System Building Stories
When brands need scalable frameworks that actually work
WW Holidays
The Challenge:
WW’s rebrand brought structure—but holidays needed their own moment. The core system wasn’t flexible enough to let seasonal campaigns stand out without breaking consistency.
What I Did:
I created a scalable holiday framework within the larger brand system—defining how campaigns could flex for different moments while still feeling unmistakably WW. From Valentine’s Day to the Super Bowl, we built clear rules for when and how to play: bold type, playful visuals, custom iconography, and a modular grid that allowed room for joy without losing structure.
The Outcome:
→ A flexible holiday system nested within the rebrand
→ Clear creative guardrails that sped up execution
→ Holiday campaigns that felt both festive and on-brand
→ Extended adoption across retail partners like Instacart
Initial Rebrand Look + Feel
Valentine's Day
Super Bowl
Instacart Partnership
CRM Templates
The Challenge:
Designers were spending hours creating bespoke emails for every single send. We needed a smarter way to move fast without burning out.
What I Did:
I led the development of a modular email system that empowered our CRM and coding partners to build emails themselves—without starting from scratch each time. With tight turnarounds and lean resourcing, this freed up the design team to focus on the emails that mattered most and delivered the biggest impact.
The Outcome:
→ Flexible system adopted across CRM teams
→ Faster build times and more consistent output
→ Design team capacity reclaimed for high-impact work
Food Photography
The Challenge:
WW’s food photography lacked consistency—and often felt sterile or over-staged.
What I Did:
We built a scalable visual system that made food feel real, fresh, and craveable. From macro details to family-style tablescapes, we developed repeatable shot styles, color palettes, and styling guidelines that balanced polish with personality.
The Outcome:
→ Consistent photography standards across campaigns
→ A system that helped food feel both elevated and alive
→ Faster, more strategic photo planning and execution
Lifestyle Photography
The Challenge:
Lifestyle shoots at WW lacked cohesion—every campaign had a slightly different vibe.
What I Did:
We created a repeatable system for how WW shows up in lifestyle photography—anchored in diversity, energy, and emotional honesty. From casting and set styling to wardrobe and art direction, we developed consistent creative principles that could flex across products, seasons, and platforms.
The Outcome:
→ A unified visual language for all lifestyle photography
→ Repeatable processes for casting, styling, and direction
→ More efficient shoots with stronger brand impact
