Brand Transformation Stories
When companies evolve without losing what made them great
WW Food Packaging
The Challenge:
With CPG expansion into new food and lifestyle categories, WW’s existing packaging system was breaking down. It lacked scalability and made it hard to distinguish between products on shelf.
What I Did:
I led a strategic refresh—ditching the one-size-fits-all approach in favor of bespoke designs for each category. We built a flexible system that kept the brand recognizable while allowing every product line to shine.
The Outcome:
→ Clearer product distinction across categories
→ Packaging that holds its own in competitive retail spaces
→ A scalable toolkit adopted across teams and product launches
Before
WW Rebrand
As WW expanded into telehealth and clinical care, the brand needed a story reset. I led the in-house team through the transformation—partnering with stakeholders and an external agency to shape a new, emotionally resonant, science-backed positioning.
Once locked, I translated the strategy into a cohesive visual system across paid, owned, organic, and clinical channels—giving the team a unified toolkit and clarity to execute at scale.
The Outcome:
→ Brand story adopted company-wide
→ Aligned design team with a clear, scalable system
→ Consistent voice and visuals across all channels
→ Greater resonance with younger, digital-first audiences
Team: Brandy Porter (CD), Alicia Curtis (ACD), Hayley Doshay (AD), Lucy Malolepszy (AD), Julie Winegard (AD)
Before
Organic Valley
In 48 hours, the team reimagined their packaging, story, and retail shelf presence—during a design sprint that included concepting, strategy, and full creative direction.
The Challenge:
Stand out in a sea of sterile, overprocessed milk brands—without losing the warmth and trust Organic Valley is known for.
The Outcome:
→ Bold, earthy packaging that pops on shelf
→ Clearer storytelling around organic values and real food sourcing
→ 🥇 First place in the national 48-hour Re-Pack Challenge
→ 🏆 Winner of a Dieline award for packaging design
Before
