Creative Director – FreshDirect Currently leading an in-house creative team of six designers, copywriters, photo studio staff, and content creators to deliver cohesive messaging across multiple channels, including email, SMS, push notifications, video, out-of-home advertising, events, social, print, photo and employer branding. Some samples below.
“Sourced” Partner Content Series — 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.
Packaging – Designed seasonally themed delivery bags that showcased fresh, vibrant produce, capturing the essence of each season to enhance brand identity and customer engagement. Additionally, developed a range of one-off packages and labels for in-house merchandising-driven products.
Promotion – 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.
Partnerships – As a proud partner of the Bronx Bombers, FreshDirect engages in dynamic activations, from community outreach and fan promotions to co-branded initiatives. The partnership includes prominent FreshDirect signage throughout Yankee Stadium—on LEDs, concourse TVs, and the FreshDirect Terrace, an open-air social space with game views. FreshDirect also launched co-branded delivery trucks featuring QR codes for discounts and Yankees ticket sweepstakes, further deepening its connection with the Bronx community and the broader tristate area.
Brand Book – 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.
