Role: In-House Creative Lead
I partnered with GEM's CEO and the Verdes NYC agency team to lead a 360-degree rebrand for a supplement brand that had outgrown its visual identity. GEM had built real loyalty around a strong product, but the creative system hadn't kept pace — it needed a visual language that could hold across a complex product ecosystem and signal category leadership from first glance.
Once the new system was defined, I took it from concept to market. Over 6 months I led a small in-house creative team through full-scale execution: rebuilding the e-commerce site, extending the identity into packaging, producing two photoshoots, and running creative across paid, organic, and email simultaneously.
Industry: Health & Wellness, CPG, Supplements, DTC
gem
What I CREATED
360-Degree Rebrand — over 3 months I worked closely with GEM's CEO and Verdes NYC to understand what the brand needed to evolve into to lead its category; real food supplements is a credibility game, and the new system had to earn that credibility visually before a customer read a single ingredient
E-commerce Website — 50+ screens shipped in under 3 months, built to hold subscription, education, and conversion in the same experience without any of them feeling like an afterthought
Packaging — the rebrand only lands if the physical product matches the digital world; this was the bridge between what Verdes designed and what a customer actually holds in their hands
Email Marketing — the highest-frequency touchpoint in DTC is also the easiest place for brand consistency to quietly fall apart; campaigns were designed so the inbox felt like the same world as the site
Paid & Organic Creative — a brand system is only as good as its performance; every asset was built to prove the new identity could convert, not just look good in a deck
Photo Production — two shoots to build the image library the new brand system actually needed — without it, the creative would have exhausted itself within weeks
