E-commerce Brand Systems
As Creative Lead at Packable, I defined the creative direction for 10+ consumer brands across Amazon, Target, and Walmart, owning the end-to-end process from competitive analysis and brand strategy to high-conversion storefront execution and scalable content systems.
Flower by Drew
Amazon Storefront & Category Page Redesign
Creative Lead & Art Director | Brand Store, Category Pages & A+ Content | Agency: Packable | Team: Designers, Photographers, Copywriter
The Challenge
Flower by Drew had a recognition problem: the brand had real equity, Drew Barrymore, a strong product line, and distribution across major retail channels, but the digital storefront didn’t reflect that.
The Solution
As Creative Lead, I directed a full storefront and category page overhaul to establish clear visual hierarchy, brand consistency, and a seamless customer journey. I directed the structuring of five distinct product categories (Lips, Face, Eyes, Tools, and Posts) with over 10 SKUs each, building a cohesive, scalable brand system that drives conversion.
Johnny’s Chop Shop
Amazon Storefront & Retail Channel Optimization
Creative Lead & Art Director | Brand Store, A+ Content & Retail Strategy | Agency: Packable | Team: Designers, Photographers, Copywriter
The Challenge
Johnny’s Chop Shop had the brand assets, but lacked a cohesive digital strategy to make them perform. The retail channel suffered from a clear disconnect, leading to confusing navigation and missed conversion opportunities.
The Solution
Following a comprehensive channel audit, I directed a complete Amazon storefront redesign and A+ content overhaul. We established a strict product hierarchy, unified the brand voice, and optimized the page experience to seamlessly guide customers through the funnel. The strategic restructuring generated a 30%+ sales growth on Amazon, driven by a record-breaking lift during Prime Day.
Strategic Workflow
The Process I structured every project through a centralized FigJam board, fostering rapid collaboration, strategic alignment, and data-backed brainstorming sessions with design and copy teams. We anchored our creative concepts in hard data, mapping out comprehensive buyer personas, analyzing the competitive landscape to uncover marketplace white space, and defining a strict brand DNA framework.
The Impact This rigorous alignment phase gave the entire creative team a shared visual and strategic language. By establishing a solid foundation before moving into layout execution, we streamlined critical creative choices, minimized feedback loops, and drastically reduced total project timelines.