Objective To support a premium fitness lifestyle brand during a period of rapid product expansion, elevating the core line of luxury performance bags while scaling the company into new culinary verticals.

Strategy & Execution Joining the creative team in 2015 provided a foundational masterclass in cross-functional design. I was immediately immersed in a high-paced environment that demanded both technical precision and strategic thinking. Working within a lean department, I helped guide new product lines from their initial concept through to final market launch. This role challenged me to seamlessly bridge the gap between physical product development, packaging design, and high-converting digital marketing.

Deliverables & Impact

• Product Expansion & Packaging: Played an integral role in the design decisions that brought the brand into the kitchen. I crafted the visual identity and physical packaging for a new line of hot sauces specifically formulated for fitness enthusiasts.

• Apparel & Bag Design: Contributed directly to the physical product pipeline by designing vector flat sketches and exploring colorways for new waist bag concepts. I also meticulously prepared and retouched product photography for widespread retail distribution.

• Digital Marketing & E-commerce: Created engaging visual assets and UI layouts for daily social media content, promotional giveaways, and email campaigns designed to drive direct-to-consumer sales.

• Retail & Merchandising: Crafted detailed print catalogs and marketing materials for in-store merchandising displays. These assets clearly communicated the patented integrated meal management system of the luxury bags to retail consumers.