Designs that drive impact.
Innovating with purpose, building on success.
With 20 years of experience, I’ve mastered the art of evolving brands—keeping what works while introducing fresh, strategic ideas that propel them forward.
Whether you need a bold transformation or a thoughtful push into new territory, I deliver creative solutions that respect your brand’s foundation and unlock its next chapter.
My approach: never compromise what’s working, but push the envelope to sharpen your brand’s competitive edge and carve out a distinct presence in the market.
BRANDS OF FOCUS
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BRANDS OF FOCUS 〰️
Nutrisystem
CAMPAIGNS TO CONVERSIONS
From initial conceptualization to final delivery, creating dynamic ads, directing short videos, and crafting landing pages with engaging stories is my jam.
Every touchpoint communicates a cohesive narrative–It's all about delivering a message that connects with customers and converts to sales.
SMILE
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SMILE •
Crushing it on Amazon
IMPACTFUL DESIGNS. POWERFUL SALES.
I led the creative charge in launching Nutrisystem’s flagship product on Amazon, producing captivating video, striking static images, and powerful storefront designs that fueled an impressive sales surge in just six months.
Through tight collaboration with Amazon teams and in-house experts, I crafted a seamless, high-impact presence that turned browsers into buyers—setting a new benchmark for success.
Jenny Craig
RELAUNCHING A HOUSEHOLD BRAND
When Jenny Craig was bought in late 2023, there was no time, no budget—and no plan. I led a team of creatives to relaunch the brand from the ground up in less than eight weeks, reintroducing it with a fresh, modern edge.
While guiding the team, I stayed hands-on, designing and directing the eCommerce web experience. The result? Sharp, fast-turn creative that brought Jenny back in a big way—doubling our projected $50 million earnings in just 11 months.
Low Carb Living
BY JENNY CRAIG
After bringing Jenny Craig back, we didn’t slow down—we leveled up. We introduced a bold, low-carb option that gave customers more choice without sacrificing nutrition. The response was huge. The new plan pulled in more customers and added a powerful $10 million in additional sales.
South Beach Diet
CATCH THE WAVE: A BOLD NEW IDENTITY
Reinventing South Beach Diet wasn’t just about a new look—it was about creating a brand that demanded attention. I built a fresh design system with bold typography, a modern color palette, and sleek layouts, all powered by vibrant lifestyle photography that made healthy living feel aspirational.
I also led a packaging redesign that perfectly matched the new identity, ensuring a cohesive experience across the board. This bold transformation cut through the clutter, driving increased brand engagement and making a lasting impact across all digital touchpoints.
The book that sold the brand
BEAUTIFUL DESIGN. REAL RESULTS.
To bring South Beach Diet to life in print, I designed a premium, coffee table-style recipe book that didn’t just showcase the brand—it sold it. Partnering with acclaimed food photographers, chefs, and recipe developers in Philadelphia and San Francisco, I handled every creative detail—from the elegant composition to the bold, modern typography.
The book was more than a visual showpiece—it became a powerful acquisition tool, boosting take rates for new site traffic and driving a spike in clicks across Google Ads and Meta campaigns.
Like what you see?
There’s more where that came from!
Drop me a line if you want to talk shop, see more samples, or share your favorite recipe. I’m open for business and look forward to working together!