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. To support social media efforts, I served as photographer for lifestyle shoots, helping to bring the refreshed brand identity to life. 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. Additionally, I partnered with the influencer team to design custom gift boxes that reflected the updated brand look and feel.