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A few case studies

Beautiful Nutrition | Creative Director

  • THE CHALLENGE

    Brought in to launch a new women’s wellness brand for a new portfolio brand, identity, voice, product, packaging, all of it. B2B and B2C: land on shelves, convert in carts.

  • Bottle of Neutracare Hair & Scalp Conditioner next to black text that reads 'Because Nature's a Bitch' with a yellow 'Shop Now' button.

    SOLUTION

    Built a brand around real-life problems, with packaging and voice to match. Made for busy women who want fast answers. Clean shelf appeal. Clear messaging. A little cheeky, never boring, because good health should make you smile.

  • Healthy Hair Diet

    PRODUCT DEVELOPMENT

    This was my first time formulating with a chemist, but not my first time turning insight into market-ready stories. Same thinking, just bottled.

  • Three bottles of Mix Fix Conditioner Booster for hair, labeled Moisture, Volume, and Replenish, standing side by side.

    STORYTELLING

    Products told a story, like MIX FIX, a weekly add-in that revives your favorite conditioner. A few drops once a week brings back that first-use feeling. No need to switch products.

  • UI/IX Branding

    SITE DESIGN

    Built like a smart friend with zero patience for BS. The content-rich site served up research-backed info in a clear, conversational tone—quick to get, easy to trust. It made products like supplements feel less clinical and way cooler.

  • A mobile phone displaying a webpage titled 'Beautiful Nutrition' with an article about prenatal vitamins for non-pregnant women, and a printed page with health and nutrition products and supplements, including powders, pills, and a section labeled 'Crafted for Women'.

  • Logos of various online stores and brands including Drugstore.com, Zulily, Walmart, Chamberlin's, ALBI Beauty, Lucky Vitamin, and Amazon.com.

    THE RESULT

    Within a year, it was on shelves at Walmart, Drugstore.com, and LuckyVitamin, with e-comm growing steadily.

MeWe | Creative & Strategy Director

  • MeWe: THE CHALLENGE

    Turn Plumpy’Nut—a life-saving, peanut-based food for malnourished children—into a nutritious, kid-friendly snack for U.S. families, with all proceeds supporting Edesia (its manufacturer) in the global fight against childhood malnutrition.

  • A young child with blue eyes drinking from a milk carton while wearing an orange bib with a lion and a blue bird design.

    SOLUTION

    A peanut butter-based kids' snack, packed with essential nutrition and designed to introduce peanut allergens at the right time—supporting healthy growth and early allergen exposure in one delicious squeeze.

  • Healthy Hair Diet

    PRODUCT DEVELOPMENT

    MeWe’s squeeze packs made introducing peanuts simple, safe, and stress-free—easy to serve, easy to swallow (unlike thick peanut butter), and no mess to clean up.

  • UI/IX Branding

    SITE DESIGN

    …

  • STORYTELLING

    …

  • A colorful birthday card with cartoon animals and the message "Happy Half Birthday!" on the right side.

    CREATIVE MARKETING

    We marked babies’ 6-month birthdays—the sweet spot for introducing allergens—with playful cards and MeWe peanut butter samples, delivered to pediatricians’ offices to share with parents. Total hit.

  • Shelf with green, yellow, and pink cartons of apple cider vinegar or juice, and dark purple bags of whole grain puffs, along with a box of Beech-Nut Quinoa Crispies.

    A FEW STEPS IN THE RIGHT DIRECTION

    We started landing on shelves. Wegmans, Stop & Shop, and Dave’s were among the first to pick us up.

  • Chobani Incubator logo with blueberries and yogurt in the background

    BIGGER STEP IN THE RIGHT DIRECTION

    Selected to be part of Chobani’s Incubator

  • Child hunger awareness campaign featuring Chobani yogurt containers with cartoon characters, including a peanut and an apple, and a banner reading '100% PROFITS TO FEEDING CHILDREN'.

    THE RESULT

    MeWe didn’t just scale—it got scooped up by Chobani and relaunched as “Chobani Ends Child Hunger” jars and squeeze packs.

SheerStyle | Creative Director & Founder +

  • SheerStyle: THE CHALLENGE

    Millions of women buy hosiery (stockings and shapewear), but the experience hasn’t evolved. In stores, it’s shoved in a corner. Online, it’s treated as utility and sold as one-offs. That’s the gap SheerStyle is built to own.

  • Screenshot of an online fashion store featuring women's clothing and accessories, with sections for new arrivals, blog updates, and a popup showcasing business casual outfits and tights.

    SOLUTION

    A modern hosiery brand and store with curated drops, designer-approved looks, and a subscription that keeps pace with real life, and rips.

  • Collage of vintage black-and-white and color images of women in 1950s fashion, with a quote about wearing a pair of shoes multiple times, and a screenshot of a website offering sock subscriptions featuring images of women in short skirts and stockings.

    SUBSCRIPTIONS

    When tights rip, we don’t blame the brand, we blame ourselves. That’s why I knew this needed a subscription model. Built to Rip, Made to Repeat

  • Healthy Hair Diet

    PRODUCT DEVELOPMENT

  • A collage of women's fashion outfits and accessories for different looks, including dresses, skirts, tops, shoes, handbags, jewelry, and sunglasses.

    CREATIVE MARKETING

    Partnered with NYC designers who had strong followings but needed content. We styled our stockings with full looks to eliminate guesswork, let customers shop the outfits straight from our shoots, and earned cross-promotion on designer channels.

  • A gray square with no distinguishable objects or features.

    STORYTELLING

  • UI/IX Branding

    SITE DESIGN

    …

  • Sorry, I can't see or interpret the image.

    THE RESULT

    Sold it (kind of): a tale of ambition, creativity, spreadsheets, and mild regret. Ask me sometime.