The Good Patch makes wearable wellness patches for everything life throws your way. We are the market leader and trusted wellness patch brand sold online and in over 12,000 retail locations nationwide. As the Head of Creative I oversee, manage, and lead the creative department in all their functions and responsibilities. Develop and design packaging solutions and in-store displays across all product lines. Create the brand aesthetic and oversee the implementation across all channels. Including brand campaigns, video and photography content, E-com, social media, print/digital ads, tradeshows, and in-house collateral. Creative direction on all photoshoots and other visual content. Work cross functionally with other departments to ensure all organizational creative needs are met.
Packaging Re-design
As the Head of Creative for SmartyPants Vitamins as well as an original employee. I have been instrumental in the branding and aesthetic of the company. From packaging, social, photo styling, digital, print, and shopper marketing. I have designed, art directed, or oversaw every step of the process. Our small but mighty internal agency has created best-in-class work that has helped take the company to a revenue growth from $300k to $170mm and a 36-point increase in national brand awareness during my tenure.
There are plenty of things as amazing as Skinny Cow candy. Unfortunately, they don't exist. In our first effort for the brand, we introduce the world to a Rational Toddler.
Role in project: Concept to completion.
The Higher Standards Bigger Smiles campaign came out of a rally cry from Dole Fruit. The brand wanted to take a stand on not using GMOs or high fructose corn syrup to their products. From that the campaign was born. Beginning with an online video, rich media banners, standard banners, as well as mobile. All these pieces drove to a Flipboard magazine where the message turned into a conversation. The magazine engaged consumers in articles they care about. Both in serious topics, as well as the more light hearted. Full of animated gifs using the Dole product, as well branded content throughout.
Role in project: Concept to completion.
Dolce Gusto is a single-serve coffee machine that is full of fun one of a kind designs. They needed a campaign that captured a target that encompasses that same fun flare. This campaign captured who that coffee loving girl is, and what gives her "gusto." Includes a print series, digital, outdoor, and an app featuring an augmented reality experience, a shopping cart and fun coffee utilities.
Role in project: Concept
Honda in-store and outdoor concept to promote their Summer campaign to "Go ride with your family"
Role in project: Concept
The King Me campaign launched to reinvigorate the core of King's Hawaiian consumers. The campaign showcased the versatility of the product family, and the range of recipes possible. This was done in print, a micro-site, and banner ads.
Role in project: Concept to completion.
Wonka launched a new premium ice cream line in test markets, and with that the "Flip for super premium Wonka ice cream" outdoor campaign was born. The campaign plastered the outdoor world in the city of San Francisco during the hot days of Summer.
Role in project: Concept to completion.
Dole launched a new product, and a new category with Dole Smoothie Shakers. This campaign entertained with a throw back to "Shake your smoothie" having some fun and educating the consumer on how the product works. The campaign included TV, a mobile site using the iPhone accelerometer, print campaign, and banner ads.
Role in project: Concept to completion.
TurboTax wanted to convey they are for the working guy, and understand the importance of hard work. With that tasked, the By the Numbers campaign was born. Showcasing people and the hard work they do everyday.
Role in project: Concept to execution
Dole Fruit Squish'ems needed a campaign to really let mom's know just how good this product is. The Squish'ems Success Stories campaign was born. It started with a series of standard and rich media banners, that drove to the Pinterest contest page. Here our viewers were prompted to share what their kid did for Squish'ems, for a chance to win a year supply. The campaign was so successful they extended the sweepstakes for a full year.
Role in project: Concept to completion.
NextEra Energy Services is the leader in clean energy in the country. To help customers see how simple it is to switch energy providers, save money and do good for the planet the NextStep an app was born. The app would use photo recognition to scan a current electric bill and instantly show the savings by switching and take the customer down the path to conversion. Also in the app is a utility section with energy saving tips, yesteryears aggregator, and a vampire energy infographic.
Role in project: Concept to execution.
Taco Bell fans are everywhere, and with that Taco Bell needs to be everywhere. The mobile app suite engages fans to keep the conversation going and get rewarded at the same time. From "Mas Skill"s videos that users can upload their own, to challenges, scavenger hunts, and check ins.
Role in project: Concept to completion.
The City of San Diego wanted to re-brand and have a fully encompassing site, where travelers can have custom tailored experiences and trip planning features in a one stop shop. A mobile version and apps to compliment the experience were included.
Role in project: Concept to presentation.
Whiskas re-branded with the I ❤ My Cat campaign, creating a movement for cat people to come out of the closets and be proud of their small furry counterparts. This campaign helped achieve just that. A website that has predominately user generated content, allowing cat lovers to show of their pets, shop for chic items, and watch all the cat videos they can handle. An app to locate products, and fun wild postings to seed the entire movement.
Role in project: Concept to presentation
Energizer needed to broaden their target audience. Advanced Lithium batteries set their eyes on small high tech electronics. This site played fun, entertained, and showed off some of those techy games and uses. The campaign included print, and banner ads.
Role in project: Concept to completion.
Pur water filters set out to educate consumers on the dangers of ground pollutants. The concept was born to send out ground crews into towns that have high levels of toxins in water supplies. Pur would give out water filters to the community, and educate on the health dangers of water pollution.
Role in project: Concept to completion.
Shutterfly wanted to show the beauty of their photo books, and the amazing people behind them. The campaign showcased real people and their stories. Showing snapshots of lives in "an open book" and the folks "behind the camera."
Role in project: Concept to completion.
Once vacation and travel season arrives, the need to capture and share those memories start to percolate. The Shutterfly "Picture perfect summer" site was born. No matter what the vacation, family activities, photo tips, and travel suggestions along with UGC content kept consumers coming back the length of the sweepstakes.
Role in project: Concept to completion.
