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Mitt arbete på Pepsi Co. var koncentrerat som en 360 Brand Designer inom Tea Brands och Pepsi Lipton Partnership. Jag arbetade tvärfunktionellt med globala byråer och interna grupper från makro-till-mikronivå för att skapa målstyrda varumärkeskampanjer för det mest premiummärket i Pepsi-Lipton-portföljen.
Från påverkan, aktivering utanför hemmet, paketdesign, varumärkesbyggande och innovation – min roll på PepsiCo fungerar som en enorm tillväxtperiod för mig som designer. Med rikedomen av min tidigare erfarenhet inom DTC-start-up-utrymmet och att arbeta på min byrå, fick jag verkligen förfina min arsenal på ett så stort företag med en sådan bredd av möjligheter. Jag fick verkligen ta äganderätten till ett varumärke och hjälpa det att utvecklas genom konsumentmarknaden efter COVID-19 till att vara teportföljens största inkomsttagare i slutet av 2021. Erfarenheten jag fick internt är ovärderlig och tillät mig att få en mer övergripande, utzoomad, visionär lins långt bortom pixeln.
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
LOWER SUGAR
LAUNCH
MY ROLE
From concept to completion, I helped build the brand architecture for our Lower Sugar product line. My role in the launch included: Package design, KVs, directing photo shoots, organic campaign strategy, working with agencies for OOH activations, & overseeing visuals across all touchpoints.
THE CAMPAIGN
The latest and greatest launch of Pure Leaf's portfolio is our Lower Sugar collection. This launch campaign was massive for the brand as it stretched the existing brand architecture further than before. With new colors, tone, and product - the creative options were boundless.
15B+
EARNED IMPRESSIONS
+300%
CATEGORY SHARE
950M+
ORGANIC IMPRESSIONS
![DDBNY6_P7207_PLLS_CHI25_Jefferson-Randolph_40x20_02[1][2].jpg](https://static.wixstatic.com/media/ab6e08_47141de1e3654454bbee5e03379310cf~mv2.jpg/v1/fill/w_194,h_389,al_c,q_80,usm_0.66_1.00_0.01,enc_avif,quality_auto/ab6e08_47141de1e3654454bbee5e03379310cf~mv2.jpg)
INTERNATIONAL WOMEN'S DAY
MY ROLE
My role in this project included scouting talent, concepting artwork for 2 cross-country installations, working with agencies to stay in-budget, managing influencer outreach, and capturing and editing all collateral for social channels.
THE CAMPAIGN
From concept pitch to execution, I spearheaded our purpose-driven campaign of the year with our national International Women's Day Murals. I scouted the original artists from Instagram and helped guide & direct the process.
380M
EARNED IMPRESSIONS
377M+
INFLUENCER IMPRESSIONS
600M+
ORGANIC IMPRESSIONS
PACKAGE DESIGN & LABELS
A standard timeline of Package Innovation at Pepsi included: Concepting, focus groups, applying learnings, design application from bottle to multipack, campaign extrapolation, and final execution.
Tech Stack
Adobe Illustrator, Miro, PANTONE
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_2354,h_1335,q_90,enc_avif,quality_auto/ab6e08_758b9dc5a6164620abb5bd1d28f1beed~mv2.png)
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