GRAPHIC
DESIGN
Design
PACKAGE
DESIGN
Gatorade
Athlete Collab Bottles
PACKAGE DESIGN
ILLUSTRATION
NARATIVE STORYTELLING
I led the design of limited-edition Gatorade Gx athlete collaboration bottles for Jayson Tatum of the Boston Celtics and Bryce Harper of the Philadelphia Phillies as part of Gatorade’s customizable Gx system. Working closely with the Gatorade Brand Design team I translated deeply personal stories into bold, collectible bottle graphics, packaging and insert cards designed to inspire the next generation of athletes. Each design balanced performance credibility with emotional storytelling, extending from bottle form to unboxing experience and digital touchpoints.
For Bryce, a hometown hero for me personally, I created a playful, illustrative world that wove together his love for family, the city of Philadelphia, and peak performance. Hidden details from subtle nods to the Phanatic to his children’s favorite toys rewarded fans with layered storytelling.
For Jayson, I developed an iconic, art deco–inspired emblem structured around the St. Louis Peace Arch, symbolizing his two driving forces: his son Deuce and the game of basketball. The result was a graphic system bold enough to live beyond the bottle designed as a mark he could one day wear permanently.
Completed while Associate Creative Director; Strategy at Tether
Highkey Snacks
BRAND STRATEGY
TREND ANALYSIS
INNOVATION ROADMAPPING AND PORTFOLIO STRATEGY
BRAND POSITIONING
VISUAL STRATEGY
BRANDED ECOSYSTEM
PHOTO ART DIRECTION
PACKAGE DESIGN
LOGO DESIGN
BRAND GUIDELINES
ACCOUNT MANAGEMENT
HighKey came to us as a fast-growing DTC keto cookie brand on Amazon, ready to evolve beyond niche positioning and unlock mass retail potential. I led the transformation end-to-end, serving as account lead, brand strategist, and design lead to reposition the brand for broader appeal.
We developed the tagline FOMO No Mo’ to signal permission-driven indulgence, built a five-year innovation roadmap aligning 100+ product ideas into seven scalable platforms and redesigned the visual identity and packaging to feel bold, craveable and shelf-dominant.
I established the brand’s photographic art direction and directed a week-long on-set shoot to bring the new world to life across packaging and e-commerce. From foundational audits and audience insights through final production and brand guidelines, I acted as both strategic architect and creative steward, advocating for the brand at every stage.
The result: HighKey successfully pivoted from keto startup to brick-and-mortar snack staple — generating over $50M in sales in its first year — and ultimately attracted acquisition by Creations Foods, a growing better-for-you snacks platform.
Completed while Design and Account Strategist at Retail Voodoo
STRATEGIC FINDINGThe audience was a ‘craver’, not a body builder. Quantitative and qualitative research clarified that the core consumer was a 40-year-old woman balancing wellness with real life.
She wanted convenience, macro transparency and snacks that wouldn’t “bust her diet.” This insight reframed tone, photography, messaging, and product innovation away from aggressive keto culture toward approachable aspiration.
