Fruit CBD Seltzer

august 2020 

To begin this branding project, I started off with using Pinterest to gather inspiration. I included imagery that inspired me for the mood, color pallete, illustration style, and typography for my imaginary Seltzer brand. I compiled my findings into a mood board so I could reference it throughout my design process and use it was a method to make sure I didn’t stray from my original concept.


My initial idea was I wanted to create a seltzer that someone would stumble upon in a bodega and be excited to try. FRUIT’s packaging is bold & colorful, just like the beverage inside the cans. For the logo I created two iterations, one focusing on the ambigious fruit icon, and the second a bold typographic logo incorporating the icon into the dot on the letter I. For each flavor profile I included an additional accent color, and blocky illustrations of the fruit.


KIND Snacks

Graphic Design Co-op
january 2017 - july 2017

Bar Bar
At KIND I redesigned the Bar Bar, a booth that is brought to live events to sample bars. I designed 5 chalkboards, one for each product line sold at the time. I updated the design by adding food photography and and the banner illustrations.

Web Order Insert
Using brand guidelines, I designed three different printed inserts that were put in deliveries from online web sales. The insert on the left was a double-sided print that included information about the KIND Snack Club, and a check list of the different product lines. I designed and prepped all files for printing.

“High Five” was designed for repeat customers and “Thank You!” for new customers.

Kjaer Weis

Web Design
july 2019 - present

Invisible Touch Liquid Foundation
This foundation launch was Kjaer Weis’s biggest launch of the year, with 24 different shades of foundation. This was a product our consumer was excited for, so we pulled out all the stops in terms of marketing, making sure to give it the adequate support it deserved.

Landing Page
One way we “pulled out all the stops” was creating this custom landing page. This page lives in the featured portion of our website, and is where the paid advertisments for the Liquid Foundation drove to. The purpose of the page is both to educate and excite our customer on this new product launch. I  designed the page with guidance from our Director of Ecom who provided feedback on what our developers would be able to accomplish. It was imporant to me to find little ways to make this page interactive, such as a few special hover effects & video content.

Email Campaign
For the Liquid Foundation launch I designed a customer email campaign that included 7 emails to go out over a 2 week time period. Below is a snapshot of the email content we sent out. I included gifs where I felt it worked best, and in some cases just let the imagery shine through, all while keeping the same look & feel.

Digital Ads

I also designed digital ads that were used on Instagram and Facebook to promote the Liquid Foundation launch. I used stills, video content, and campaign copy to create finalized ads that aligned with the messaging the Marketing team had outlined. 

Now that most of our retail stores are now back open, print was an important aspect to this launch. I designed this double sided brochure that is meant to be used in stores to  showcase our newest launch on the front side and our hero products on the back. On the brochure there is a QR code that drives to the Liquid Foundation landing page that I created.

Inspired Start

Graphic Design
august 2017 - january 2019

Email Marketing

At Inspired Start I worked on revamping our email marketing to help engage our customers.  I decided to go for more playful and eye-catching designs that fit our audience of moms ages 25-35. Most moms also check their email on a phone or tablet, so these gifs were designed to maximize space in that format while also being readable and informational.

Goal to encourage customers to refer a friend.

Goal to share more ways to purchase Inspired Start.

Goal to encourage repeat purchase.

Goal to collect new customer NPS scores.

Instagram Content

Event Story Posts
I designed Instagram story posts to notify our followers about live events we are attending.
Quote Posts
I curated quotes and designed instagram posts that we shared weekly on @inspiredstart. These have ended up being the most highly engaged with content on our instagram.

Story Quizzes
I wrote and designed quizzes that we shared on our instagram store for our followers to engage with. 
Cover Images
Using emojis and icons found on the noun project, I created Instagram story cover images.


Packaging Extension
I created prototype packaging designs that were used for customer testing new product concepts, such as “superfood chews.”


Beginner’s Guide to Reducing Waste & Saving the Planet

Full book
fall 2018

Book Design

We all love the planet earth and want to do the best we can to take care of it. But that can be hard and overwhelming. This book is for girls ages 10 - 14 to read and learn about how to take care of the planet, even if they don’t already see themselves as young environmentalists. It covers topics from recycling to personal care, and everything in between.

I designed, illustrated, and hand-bound this book for my capstone project at Northeastern University in Fall 2018, taught by John Kane.

I started off my project knowing I wanted to talk about sustainability. I then worked on sketches of what I was invisioning for my book, and brainstormed the kinds of content I wanted to include. Through that, I was able to determine who my audience was.

After coming up with the overall concept, and brainstorm what specific topics I wanted to cover, I did thumbnail sketches for the full book, which I used as a guide throughout my writing and design process. 

Museo Rounded
Shelby Handletter

Wausau Paper, Astrobrights
Stardust White 24/60lb text
Typeset in EB Garamound and Karla