frida baby.
art direction, digital and packaging design + social styling
about the work.
During my time at Frida, I oversaw, art directed, and launched over 10 unique and innovative projects. Additionally, I refreshed multiple legacy items. A few key accomplishments include:
updating social photography and art direction
expanding diversity in front-of-pack illustrations across the portfolio
leading the look and feel for category and product-specific launches
revamping all Amazon and A+ assets with new photography and template styling for improved performance and consistency
packaging diversity expansion.
I have expanded Frida’s front of pack illustration portfolio by incorporating diverse ethnicities and extending the age range to reflect new product innovations and inclusivity.
oral care expansion
+ packaging diversity.
Oral care was the first category in which we expanded our diversity portfolio. Since then, I continued to be mindful in designing across the entire baby line to make it feel as inclusive as possible for all parents and kids.
campaigns.
push pop feeder.
This campaign was one of the most vibrant we created for the baby brand. Leading and overseeing the art direction for this launch, my team and I focused on fruit and texture elements, capturing the lively and imperfect chaos of feeding time.
led art direction + design for entire campaign
oversaw photoshoot visuals, production + casting
led paid media animation development
don’t drop teether.
pairing beautifully designed products with raw real life, and very candid moments was the perfect pairing for this product launch. Real moms, real babies, and real drool was the highlight of this launch.
led art direction + design for campaign assets
oversaw photoshoot visuals, production + casting
led paid media animation development
saline mist inhaler.
every once in a while we would get a unique challenge with a new product and that was the case here with the mist created by this product paired with…well children being children. Fun win was they kinda loved it and the shots came out very elevated.
led art direction + design for campaign assets
oversaw photoshoot visuals, production + casting
led paid media animation development
potty.
this was one of Frida baby’s biggest category launches to date with 5+ products being launched at the same time. While design and print production as stage 1, stage 2 which I also led was the campaign art direction and production of all launch assets.
led art direction + design for campaign assets
oversaw photoshoot visuals, production + casting
led paid media animation development
specialty designs.
while Frida encompasses various subcategories, one unique aspect of my role is that I not only art direct and design for these individual subcategories but also for the overarching brand. This is evident in top-level activations, tradeshow displays, and in-office designs.
social design.
