Responsibilities
Team Leader & Art Director on the Digital Design Team. Lead AD on 2 seasonal campaigns (Fall & Summer), redesigned the WFM Email design system(13+mil subscribers), co-championed the brand-forward editorial Inspo Email series, provide creative oversight on What’s New, Local and Evergreen site content, and recently led the omni-channel Sourced For Good campaign launch.
Program
Sourced For Good
Responsibilities
Lead Art Director: Concept, photography, motion and storyboarding for in-store display, PR Anthem video, Hulu spots (:15 & :30), web, social and email.
Notes
Our challenge was to rebrand and relaunch WFM’s Whole Trade Guarantee. A great program with low brand awareness. Over 60% of customers didn’t know about the program, but loved the mission once it was explained. So a new name, brand and launch campaign was created to introduce Sourced For Good (SFG), an exclusive WFM program where by purchasing particular products you are helping support farmworkers, their communities and the environment. A colorful macro photography campaign was designed to showcase the new branding and explain (in a simple way) the mission-based difference in SFG products.
Wins
The 6 week campaign created a measurable positive halo effect on the WFM brand; including a 5% increase in brand love and a 6% increase in consideration/shopping intent. Our interactive IG Story Quiz also exceeded expectations with over 11k responses (compared to an average response rate of 500).
Program
What’s New
Responsibilities
Lead Art Director: Concept, photography, motion and storyboarding for in-store, web, social and email. IG story design system and in-store print design system established to decrease internal creative churn and increase brand consistency across the program.
Program
Whole Foods + Progressive Turkey Insurance
Responsibilities
Art Direction & Creative Consultant.
Notes
This was a fun, fast turn collaboration between our internal creative and PR teams, Progressive, and their agency team. Our internal team made sure the insurance message and terms were clearly stated in a fun way, the Whole Foods brand shined through, was featured well on set, and the silly turkey creations had as much appetite appeal as a raw turkey possibly could.
Wins
Coverage: 1,404 total stories (231 online, 1,173 broadcast - including the Today Show)
Impressions: 290MM
Customer sentiment and coverage: Near 100% positive
Program
Inspiration Email Series
Responsibilities
Lead Art Director & Designer
Notes
Co-championed with my writing partner Olivia Bloom. Our goal was to create a more inspirational, editorial-leaning email series to build brand love and create new, evergreen content that customers were looking for(not another sales message). A new design system was built to differentiate it from our Weekly Sales series and to create a more bespoke feel for each email. The Inspos always feature a fun, animated GIF for the hero, so really enjoyed working with different WFM designers to give them the opportunity to concept and art direct an animated GIF shoot (with email’s small file limitations).
Wins
Open rates regularly exceed 25% and research showed that our Inspo Series had better recall and created more brand love than national TV, at a fraction of the cost.
