creative direction

I obsess over visuals as much as words—when both come together strategically you have yourself a great piece of content! I wear the hats of editor, creative director, and social media whiz to create not just great-looking content, but content that’s guaranteed to connect and perform.

salt & straw ICE CREAM

As the Director of Content & Digital, I crafted Salt & Straw’s look and feel and redefined the brand voice across the website, organic and paid social, and e-newsletter. I conceptualized and directed creative for marketing campaigns, including monthly flavor launches, directing the photography and design and ensuring the creative would resonate with audiences across platforms.

MONTHLY CREATIVE CAMPAIGNS

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BRAND PHOTOGRAPHY

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WEBSITE COPY & CREATIVE

Collaborating closely with the Director of E-Commerce, I saw Salt & Straw through its first major website redesign. I developed brand messaging around the company’s history, values, and point of differentiation and guided the visual storytelling.

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MAXWELL

As a content consultant for the creative agency Maxwell, I helped concept and execute a new look and feel for freeze-dried food company Mountain House and oversaw new content formats for Pacific Foods.

MOUNTAIN HOUSE

The beloved 60-year-old Oregon freeze-dried food brand wanted to make their product imagery more about the food, less about the pouch, and begin testing lifestyle content, like camping hacks.

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DELISH

When I started at Delish, the food team was one person: Me! I helped build the site’s look and feel, from photography to hands-and-pans recipe videos.