I currently lead an in-house creative team of six—designers, copywriters, photo studio staff, and content creators—delivering cohesive messaging across email, SMS, push notifications, video, out-of-home advertising, events, social, print, photography, and employer branding. Some samples below.
In partnership with Curiosity, we developed a series of CTV spots that hook viewers with a playful, over-the-top demonstration of just how fresh our food really is. The campaign marked a brand refresh across all channels.
The FreshDirect brand book and style guide played a pivotal role in defining a cohesive visual and tonal identity. By outlining core design principles and establishing a unified voice across all touchpoints, it became the blueprint for consistent storytelling and brand engagement.
This content series was to shine a spotlight on the farmers, fishermen, and ranchers who grow and produce the food our customers love. We set out to showcase these relationships in an authentic way—highlighting them as a key point of differentiation for FreshDirect.
FreshDirect activates its seasonal Yankees partnership through community outreach, fan promotions, and co-branded campaigns. The collaboration includes prominent signage across Yankee Stadium—on LEDs, concourse TVs, and the FreshDirect Terrace, an open-air social space with game views. Co-branded delivery trucks featuring QR codes offer fans discounts and entry into Yankees ticket sweepstakes.
Created the FreshDirect Wine & Spirits delivery van for the Hamptons’ high season, ensuring it stood out in a competitive luxury market. Serving as a mobile brand ambassador, the van combined striking design with strategic messaging to capture attention and drive engagement, playing a key role in high-profile summer activations.
Developed seasonally themed delivery bags showcasing fresh, vibrant produce to capture the essence of each season and strengthen brand identity and customer engagement. Also created one-off packaging and labels for in-house, merchandising-driven products.
