One time I had to translate a brand’s ethos into visuals was during my work with Karen Kane, a fashion brand that caters to modern, sophisticated women—particularly middle-aged consumers who value timeless style with a contemporary twist. My first step in the process was to deeply understand the brand’s identity and personality. Karen Kane is not trendy in a fast-fashion sense, but she’s far from boring. The brand leans into classic silhouettes, effortless elegance, and understated chic—appealing to a woman who wants to feel confident and stylish without compromising on comfort or authenticity. Once I grasped that ethos, I conducted a visual audit by exploring not only Karen Kane’s existing content but also sourcing inspiration from similar brands and lifestyle content on Instagram, Pinterest, and even print catalogs. This helped me identify what kind of imagery, colors, and typography would feel both relevant and aspirational to their target audience. From there, I crafted content that reflected their elevated tone—soft, neutral palettes, clean lines, and editorial-style layouts—while ensuring that each piece communicated warmth and sophistication. The goal was to create visuals that not only aligned with Karen Kane’s core values but also caught the eye in a busy feed and resonated emotionally with their consumer.

One visual brand I really admire is Poppi, the prebiotic soda company. Their branding stands out because it's bold, playful, and instantly recognizable — all while staying true to their mission of making gut health approachable and fun. What resonates most with me is how Poppi blends wellness with a pop-culture edge. Their color palette is vibrant and upbeat, with bright pinks, oranges, and yellows that feel refreshing and modern — a visual cue that this isn’t your average health drink. Their use of oversized typography, retro-inspired design elements, and clean packaging creates an aesthetic that feels both nostalgic and futuristic at the same time. On social media, Poppi’s branding carries over seamlessly. Their content is full of Gen Z humor, trending audio, and bold visual storytelling — it feels human, not overly curated. They make health cool without being preachy, and that’s a hard balance to strike. Whether it’s a campaign, a can, or a TikTok, Poppi’s visual identity is cohesive, expressive, and deeply aligned with the lifestyle they promote: vibrant, gut-healthy, and fun.

One successful social media campaign I worked on was for EO Essential Oils. The goal was to boost brand awareness and drive trial of their bath and body line, especially among wellness-oriented Millennials and Gen Z. We partnered with a group of micro and mid-tier influencers in the wellness space — from yoga instructors to skincare bloggers — and invited them to share short, authentic videos of their evening wind-down routines. Each post featured EO’s products like their lavender bubble bath and body oil, captured in calming, candle-lit settings with soft ASMR elements to evoke sensory relaxation. The campaign ran primarily on TikTok. It was a great example of how storytelling and sensory branding can bring wellness products to life in a digital space.