My Work

A small selection of projects that reflect how I think, decide, and execute across brand, product, and growth. My work sits at the intersection of product, science, brand, and scale, from translating formulation logic into clear stories, to launching and operating across markets.

Scientific & Product Storytelling

Product-led creative across structured supplement brands

Context

Worked across established supplement brands with clearly defined positioning and formulation logic, where the primary challenge was translating science and function into clear, credible, and commercially effective storytelling.

Focus

Product launch creative across multiple SKUs
Mechanism and benefit storytelling
Campaign concept development
Cross-channel asset delivery (web, social, EDM, promotional)

What made this complex

The portfolio spanned a large number of SKUs with different formulations, benefits, and levels of scientific complexity. Creative work needed to support both new product launches and ongoing promotional activity, while maintaining scientific credibility, regulatory sensitivity, and consistency across channels.

What I did

I led creative delivery across the supplement portfolio, shaping how formulation logic and functional benefits were communicated visually. Working closely with product and commercial teams, I helped define what mattered most for each product, then translated those priorities into mechanism visuals, launch assets, and campaign systems that could scale across channels.

This included end-to-end launch work for products such as Cel E, promotional campaign development for products including Cel 123, and extensive product storytelling across the portfolio, including SKUs such as MSc.

For more clinically positioned brands such as Theronomic, the focus was on mechanism animation and functional explanation, ensuring scientific accuracy remained central to the visual narrative.

Outcome

Clear, consistent product stories across a complex SKU portfolio
Strong alignment between scientific credibility and commercial messaging
Reusable storytelling systems supporting both launches and ongoing campaigns

International Expansion at Scale

UK & US launches across three supplement brands · Partnership with THG

Context

Led creative and design delivery for Wellizen’s expansion into the UK and US, launching six market-specific storefronts across three supplement brands in partnership with THG, under a compressed three-month timeline.

Focus

UK & US launches across SRW, Eimele, and Theronomic
Six new e-commerce sites delivered in parallel
Market-specific social media and promotional asset suites
Product, brand, and promotional asset systems
Alignment across creative, sales, and an external global partner

What made this complex

Each brand had different product mixes, positioning, and asset maturity. Every market launch required not only a new storefront, but coordinated social and promotional content to support go-to-market activity. Sales timelines were fixed, while creative volume increased sharply across channels, making consistency and delivery speed critical.

What I did

I redesigned how creative work moved across brands and channels, introducing shared standards and planning structures to support multi-market delivery. Introducing shared standards for product imagery and flexible formats that could scale across websites, social media, EDMs, and promotional campaigns.

To manage volume and speed, I introduced a centralised intake and planning workflow that clarified briefs, broke work into trackable tasks, and aligned designers, stakeholders, and sales teams around clear delivery timelines. I worked directly with THG to define requirements early and establish a delivery cadence that allowed creative work to move fast without rework across markets and channels.

Outcome

Six UK and US sites launched on schedule, each supported by coordinated social and promotional assets
Consistent brand presentation across markets and channels
Reduced friction between creative, sales, and external teams
A repeatable system established for future international launches
Across the Wellizen portfolio, creative output scaled from approximately 500 completed tasks in 2024 to over 750 tasks in the first three months of 2025.

Maintaining Brand Coherence Through Change

Creative direction for an evolving supplement brand

Context

Eimele underwent multiple shifts in product format and market positioning over time. While these changes were driven by broader business decisions, a key creative challenge was maintaining a coherent brand identity as formats evolved.

Focus

Brand and visual system stewardship
Creative direction across changing product formats
Campaign and promotional asset delivery
Production leadership and team coordination

What made this complex

Product formats varied significantly across SKUs, including supplements and, prior to my involvement, non-supplement formats such as herbal teas. Each shift risked fragmenting the brand if treated as isolated executions rather than part of a unified system.

What I did

I focused on establishing a consistent visual and tonal foundation that could flex across product formats without losing brand identity. This involved defining brand principles that prioritised coherence over individual executions, and applying them across product, campaign, and promotional work.

I also assembled and coordinated a distributed creative team, managing production and creative review to maintain consistency while allowing room for expression where appropriate.

Representative work includes Rainbow Essential, reflecting system-level visual development, and Coffee, where a more expressive key visual approach was applied within the broader brand framework.

Outcome

Improved brand coherence despite changing product formats
A flexible visual system capable of adapting to market shifts
Clearer and more consistent brand expression across channels

Packaging & Manufacturing Execution

Designing for production across supplement brands

Context

Worked across packaging design and manufacturing for multiple supplement brands, supporting product launches with production-ready artwork.

Focus

Packaging design across multiple brands and SKUs
Production-ready artwork and print preparation
Coordination with manufacturing and suppliers
Brand consistency across physical products

What made this complex

Packaging work required balancing brand expression with strict manufacturing, compliance, and print constraints, often across multiple brands and SKUs simultaneously.

What I did

I designed packaging systems that translated brand intent into manufacturable outcomes, ensuring clarity, consistency, and efficiency across SKUs. This included adapting creative concepts to real production constraints, managing artwork handover, and supporting multiple brands in parallel without fragmenting quality.