In 2018, I embarked on a journey with Thrasio—a venture fueled by a compelling idea that resonated with us all. As one of the initial ten hires and the exclusive creative force for the initial seven months, I played a pivotal role in shaping the creative department. Thrasio, a trailblazer in the Amazon acquisition industry, aimed to own, operate, and foster the growth of successful consumer product brands on Amazon. During our early, resource-constrained phase, I conceived the original logo, established brand guidelines, and crafted the inaugural website in 2019. With increased resources, I promptly undertook the redesign of the Thrasio website in 2020.
In the first year, I embraced diverse roles, including creative strategist, graphic designer, art director, production director, copywriter, and overall visionary for the Thrasio brand and the acquired consumer product brands. Scaling my team in tandem with the company's growth, by 2021, I had successfully cultivated a 100-person creative department tasked with driving revenue and fostering brand loyalty through creativity. Over 200 brands were seamlessly onboarded, with the rebranding and redesign of over 5,000 Amazon listing pages, development of marketing campaigns, enhancement of packaging designs, and refinement of brand guidelines.
In 2021, I collaborated with a small team and contributed to the Thrasio rebrand project as an advisor. The objective was to define Thrasio's industry leadership, differentiate from aggregator competitors, and cultivate a personality that attracts sellers, employees, and investors. The rebrand, piloted by Arturo Aranda in collaboration with Pentagram and Mischief, marked a significant milestone. Following the launch, I led the art direction internally, collaborating with team members to continually build brand assets for social media, internal usage, employee engagement, and more.
As of 2024, my role as Executive Creative Director involves designing and art directing the full spectrum of Thrasio's brand needs across the website, social platforms, internal communications, and consumer product marketing creative direction.
Thrasio Brand Video and Thrasio Culture Video were expertly shot and produced by Bennett Creative in 2019.
Thrasio Rebrand Launch video edited and animated by Chris Thomas in 2021.
Thrasio F1 Race car 3D render created by Daniel Martin del Campo.
Upon joining Bravelets in 2015, I found the creative team working with a strong visual identity, which became a foundation I diligently nurtured throughout my tenure until 2018. Operating within the constraints of a modest team of fewer than 15 individuals and a limited budget, I undertook the roles of photographer, editor, email campaign designer, social media post creator, and website design evolutionist. Notably, my proudest moments include spearheading product design projects such as the "Time to Be Brave Watch" and the "Be Brave Scarves" collections.
In response to the company's growth, I supported the development of a direct sales program involving Independent Fundraising Consultants. In this capacity, I art directed and designed all print materials, product catalogs, welcome gifts, and instruction manuals. As the company matured, I expanded my skill set to encompass customer service, web coding, consultant management, and the construction of marketing campaigns.
Bravelets, a jewelry and gifts company, carries a noble mission of empowering individuals to exhibit bravery in the face of adversity. Each piece of jewelry is meticulously crafted to symbolize a specific cause or personal narrative, with a percentage of the proceeds donated to related charities. Established in 2012, the company initially focused on bracelets and later expanded its product line to include necklaces, earrings, and more.
Charitable giving has been ingrained in Bravelets' ethos since its inception, with a portion of each sale dedicated to various causes, including cancer research, rare diseases, mental health, and more. Collaborating with nonprofit organizations, Bravelets has forged partnerships aimed at raising awareness and funds for specific causes, solidifying its commitment to making a positive impact.
Zabba’s website and badge of honor were developed with the intent to identify quality products in the vast offerings of Amazon. These badges appeared on many online product listing pages. I developed the logo, visual identity, website design, and brand assets.
The Zabba brand was built as a subsidiary of Thrasio in 2019 in partnership with John Hefter, VP Creative, and Jenna Craig, Copywriter. With my art direction, the video was illustrated and animated by Bennett Creative.
It should be of note that Zabba is no longer active or associated with Thrasio.
Nestopia was developed in 2023 and launched in 2024 as a subsidiary of Thrasio in partnership with Sara Law, Creative Lead and Mark Hoban, Copywriter.
I took the lead on the logo and visual identity in this project which the team used as a jumping point to refine the website assets & I supported in a director role in the development of the brand story, tagline, and tone of voice. To prepare a company internal announcement, I created a short introductory video to visually introduce the website at the company-wide meeting.
We developed an underwear product line as a partnership pitch for Thrasio to Will Ferrell that included brand development, product design, product sample creation, and building of a partnership sample box.
I provided art direction and strategy with John Hefter, VP Creative, and designs completed by Catherine Mitchell, Graphic Designer.
It should be noted that Will Ferrell is not currently affiliated with Thrasio.
In my role as the creative director and designer behind the brand and packaging development of the consumer product Angry Orange, in 2019 I crafted a visual identity that resonated better with our target audience than the original packaging the Amazon cult-favorite product came with. Infusing vibrancy and distinctiveness into the packaging, I aimed to capture the essence of the product's efficacy. Translating this creative identity onto Amazon, I curated a compelling online presence that not only showcased the product but also stood out amidst the digital marketplace.
Simultaneously, I spearheaded the creation of a direct-to-consumer website, emphasizing a seamless and user-friendly interface to enhance the overall customer experience. Leveraging the power of social media, I established and nurtured brand accounts, and fostered an engaged community around Angry Orange. Through a harmonized approach across Amazon, the brand website, and social platforms, I successfully built a cohesive brand narrative, reinforcing Angry Orange's presence in the consumer market.
Angry Orange’s conversion rate increased 40% within 7 months of launching the rebrand and over the next 3 years turned the beloved brand from a $2M Brand to a $10M+ brand.
The creative strategy for Angry Orange’s rebrand in 2019 was done in partnership with John Hefter, VP Creative. Photography completed by Bennett Creative. Video Production done by Brad Johnson, Associate Creative Director, Production.
Another brand evolution took place in 2022 and I closely advised as Creative Director. The creative strategy for Angry Orange’s rebrand in 2022 was led by Lara Harris, Associate Creative Director, designs were completed by Jamison Perkins, Senior Graphic Designer, photography by John Smith, Photographer, and brand personality, tone & voice were developed by Charlotte Seley, Copywriter and Val Delgado, Associate Creative Director, Copy.
The 2022 rebrand allowed the product to compete better on the retail shelf and allowed for a product line extension into non-pet focused cleaning products.
A Thrasio brand, Nippies, was launching two new products to expand their product line offerings. On top of providing overall creative direction, I was on set as the key point person for wardrobe and art direction during production.
Photography by John Smith, Photographer.
Production by Fabian Owens, Producer, Brad Johnson, Associate Creative Director, Darshak Zala, Videographer, Jason Badgett, Production Support
Design by Emma Clark, Graphic Designer
Project Creative Strategy led by Lara Harris, Associate Creative Director
Models Patricia Okon, Brooklynn Smith, and Hannah Breshears
Makeup by Rhonda Jackson
We developed a men’s casual clothing product line as a partnership pitch for Thrasio to Ryan Gosling that included brand development, product design, product sample creation, and building of a partnership sample box.
I provided art direction and strategy with John Hefter, VP Creative, and designs & branding completed by Henry Ngo, Senior Art Director.
It should be noted that Ryan Gosling is not currently affiliated with Thrasio.
I’ve always been fascinated with dreams and curious about the worlds we travel to that we’ve never seen before, the faces of people we’ve never met, and the scenarios we find ourselves in. For my senior project at undergrad in 2014, I developed a subscription company with a mission to help customer build their memory and practice remembering their dreams. The subscription began with a dream journal which I designed, wrote, and binded that centered around education about the REM cycle, insights into how journaling first thing in the morning would encourage memory retention over time, and custom journal pages. I then curated a collection of items that would be included with the subscription model with tips on how to use the items in a way that would encourage memory retention.
What I enjoyed most about this project are the resulting collages shown below which as I created them allowed me to daydream about the dream plot, what it might mean, and exploration. I created these collages by sourcing a wide collection of magazine and print materials, exacto knife cut them, and scanning them into the computer. Then, in Photoshop I collaged and edited them together in fun and interesting ways as a portion of the dream journal.
As one of the first brands acquired by Thrasio in 2018, Cafe Casa was a brand of home kitchen items, including a milk frother. I experimented with the brand name, logo, Amazon listing content designs and messaging to improve the performance of the seemingly average product in a sea of similar competitors.
I changed the name to Frothy by Cafe Casa and developed a unique and fun brand identity, logo and colorful product photography.
For a product development pitch, I was tasked with designing an educational booklet on what air-roasted coffee is and how it differs from regular roasted coffee. This allowed us to pursue a product line extension for our coffee machine brands at Thrasio.
In mid-2020, I led a collaboration with Snoop Dogg for Thrasio in partnership with John Hefter, VP. The production for the commercials quickly became one of the most challenging production projects I had encountered due to the restrictions of the COVID-19 pandemic. To execute this we worked directly with his team at Merry Jane Productions and they filmed the script we wrote with him in his home. We were not allowed to be on set due to the pandemic restrictions.
From the content produced, we edited 2 commercials and took stills from the footage to produce digital graphics. I led creative and art direction in partnership with John Hefter, VP Creative.
Video Produced by Mike Viney at Merry Jane Productions
Designs by Catherine Mitchell
Copy by Lauren Rogers
In 2020, Thrasio partnered with Tiki Barber’s new company, Thuzio, to hire reputable talent to endorse and promote our brands. Brandi Chastain is an American retired soccer player, two-time FIFA Women's World Cup champion, two-time Olympic gold-medalist, coach, and sports broadcaster. She played for the United States national team from 1988 to 2004.
I orchestrated, art directed, and produced the shoot in her hometown San Jose, California where we shot 6 commercials for Angry Orange, EEZ-Y Umbrellas, Flexguard Back Brace, Quility Weighted Blanket, Trailbuddy Hiking Poles, and Vybe Massage Guns.
After the shoot, I led the creative direction for all the video edits and digital graphics for the product’s marketing materials.
Videos produced by Bennett Creative
Photography by John Smith
Pet Talent was Musik from The Pooch Coach
In 2020, Thrasio partnered with Tiki Barber’s new company, Thuzio, to hire reputable talent to endorse and promote our brands. Tiki Barber is a former NFL running back for the New York Giants. I orchestrated, art directed, and produced the shoot in New York City’s SoHo where Mr. Barber shot 6 commercials for Vybe, UrbnFit, Cloud Massage, Bitly, Deskcycle, and Sky Solutions.
After the high-energy 2 day shoot, I led the creative direction for all the video edits and digital graphics for the product’s marketing materials.
Videos produced by Bennett Creative
Photography by John Smith
