Led the design and visual identity for GoldBug’s brand refresh, uniting three separate brands into one cohesive experience across Amazon, Walmart, Target, and Social. Oversaw the full packaging redesign, built a unified digital and physical brand language, and led the design of a new DTC site to bring it all to life.
The GoldBug rebrand and brand management
Visual Design Management and Launch of DTC Site
Packaging Redesign and Development
Influencer Boxes
Drove the creative for how GoldBug shows up to Influencers, introducing a comprehensive marketing story. From custom shipping boxes with a saturated ground and bold wordmark, to custom-branded packing tape, to UV Spot printed insert cards telling them just a little bit more about us (and driving additional traffic back to our DTC site. Managed approvals across 4 departments, approved creative, and drove art direction.
previous packaging
packaging overhaul
Redesigned packaging to modernize the brand, enhance shelf appeal, and create a giftable unboxing experience. Transitioned from a full-color box concept to a lighter, brighter mailer box based on vendor feedback—introducing a doodle floral background for added texture. The structural redesign included a fold-down paper tab for dual merchandising (shelf or peg), meeting key retail standards. Strategic use of lifestyle imagery and a bold wordmark increased visual impact, while thoughtful interior messaging like “You’re doing great” reinforced brand voice and connected with parents at an emotional level.
Supplemental Packaging
Influencer Boxes
Marketing Collateral, Social Graphics, Animation and Photoshoot Direction
GoldBug Swag, Product Design
Created Prime Day Animated GIF
Instagram Highlight Bubble Icons, Art Direction and Brand Management
Target Product Launch Post, Animation and Art Direction
Collab Giveaway Post
Valentines Promotional Post, Animation and Graphic Design
Prime Day "Last Call" Ad, Graphic Design and Campaign Direction
Model and Set Styling, Creative Direction and Styling
Product Enhanced Imagery Graphic, Art Direction
Brand right "4th" Post, Art Direction
