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

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