Enlightened
Creative Director
Enlightened is a New York company making healthier treats and consistently bringing fresh, innovative products to market. As the Creative Director here for seven years, I’m proud of the role I’ve played in our journey from $15 million to over $90 million in sales by 2021. Starting as a contractor in 2015, I came on full-time in 2016, evolving alongside our growth and taking on new responsibilities every year.
One of my standout achievements was building and leading our first in-house creative team. I’ve overseen everything visual for the brand—packaging, marketing materials, digital content, web design, and more—ensuring Enlightened looks as good as it tastes!
Image: Enlightened Kookie Dough light ice cream.
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 Creative Director, I was the go-to for ensuring Enlightened’s brand was visually cohesive and accessible across teams. In 2022, I led a rebranding project with our in-house team and external partners to better connect with both new and loyal customers.
My goal was simple but crucial: create a consistent and recognizable brand identity across our many products. By focusing on a clear, unified look that reflects Enlightened's mission and values, we developed a refreshed visual identity that resonates more strongly with our audience.
Word-mark and typography
Packaging
Packaging design was one of the most challenging but rewarding parts of my role. Starting with product ideation, I collaborated closely with our CEO and VP of Marketing to define our objectives, nutritional details, target audience, and a clear timeline.
Once the vision was set, we shared design concepts with the team, working alongside the Design Director. With the approved concept, we teamed up with the Packaging Specialist and external partners (3D modelers, renderers, and photographers) to bring it to life. After rigorous digital and physical proofing, we ensured each package met our standards, creating eye-catching designs that resonate with customers and set us apart.
Marketing campaigns
Sundae Cones
Ice Cream Pints
Fruit Bites
Greek Yogurt Cheesecakes
Seasonal Flavors & Caramel Syrup
Leading a talented team and delivering standout results has been a true honor. I’m proud of staying ahead of industry trends and creating products that both excite and satisfy our customers. Looking ahead, I'm eager to tackle new challenges and keep pushing boundaries in marketing and product development. Thanks for taking a moment to learn about my journey at Enlightened!