated to ending childhood hunger in Nashua, NH. Developed the organization’s brand identity from the ground up including logo design, visual system, and voice. Extended design system across print materials, digital collateral, website, and social media to inspire community awareness and action.
This was close to my heart. No one in this country should go hungry, especially kids.
Designed and sized out digital + paid social campaigns in addition to creating traditional print collateral.
Production maven sizing out hundreds of digital ads to spec and keeping brand standards up.
Refreshed the visual brand for this iconic chocolate business situated in New Hampshire. Brand guidelines, mobile optimized email, and new photography style.
Created the digital campaign for Laughing Man®'s Make Every Cup Count campaign that kicked off at SXSW 2018.
Landing page design, extensive CRM, social assets, and paid digital.
When a pint opens, so does the conversation. Friends talk. Stories flow. Tales become legends. Storytelling, one of our oldest traditions pairs perfectly with beer, the world’s oldest drink. Ours bring a modern twist to those timeless classics. Pop one open, and believe in the story waiting inside.
Concept project by me.
High end travel goods for the high end traveler. New concept store opened by parent company Brookstone, it offers a brand for travelers who care about quality and design in the mundane of objects. Say stylish phone charger?
I love Halloween so when ShopMorbid.com needed a new web design, how could I say no? With just a hint of brand guidance and a ton of content to wrangle, I designed a site that’s equal parts creepy and compelling. From art directing the photography to steering the creative reviews, I’m thrilled with where we landed – something truly scary good.
Conceptual project for a barber shop geared towards big, beautiful beards.
