Building the
#1 Brand of Air Fryers

Lead internal development of PowerXL’s brand identity and creative strategy. Wrote and designed the first comprehensive guideline; acted as a resource for brand standards. Managed all ongoing creative projects from concept to completion. Provided art direction and feedback to the in-house team, external agencies, video/photo producers, copywriters, and freelancers.

Role Scope: Art Direction – Brand Identity & Creative Strategy – Packaging – Brand Development Content Creation Marketing Design

Digital Catalog

Fall digital catalog highlighting best-selling PowerXL products. Designed layout, staged set design and products, and worked with a photographer to shoot concepts. Presented final creative to executives for feedback before publishing.

Digital Marketing

Designed dozens of, Amazon+, and Shopify pages for new products. Collaborated with the photographer, sales team, copywriters, and Creative Director to ensure proper marketing strategy and alignment.

Art Direction

Designed shot lists, hired talent, prop/food styling, set design, on-set creative direction, and image retouching for the below content.

Brand Identity & Development – Design Direction – Creative Strategy
Packaging Design