Hello goop,
With robust experience in creative leadership and a passion for wellness brands and user-centric design, I am beyond excited for the opportunity to contribute to goops’s creative DNA. My skillset entails the ability to operate from start to finish translating brand vision into engaging experiences, being independently hands-on or activating in deep collaboration while directing a team. I have been lucky enough to work in the agency realm, influencing a large spectrum of industries and projects types, as well as within the more intimate set of a focused brand team.
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Nouri
[ 1 ]
Nouri [ 1 ]
Sector Health & Wellness
Disciplines
[•] Visual Identity
[•] Guidelines
[•] Packaging
[•] Collateral
[•] Photoshoot (Video + Photo)
Health reimagined.
Aligns with goop’s ask for a visionary Art Director capable of shaping and elevating a brand's identity across multiple platforms. From concept to execution, I collaborated closely with the founder to build a socially driven brand with a timeless appeal, creating a robust visual identity, comprehensive guidelines, and a cohesive packaging system. This experience reflects my ability to lead strategic and creative initiatives, ensuring consistency in messaging and design for an audience seeking top-tier products. Like goop, I prioritize thoughtful storytelling and delivering high-quality assets that resonate with intentional, resource-conscious consumers.
Coyuchi
[ 2 ]
Coyuchi [ 2 ]
Sector Home Textiles
Disciplines
[•] Guidelines
[•] Campaign
[•] UX/UI
[•] Video
Reshaping an industry.
Aligns with goop’s ask for a creative leader who can elevate a brand's identity and craft impactful campaigns across diverse platforms. As creative lead, I expanded Coyuchi's visual identity and delivered a cohesive experience for their campaign, executing across digital channels including web, video, social media, digital ads, and email. This role required a deep understanding of brand storytelling and audience engagement, reflecting goop's emphasis on delivering visually distinctive, multi-channel assets that resonate with a purpose-driven audience.
Metrolink
[ 3 ]
Metrolink [ 3 ]
Sector Transportation
Disciplines
[•] Guidelines
[•] Brand Awareness Campaign
[•] Photoshoot (Video + Photo)
[•] UX/UI
Forging meaningful experiences.
Aligns with goop’s ask for an Art Director who can lead impactful campaigns, foster brand connection, and ensure consistency across a brand's ecosystem. As lead creative, I developed robust guidelines and redesigned interfaces following Metrolink’s rebrand, integrating the new identity across internal teams and partner agencies. This foundation culminated in a multi-year brand awareness campaign that expressed the brand’s mission through campaign guidelines, photoshoots, and asset development. The result was a deeply resonant campaign that connected with audiences, strengthened brand recognition, and maintained cohesion across all touchpoints—qualities that align seamlessly with goop’s vision.
