Head of Creative at Milk Bar
Packaging Design, Art Direction, Digital Marketing, In-store Bakery Signage
Photography: Caroline Arcangeli
Props: Jane Budnyk
Milk Bar Crunchies, our newest grocery store cookies are bite-sized and packed with crispy rice cereal for a deliciously satisfying crunch.
Milk Bar Summer 2023 campaign – Strawberry Corn Cake + Truffles
Milk Bar Mother’s Day 2023 campaign – Blueberry Muffin Cake + Truffles
Packaging Design
Headquarters is a scalp care brand that’s rooted in the idea that a great head of hair starts with a healthy scalp. Headquarters grew out of the needs of real women, a ton of research, and a lot of love. We’re the newest brand developed by Harry’s Inc. (think Harry’s and Flamingo), and we’re here to prove that there’s a better way for people to engage with their own health, one day at a time.
Given the task of redesigning a brand that had launched within the year, I serve as the Lead Graphic Designer, Art Director, Illustrator, hand model, and anything else our team might need. From educating users on the benefits of scalp care (you might have heard that your hair is, technically, dead), to standing out on shelf under the fluorescent lights of Walmart, to branding and launching three new products, Headquarters has been quite the ride.
Packaging Design: Portrait Studios
Scalps have something to say…
We are real dirty. From product build-up to daily life, people have been ignoring their scalps for ages, and Headquarters is putting a stop to that. Our “Dirty” campaign took to the streets, literally, by highlighting all of the dirtiest places our scalps go (think that gross dive bar last weekend, the alleyway shortcut you use to get to work), we are here to tell you that it’s time to clean your scalp. Through customer insights, it was clear that most people weren’t making the connection between dirty life and dirty scalps, and we wanted to really connect the dots in an obvious and unforgettable way. By bringing up the scalp problems others may have been embarrassed by, we started the conversation by airing our own “dirty laundry.”
Production: Piacere
Motion Graphics: Matt Posorske
Copywriter: Shanelle Drakeford
Motion Graphics: Matt Posorske
Illustration: D'Ara Nazaryan , Design: Rory Simms
Design: Rory Simms
3D Design: Frank Zaremba
Graphic Design, Art Direction, Illustration
In partnership with other Walmart-exclusive scalp care brands, we launched a back-to-school themed end cap to educate customers about the importance of scalp care. We wanted it to stand out under the fluorescent lights of a retail environment, as well as truly tout the benefits of each component of the Headquarters routine.
Not Your Mom’s Hot Oil Treatment! Major Magic Melting Super Oil Shots have been reinvented into easy-to-use pods that help strengthen* strands, fight frizz and leave your scalp feeling soothed and nourished.
I served as the Art Director for packaging design, photoshoot, and launch assets.
Packaging Design: Frank Zaremba
Concept, Art Direction and Styling, Pre/Post Production, Storyboards, and Graphic Design
Art Direction & Design: this document arrives in all customers’ first HelloFresh box, and really has to tell the story of our mission and why the consumer should be proud of their order.
Design & Illustration: Redesign of the EveryPlate box to fit with new branding and new claim as “America’s Best Value Meal Kit.”
Quarterly Magazine highlighting different goings-on of the HelloFresh brand. Content Creation, Art Direction, and Design of the Fall Edition.
Concept, art direction, illustration, pre/post-production
Art Direction
Art Direction, Illustration
Art Direction and GIF creation
Art Direction, Design, Animation
Art Direction, Design, Animation
In the initial stages of COVID-19, when everyone was stocking up on HelloFresh, we came up with the idea of a refrigerator “personality test” on Instagram Stories to lean into the different ways people were adapting.
Art Direction
Quarterly Magazine highlighting different goings-on of the HelloFresh brand. Content Creation, Art Direction, and Design of the Fall Edition – Inside page
Design + Art Direction
Easy Eats Campaign: Art Direction, Design, Logo Design, Animation
October Magazine content within all October boxes. Concept, art direction, and design.
This new product, a sub-brand of the HelloFresh retail product, provides customers the flexibility to change up their protein option in each recipe. They purchase the protein on their own, while the kit provides the rest of the goodies needed to cook a delicious meal. Icons and color-coding lend a hand in knowing which type of protein pairs with each recipe, and the whole suite of products shows the variety of recipes and the difference between our core product.
Art Direction
Concept, Art Direction, Design
Weekly Art Direction
Art Direction and GIF creation
Art Direction
Concept and Design for OOH Campaign
Branded Giphy Content for Instagram organic posts. Check them out by searching “HelloFresh”!
Concept, Design, Animation
Concept, Art Direction, Design:
Let’s face it, when it comes to summer, there are more options than you can handle. Mountains or beach? Surf or turf? Vacation or staycation?
Lucky for you, HelloFresh is breaking down your summer options into summer showdowns, so you can decide how to make the most out of every day.
Announcement Post for IG Story. Art Direction, Design, and Animation
Art Direction and Design
Partnership with Jessica Alba’s Honest Co. – Art Direction
EveryPlate’s recipe card redesigned for a more brand-forward approach, as well as accommodate different additions to its menu (like CustomPlate!)
Art Direction, Design, Animation
In conjunction with the Mother’s Day specialty box, this magazine advertised the product and offered more activities to do with mom!
Concept, Art Direction, Design
Concept and Design for OOH Campaign
Organic social and digital content for PepsiCo
Concepting, Art Direction, Retouching, and design for a "scientific" approach to a bruschetta snack using PepsiCo products
Hand lettering and illustration
From compost to coconut husks, check out 4 ways PepsiCo is striving to reduce, reuse and recycle more waste from our operations.
Design and iconography, for Pepsico.com and driven to by all social channels.
Happy New Year! Illustration and animation
Art Direction, Design, Illustraion, and Storyboards for animation
Sink your teeth into these savory garlic flavors from @StacysPitaChips, @Sabra, and @smartfood to keep #vampires at bay!
Design, Illustration, Storyboards
Shareable notes for users and their Valentines
Concepting and designing of a hands-on Snapchat filter for attendees to interact more closely with chefs and food samples from the PepsiCo kitchen. Featured at the world’s largest annual meeting of food and nutrition professionals, The Food & Nutrition Conference & Expo™ (FNCE).
Art Direction, Illustration, and Storyboarding for animation.
Hand lettering, illustration, and animation
Art Direction and Production of GIF
Gifts (Enamel Pins) and Branding for the Chobani Women's Conference 2016
Vinyl Wraps for outside graphics (both when open and closed)
Pre-opening vinyls for windows to hide construction zone.
Art Direction and Production.
Art Direction + GIF Production; madewithchobani.com
A new product innovation for Headquarters, this lightweight formula acts as a barrier that shields strands from heat damage and breakage for hair that feels silky-smooth and soft. Featuring skincare’s favorite all-natural protectant, squalane; mushrooms; and vegan keratin, we wanted to convey that this product would be your personal shield against damage. Using shapes and patterns from our existing suite of products on the outer carton, and an elevated approach to a "shield" on the inner bottle. In order to stand out from our competitors, we wanted to use shape, color, and overall feeling of energy on our bottles, especially in such a small space.
Design & Illustration: Redesign of the EveryPlate box to fit with new branding and new claim as “America’s Best Value Meal Kit.”
I designed this box was to raise awareness of our sustainability efforts company-wide. Part of a larger campaign, this box replaced our original box and provides instruction on how to recycle each component of our packaging and gives customers a reason to feel good about their HelloFresh purchase.
This new product, a sub-brand of the HelloFresh retail product, provides customers the flexibility to change up their protein option in each recipe. They purchase the protein on their own, while the kit provides the rest of the goodies needed to cook a delicious meal. Icons and color-coding lend a hand in knowing which type of protein pairs with each recipe, and the whole suite of products shows the variety of recipes and the difference between our core product.
Design & Production
Science Diet Packaging Concept: working with branding and packaging agency Beardwood & Co, New York, NY
Science Diet Re-Brand OOH Billboard Concepts: Science Diet Packaging Concept: working with branding and packaging agency Beardwood & Co, New York, NY
Packaging and logo designs for Zaza Kitchen & Home goods, sold at Target and Bed Bath & Beyond
Bloom Your Brand, Floral Illustrations
VANITYFAIR.com: From Almond Milk to the Putting Green: California Drought Shaming, Diagrammed
Made for coloring in at the Target Café.
Design and Illustration by myself.
Printable PDFs for vf.com's Oscar coverage.
Issue Preview for Instagram
Issue preview for Instagram
Issue preview for Instagram
