Enlightened
Creative Director

Enlightened is a New York-based company that focuses on better-for-you treats, consistently introducing innovative products that offer nutritionally enhanced options to consumers. As the Creative Director of Enlightened for the past seven years, I am proud to have played a vital role in the company's remarkable success. I began my journey as a contractor in 2015 before joining as a full-time member in early 2016. During this time, the company's sales skyrocketed from approximately $15 million to over $90 million in 2021.

As the company experienced rapid growth, my role evolved to become more ambitious, with increasing responsibilities and direct reports each year. One of my proudest achievements was putting together and leading the first in-house creative team. My responsibilities included providing every visual representation of the brand, such as packaging design, brand style guide, sales materials, marketing assets, digital content, web design, photography, and video production. Through my leadership, Enlightened has consistently been represented in a visually appealing and impactful manner.

Last summer we collaborated with CNBC and SalesForce to air en episode for their show The Shift to display the company’s history, team members and the creation of a charitable ice cream flavor.

Brand Style Guide

As the Creative Director, I held a critical role as the primary representative of branding throughout the company. It was my responsibility to ensure that all teams had access to comprehensive aesthetic guidelines and a thorough understanding of how to visually represent Enlightened. In 2022, I collaborated with the in-house team and external partners on a rebranding project aiming to resonate more effectively with our new and existing customers.

My primary objective was to establish a clear path for consistency and recognition of the brand, given the wide variety and number of products offered by the company. I led this initiative with a sharp focus on achieving a cohesive and distinct visual identity, which would effectively convey the company's unique mission and values. By working closely with the teams, I ensured that every aspect of the rebranding effort was executed to perfection, resulting in a new and improved visual representation of Enlightened that resonates with our customers more deeply than ever before.

Word-mark and typography

Color Treatment

photography

Illustration

Packaging

One of the most critical and challenging aspects of my role was packaging design. The process began with the ideation of a new product line, which required close collaboration with the CEO and Vice-President of Marketing. Together, we defined clear objectives, nutritional information, and target audience for the product, and established a timeline to ensure alignment with the operations team and manufacturers.

Once we had laid out the groundwork, we kicked off the project by presenting design concepts and mock-ups alongside the Design Director. As soon as the design concept was approved, we worked closely with the Packaging Specialist and external partners (including 3D modeling, rendering, and photography experts) to create the artwork. After carefully reviewing the artwork, we submitted it to the assigned manufacturer and went through digital and physical proofing to ensure that the final product met our high standards of quality and excellence. It was a challenging yet rewarding process that allowed us to create visually stunning and effective packaging that resonates with our customers and sets us apart from the competition.

Marketing campaigns

I managed all internal and external teams to create Marketing assets for product launches. Most marketing campaigns focus on the taste appeal and the product benefits against the competition. The better-for-you category is very competitive so the visual impact is key to get consumers to choose this brand. I tried to reflect the high quality and deliciousness of the products on each image.

Sundae Cones

Ice Cream Pints

Fruit Bites

Greek Yogurt Cheesecakes

Seasonal Flavors & Caramel Syrup

It has been an honor to lead and manage a talented team while also delivering exceptional results. I take great pride in my ability to stay ahead of industry trends and create products that excite and satisfy consumers. As I look towards the future, I am eager to take on new challenges and continue pushing boundaries in the world of marketing and product development. Thank you for taking the time to learn more about my role and accomplishments during my time at Enlightened.