The Work
Happy
Head
Brand Elevation & Visual Repositioning
Happy Head is a leader in dermatologist-prescribed, customized hair growth treatments, but its premium credibility wasn’t reflected in its visual identity.
The Challenge: Reposition Happy Head from a functional DTC hair brand into a medically credible yet emotionally uplifting category leader.
The Results:
Increased AOV
Higher on-site conversion rates
Improved engagement on paid ads
Stronger brand perception feedback
SnackNation
Brand Evolution
Brand System Evolution & Visual Maturation
SnackNation’s foundational brand was strong, but it lacked a cohesive, elevated visual system. I introduced a refined typographic framework, new graphic and illustration systems, and a more dynamic use of gradients. The opportunity was not to reinvent the brand, but to evolve and mature it.
The Challenge: The existing identity had personality, but it lacked structure and a unified system.
The Results:
Increased brand consistency across departments
Improved sales deck performance
Higher engagement across digital campaigns
Positive internal team adoption of brand toolkit
Caroo
Rebrand
Brand Transformation & Narrative Repositioning
Caroo, formerly known as SnackNation, had evolved beyond office snacks into a full-service employee care platform offering premium gift boxes, wellness kits, and virtual experiences. The business had changed. The brand had not.
The Challenge: This was not just a redesign, it was a strategic redefinition of identity. Needed to preserve brand equity while also signal a bold evolution.
The Results:
Increased enterprise client acquisition
Higher perceived brand value
Expansion into new service verticals
Caroo
Commercial
Brand Awareness Campaign & High-Impact Production
Following its rebrand from SnackNation to Caroo, the company needed to strengthen brand awareness and clearly communicate its expanded value proposition.
The new identity was in place, but awareness and emotional connection needed to catch up.
The Challenge: Create a high-quality TV campaign that captured the real stressors facing HR leaders and team managers, positioning Caroo as the seamless, premium solution.
The Results:
Increased brand awareness metrics
Higher engagement on paid campaigns
Lift in demo bookings or conversions
Built In: “Find Your Forward” Integrated Campaign
Art Direction
Built In is a recruitment platform that connects companies and tech professionals around a shared passion for innovation.
The “Find Your Forward” campaign was designed to speak to two distinct but interdependent audiences:
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Tech professionals advancing their careers
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Employers building high-performing teams
The Challenge: Unify these audiences under one powerful brand narrative while driving B2B growth.
The Results:
Increased employer lead generation
Growth in platform sign-ups
Improved brand awareness among B2B prospects
Built In:
People Need Ideas Commercial
Art Direction
Built In had never produced a commercial before. As the platform continued to grow, leadership saw an opportunity to articulate its larger mission: “We empower humans to build the future.” This wasn’t a performance ad. It was a defining brand moment.
The Challenge: To elevate brand perception from job board to mission-driven innovation partner while resonating with both talent and employers.
The Results:
Lift in employer inquiries
Growth in user registrations
Internal alignment around brand mission
Sheetz:
“Just Cuz” Campaign
Art Direction, Brand Reframing Campaign
Sheetz is a high-energy convenience retailer known for its made-to-order food and cult-like following. Despite strong product quality, the brand faced a persistent perception challenge: People don’t expect great food from a gas station.
The Challenge: Dismantle that stigma and reposition Sheetz as a legitimate food destination, not just a convenience stop.
The Results:
20% increase in same-store food & beverage sales during the campaign
Shifted consumer perception as a legitimate dining option
Increased competitive positioning
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Sheetz:
"Made-to-Order" Campaign
Art Direction
Sheetz introduced a new touchscreen ordering system designed to streamline customization and elevate the made-to-order experience.
The Challenge: Broadcast brand spot to transform a functional product feature into an emotional, immersive brand moment. Reframing the touchscreen as the gateway to restaurant-quality food.
The Results:
Growth in made-to-order food sales
Increased touchscreen adoption
Positive consumer sentiment around ordering experience
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Schwarzkopf:
OSiS. Barber in a Box Campaign
Packaging, Illustration
Schwarzkopf launched OSiS Barber in a Box, an all-in-one professional men’s grooming kit designed for salons and barbershops. Award-winning stylist Matty Conrad anchors the campaign with a self-aware, charismatic persona. Merging Ron Burgundy’s theatrical confidence with the magnetic authority of “The Most Interesting Man in the World.”
The Challenge: Break through a saturated, cliché-driven men’s grooming market by launching a professional product system in a way that felt memorable, entertaining, and credible to barbers.
The Results:
Salon sign-ups
Social engagement
Award recognition
Boone’s
Bourbon
Branding, Packaging Design
Singer-songwriter Tyler Boone set out to develop his own take on American bourbon: unapologetic, bold, and rooted in authenticity.
The Challenge: In a saturated premium spirits market, flavor alone wasn’t enough. The brand needed a compelling visual identity and narrative that captured Boone’s Lowcountry Charleston roots and Americana / alt-rock sensibility.
The Results:
National distribution footprint across the U.S.
Secured key retail placements with major accounts including Total Wine & More
Early sales performance
Ghost
Grow 843
Branding, Illustration
Nicknamed “Ghost” for his discreet work maintaining aeroponic towers for clients like Mila Kunis and Ashton Kutcher, Garret Fleming brought his high-tech farming expertise to Charleston, founding Ghost Grow 843 to redefine local produce.
The Challenge: Introduce advanced aeroponic farming to a traditional Southern market while positioning the brand as both innovative, approachable and locally relevant.
The Results:
Built partnerships with local markets and specialty retailers
Positioned Ghost Grow 843 as a modern alternative to traditional farming models
Established brand recognition within Charleston’s culinary community
