DHC
As Creative Director of DHC, I led the omni-channel marketing creative team to support all US and EU customers and over 17 retailer partners including Target and Amazon. I passionately worked to redefine the DHC brand with a comprehensive brand book that included strategy, messaging, art direction, and style guide. I quickly implemented the new brand work to thoughtfully build consistency across every customer touchpoint, elevating the customer experience, strategically and uniquely positioning brand within the competitor space, meeting the marketing objectives, and driving internal efficiencies.
Role: Creative Director
Before and After
As Creative Director at DHC, I led a comprehensive rebrand for DHC. The previous brand had become inconsistent and diminished by overly youthful, culturally inappropriate, and playful design, styling, and messaging. I shifted the brand towards a more mature, refined direction that resonated with our audience and provided them with new reasons to engage and purchase. I developed beautiful new visuals with layered textures, polished and calmed design elements and templates, refined the tone of voice, and added human touches. Additionally, I subtly infused the brand’s Japanese heritage and its connection to the core olive oil ingredient for clear brand authenticity and ownership.
Art Direction Before
Art Direction After
Catalog Before
Catalog After
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Site Before
Site After
Art Direction Before
Art Direction After
Email Before
Email After
Art Direction Before
Art Direction After
Art Direction Before
Art Direction After