Before and After

After starting at Grove, leadership and new business goals demanded that Grove prioritize the customer experience, increase cart orders, and acquire new customers. After partnering with the marketing team to revise the strategy, it was clear creative also had to change. Grove’s new personality became strong, confident, and charismatic. The existing creative was sweet and soft.
Grove’s color palette was dull and muted, the images were pale, design was fussy, products were hidden, and copy was meek.

Under my leadership, my team and I introduced a vibrant new color palette, designed dynamic and engaging compositions, and placed bold, confident headline copy front and center to speak directly to our customers. We established distinct brand identities for our retention programs, adjusted the art direction to proudly showcase our products with more emotional resonance, and simplified the design system for better clarity and accessibility.

These powerful changes not only strengthened customer trust and created clear differentiation from the competition, but they also boosted paid acquisition performance, improved the customer experience through adherence to accessibility standards, and connected more deeply with our customers' emotions.