Enlightened
Creative Director

I have been working as the Creative Director of Enlightened for the last 7 years. During this time I put together and manage the in-house creative team in order to provide every representation of the brand to support the innovation, marketing, and sales teams. I have led every visual effort for Enlightened products, including the creation of a style guide, packaging, digital assets, photography and video.

Brand Style Guide

As the Creative Director I was the most important link of branding through out the company. I needed to ensure the different teams had access to aesthetic guidelines and a clear understanding on how to represent Enlightened internally and externally. During 2022 Enlightened went through a major re-brand on which I worked with the in-house team and external partners to ensure the direction of the brand would resonate with its costumers.
My main objective was to make sure that the brand had a clear path for consistency and recognition.

Word-mark and typography

Color Treatment

photography

Illustration

Packaging

One of the most important and challenging tasks of my position was leading the design and manufacturing of the packaging for all products.
The process started with the ideation of a product line working with the CEO and vice-president of marketing. After understanding the objectives and the timeline I would work towards presenting design concepts alongside the design director. Once the designs were approved we would work with the Packaging Specialist and the render team to apply them on the die-lines. As soon as they had been reviewed we would submit the designs to the assigned manufacturer and go through digital and physical proofing.

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

assets

Under my leadership the creative team provided the marketing and Sales team with visual support including: decks, presentations, sell sheets, coupons, social media content, Google display ads, and retail signage.