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My work at Pepsi Co. was concentrated as a 360 Brand Designer within the Tea Brands and the Pepsi Lipton Partnership. I worked cross-functionally with global agencies of record, and in-house groups from a macro-to-micro level to create purpose-driven campaigns for the largest and most premium brand in the Pepsi-Lipton portfolio.
From influencer outreach, out of home activations, package design, brand building, and innovation - my role at PepsiCo serves as a massive period of growth for me as a designer. With the wealth of my previous experience in the DTC start-up space and working at agencies, I really got to refine my arsenal at such a large company with such a breadth of opportunities. I got to take ownership of a brand and help it develop through the post-COVID consumer market to be the tea portfolio's largest revenue earner at the end of 2021. The experience I got in-house is invaluable and allowed to me to gain a more overarching, zoomed-out, visionary lens well beyond the pixel.
360 CAMPAIGNS
My work at Pepsi leaned heavily on well thought-out 360 campaigns. On the tea brands team, our brand ethos had a heavy hand in the direction of our content. Our campaigns were on billboards, on digital, in magazines, and sometimes even on LinkedIn.
PURE LEAF
NO GRANTS
MY ROLE
My role in this campaign included establishing a partnership and co-branded style guide that influenced all campaign asset collateral at every touch point. This included photography direction, supers, co-branded assets, and maintaining visual cohesion across Television, Digital, Social, and OOH.
THE CAMPAIGN
Pure Leaf “No” Grants campaign is dedicated to ensuring society allows women the space to say no - by celebrating and removing barriers so women can finally say yes to their well-being. We partnered with Allyson Felix, and the Fair Play coalition to spearhead this campaign.
8.1B+
EARNED IMPRESSIONS
850+
GRANT APPLICATIONS
900M+
ORGANIC IMPRESSIONS
PURE LEAF
NO GRANTS
THE CAMPAIGN
Pure Leaf “No” Grants campaign is dedicated to ensuring society allows women the space to say no - by celebrating and removing barriers so women can finally say yes to their well-being. We partnered with the most decorated American track & field athlete in history, Allyson Felix, and the Fair Play coalition to spearhead this campaign.
MY ROLE
My role in this campaign included establishing a partnership and co-branded style guide that influenced all campaign asset collateral at every touch point. This included photography direction, supers, co-branded assets, and maintaining visual cohesion across Television, Digital, Social, and OOH.
PERFORMANCE
900M+
ORGANIC IMPRESSIONS
8.1B+
EARNED IMPRESSIONS
850+
GRANT APPLICATIONS
PACKAGING
A standard timeline of Package Innovation at Pepsi includes:
Concepting, focus groups, applying learnings, design application from bottle to multipack, campaign extrapolation, and final execution.
PAID & ORGANIC SOCIAL
All shot and edited in my Chinatown apartment during COVID.
MASTER GRAPHICS & TVC SPOTS
![PL_MBV_KV_CORE_HORIZONTAL_V2[43035].png](https://static.wixstatic.com/media/ab6e08_758b9dc5a6164620abb5bd1d28f1beed~mv2.png/v1/fit/w_2353,h_1336,q_90,enc_avif,quality_auto/ab6e08_758b9dc5a6164620abb5bd1d28f1beed~mv2.png)
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