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Images Unsplash & Ericka McConnell Photographyhttps://www.erickamcconnell.com/

Performance success stories — highlights wins tied to KPIs and revenues highlight how targeted strategies translate into measurable business gains. Each example focuses on a specific challenge, the solution implemented, and the direct financial impact—often reflected in revenue growth, higher conversion rates, or expanded market share. By showcasing before‑and‑after performance, these case studies demonstrate how data‑driven decisions and operational improvements can unlock new revenue streams, optimize costs, and accelerate overall business performance.

LECCA delivers clean, functional nutrition built for today’s health‑driven consumer. Every product is crafted from SuperFood ingredients, plant‑based formulations, high‑fiber blends, and naturally powerful proteins — creating food that fuels energy, supports wellness, and fits modern lifestyles. LECCA stands at the intersection of taste and purpose, offering better‑for‑you options that elevate everyday eating while reinforcing a brand promise rooted in transparency, quality, and real nutritional impact.

Spec Work

Images by Ericka McConnell

https://www.erickamcconnell.com/

Ashley Sleeps brings Serta’s new iComfort ECO to life with a clear, compelling vision: a premium sleep experience built on sustainability, comfort, and modern consumer values. This launch positions iComfort ECO as the bed that delivers high‑performance support while reducing environmental impact — a solution aligned with today’s eco‑driven shoppers. Through focused storytelling, clean visual direction, and a retail‑ready message, Ashley Sleeps showcases iComfort ECO as the smart, responsible upgrade for customers who want comfort without compromise.

Ideated, created, and finalized a unified promo structure that strengthens the SERTA masterbrand while giving Perfect Sleeper, iComfort, and Arctic clear, differentiated roles in the value ladder. This framework streamlines promotional planning, aligns messaging across retail channels, and ensures each sub‑brand delivers a distinct consumer promise — from dependable everyday comfort (Perfect Sleeper) to advanced performance (iComfort) to cooling innovation (Arctic). The result is a cohesive, scalable promo system that drives clarity for shoppers, efficiency for partners, and stronger conversion for SERTA’s full portfolio.

The launch of iComfortECO by Serta in 2023.

Images by Dane Tashima — https://www.danetashima.com/

segment. Using insights from the Shutterfly Demand Landscape team (Karen Higgins), we focused on two key groups: Core Customers (40–50), a loyal segment with room for incremental growth, and Experiential Explorers (30–45), a high‑value acquisition audience.

This segmentation allowed us to deliver precise, resonant messaging — “Any Perfect Picture Thing” for Core Customers and “Any Drunked Holiday Hat Thing” for Experiential Explorers — while reinforcing product differentiation through claims like “Best Card Ever” and “Lay‑Flat Photo Books.” The campaign clearly articulated what sets Shutterfly apart in a crowded category.

My team extended the platform across major seasonal sales moments, including Cyber Monday, ensuring consistency and performance throughout peak. The result: a 9% revenue increase in Q4 2019.

The Back‑to‑School summer campaign was executed as a full 360 program across Site, Tablet, Email, App, and Connected TV. Centered on personalization — a core Shutterfly differentiator — the campaign positioned every child as unique, celebrating traits like Loud, Quirky, Bold, and Funny. Inclusive casting, including a differently abled child, generated strong positive customer response and reinforced Shutterfly’s commitment to representing all families.

“Unique Gear for Unique Kids” served as the creative anchor, built around a blue‑tonal blackboard system with school‑themed environments such as lockers, a gym, a study desk, and a library. Print extended the story through a “day‑in‑the‑life” narrative featuring a mom preparing her three kids for the first day of school.

Cutout elements provided flexibility to highlight key headlines and adapt the campaign across major summer promotional moments, including July 4th and Labor Day. Video creative brought the concept to life with a Shutterfly school‑bus cutout, featuring kids showcasing their personalized products — with a playful dog as the bus driver — delivering a memorable, brand‑ownable visual device.

Our digital strategy activates key consumer moments by aligning brand expression with real‑time purchasing behavior. Each touchpoint — from onsite modules and app placements to email, paid social, and connected media — is designed to meet customers where they are in their decision journey. By pairing brand‑led storytelling with data‑driven triggers, we deliver the right message at the right moment: inspiration during browsing, confidence during consideration, and urgency at conversion. This approach ensures every digital interaction reinforces brand equity, accelerates purchase intent, and maximizes revenue impact across the full funnel.

Art Director Gabi Anderson, Sr. Designer Congilia Lovine, Designer, Sara Lai, Copy Kat Martitsch

Moving images played a central role in amplifying Shutterfly’s brand expression and driving consumer engagement across two major campaigns. For the Anything Fly’s Holiday campaign, motion assets delivered fast, playful, and highly modular storytelling — enabling rapid personalization, product callouts, and humor‑driven moments that resonated with both loyal customers and new audiences. The dynamic format supported high‑volume seasonal demand, reinforced Shutterfly’s creative edge, and increased visibility across paid and owned channels.

For the Back‑to‑School summer campaign, moving images showcased the “Unique Gear for Unique Kids” platform through energetic, character‑driven vignettes. The school‑bus cutout device, kid‑led product reveals, and inclusive casting created a memorable visual identity that translated seamlessly across digital placements. These assets strengthened Shutterfly’s personalization narrative, highlighted product differentiation, and supported conversion during a key shopping window.

Together, these motion‑driven executions elevated brand storytelling, increased campaign flexibility, and delivered stronger alignment between consumer intent, product relevance, and Shutterfly’s core value proposition.

These mini campaign inititiaves leverage key seasonal moments to drive emotional relevance and incremental revenue across the Shutterfly portfolio. By aligning product storytelling with high‑intent occasions — celebrating parents, honoring graduates, and expressing gratitude — we create timely, personalized messages that convert. Each moment is supported by targeted creative, clear value propositions, and product‑led differentiation, ensuring Shutterfly remains the go‑to destination for meaningful, customized gifts. The result is a cohesive, scalable holiday strategy that deepens customer engagement, strengthens brand affinity, and maximizes performance during peak gifting periods.

The Challenge

When I arrived at Shutterfly as the Creative Director of Digital it was immediately clear that we needed to ideate, create and implement standards of consistency in regards to all digital mediums; site, email and app. My team and I met with our partners to trouble shoot needs that would give us the flexibility to tell various content stories in more powerful and impactful ways.

The Opportunity

By creating templates that were flexible and adaptable we were able to have design options for consumer-facing marketing in site, email and app. These templates created a more nimble set of options to tell stories and enabled our design partners to iterate with more speed and ‘hitting the mark’ faster. We were able to cut considerable time for our Web-Dev partners and maintain a consistent template and feel that supported the brand.

The Outcome

By streamlining landing pages, emails, app design and web development process, we introduced Sketch and InVision to support the design teams. We achieved a more cohesive look and feel.

Art Directors

Consiglia Lovine, Gabi Anderson

Shutterfly’s 20th Anniversary campaign leveraged a multi‑channel strategy to strengthen brand affinity and drive engagement across its loyal customer base. A national contest invited existing customers to share personal stories, creating an authentic pipeline of user‑generated content that reinforced Shutterfly’s emotional value proposition and inspired broader audiences. The brand amplified its impact through a partnership with The Ellen Show, aligning two purpose‑driven platforms to donate to meaningful causes. This collaboration expanded reach, elevated brand visibility, and underscored Shutterfly’s long‑standing commitment to celebrating real connections and giving back.

Art Directors: Consiglia Lovine, Gabi Anderson

Stella & Dot is a direct seling company that empowers women to work on their own terms.

Stella & Dot Summer 2018

Creative Director Molly Bellar, Art Directors Timothy Jones, Theresa Fischer

Stella & Dot Spring 2018

Creative Directors, Liddy Walseth, Timothy Jones

Loyalty Program

www.stelladot.com

Revitalizing the Ever Skincare line presents a strategic opportunity to strengthen the Stella & Dot Family of Brands by elevating a high‑potential category with strong consumer demand. The revamp will modernize Ever’s product architecture, sharpen its clinical‑meets‑clean positioning, and streamline the portfolio for clearer differentiation and stronger retail performance. By updating formulations, refreshing packaging, and aligning messaging to today’s ingredient‑savvy, results‑driven customer, Ever can reclaim its leadership in clean beauty while driving incremental revenue across both existing and new audiences. This initiative positions Ever as a more competitive, contemporary, and scalable brand within the Stella & Dot ecosystem — ready to meet the next wave of growth in skincare.

Imagery for pitch only.
Sang An

http://www.sanganphotography.com/

The HOOPLA schematics outline the full strategic and operational framework for Rodan + Fields’ premier annual corporate event. Designed to introduce new product lines and deliver high‑impact education, the schematics define the end‑to‑end experience — from main‑stage presentations and breakout learning sessions to product‑demo environments and consultant engagement zones. This structure ensures consistent brand expression, clear product storytelling, and seamless flow across all touchpoints. By aligning content, space planning, and audience pathways, the HOOPLA schematics create a cohesive, scalable event platform that drives consultant motivation, product adoption, and year‑over‑year business growth.

Ruby Ribbon, a direct‑selling shapewear start‑up, was built on a clear market opportunity: empowering women with products that help them look and feel their best. As Creative Director, I defined and led the brand’s visual strategy to strengthen market presence, elevate product storytelling, and support stylist acquisition. Over my tenure, the company doubled performance across both sales and stylist growth, driven by a more cohesive brand identity and a clearer, more compelling value proposition. We collective increased revenue by 600K and doubled the stylists during my tenure.

I led a cooperative workshop between Hong Kong Polytechnic University and Presentation Packaging Ltd., developing premium packaging concepts for Diageo’s Johnnie Walker Black targeted exclusively to the Mainland China market. Working within a high‑value allocation of $20 USD per unit — a significant investment intended to be consumer‑absorbed — I served as Creative Lead overseeing a multidisciplinary team of 12 students across Product, Communication Design, and Advertising.

Of the program’s eight‑year history, only two concepts were ever purchased by the client; ours was one of them. Presentation Packaging selected the City Lights and Snow Globe designs, both now in production for the Mainland China market, demonstrating the commercial viability and strategic alignment of the work.

The e:Motive e‑book was developed as a branded digital asset to commemorate Hong Kong Polytechnic University’s annual transportation‑themed summer workshop. Designed to capture program highlights, showcase student innovation, and reinforce institutional leadership in mobility design, the e‑book served as both a documentation tool and a strategic marketing piece — elevating the workshop’s visibility, supporting future recruitment, and strengthening industry partnerships.

kidsGo! is a series of family‑focused travel guides designed to empower children to influence trip planning and increase engagement in the travel experience. Positioned under the tagline “Tell Your Parents Where To Go,” the collection delivers destination insights for Hong Kong, Phuket, Bali, Sydney, London, and New York. The guides provide a differentiated value proposition in the travel category by combining kid‑friendly perspectives with practical family travel information, creating a product that drives both discovery and purchase intent for parents seeking smarter, more enjoyable travel solutions.

Illustrations. Tania Willis / www.taniawillis.com

A large‑format book was developed to showcase the global documentary work of photographer Philipp Engelhorn, culminating in the publication True Fables. Created in conjunction with a gallery exhibition at No Borders, the project served both as a premium visual asset and a strategic fundraising vehicle. Proceeds supported Vision First, a Hong Kong–based nonprofit dedicated to assisting refugees, aligning the creative initiative with a broader social‑impact mission.
with a gallery show at
No Borders benefitting
VIsion FIrst — a non profit
organization that aids 
refugees in Hong Kong.

Sheer is a transparency‑driven fashion initiative that connects consumers directly to the realities of garment production. The project, developed in collaboration with Elizabeth Pulos, translates manufacturing practices into clear, accessible information — moving from workshop to wardrobe. By demystifying the supply chain and elevating visibility into how products are made, Sheer strengthens consumer trust, supports responsible purchasing behavior, and positions transparency as a competitive advantage in the fashion market.

A large‑format coffee‑table book was produced for SODIC, a nonprofit organization, to celebrate the cultural and environmental heritage of Siwa, Egypt. Featuring expert photography from a curated group of international photographers, the book served as both a premium visual showcase and a strategic storytelling asset. Designed to elevate awareness, support cultural preservation, and strengthen SODIC’s mission‑driven positioning, the publication functioned as a high‑impact tool for engagement with partners, donors, and the broader community.

A major Broadway headliner, I Am My Own Wife is the Pulitzer Prize–winning one‑man production that chronicles the extraordinary life of Charlotte von Mahlsdorf, an antiques collector who survived both the Nazi and Communist regimes while living openly as a transvestite. The play delivers a compelling, historically grounded narrative that examines identity, resilience, and moral complexity. Doug Wright’s work offers audiences a powerful exploration of twentieth‑century Germany and the ambiguities of survival, making it a high‑impact cultural asset with strong critical and commercial appeal.

Spot Co with Creative Director Gail Anderson

https://www.spotnyc.com/

My career began in New York City after graduating from Parsons School of Design, where I spent more than a decade art directing magazines. Those years shaped my creative foundation — a discipline built on strong typography, narrative‑driven layouts, and visually led storytelling. It’s where I learned to merge compelling content with elevated aesthetics, establishing the design approach that continues to define my work today.

Branding is often reduced to a logo — as if a mark alone can define a brand. But real brand building goes far deeper. Strong typography, intentional art direction, and a clear narrative are what give a brand its true expression. Logos and lockups are only one chapter; the broader brand story is built through visual systems, tone, and the emotional cues that shape how a consumer experiences the brand.