As Creative Manager at NST, I collaborated with the CEO, VP, and Senior Social Media Manager to define the visual direction for the California Walnuts rebrand and execute a multi-faceted marketing campaign aimed at engaging younger Millennial and Gen Z consumers. The campaign targeted audiences where they spend most of their time: on social media and online video platforms including YouTube, Meta, Pinterest, TikTok, and CTV.

I developed a “feel-good” style guide, which included my proposed photography strategies, a custom wordmark and logo lockup with usage specifications, and an animated version of the wordmark. I redesigned the current snack packaging with a fresher, bolder look. To support social media efforts, I served as photographer for lifestyle shoots, helping to bring the refreshed brand identity to life. I also created video ads for Pinterest using fresh recipe photography and edited influencer content. To support paid media efforts, I created dark ads and an animated outro for CTV spots. On the retail marketing side, I designed programmatic digital display ads and sales sheets.