Project Tag: print

  • Freshly Factor Cook Book

    Freshly Factor Cook Book

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    Why Are You Yelling?

    We were asked to put together a recipe booklet with recipes for some of Freshly’s customer faves. I planned and executed the content, working with Janie de Guzman on layout and design. Photos featured were art directed by Nina Caldas.

  • Chicago Subway campaign

    Chicago Subway campaign

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    Why Are You Yelling?

    Created concept and content for the “Dinner is done” campaign for Chicago subway test.

  • “Freshly Finds” snacks box

    “Freshly Finds” snacks box

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    Why Are You Yelling?

    Developed branding and communications around a new line of subscription snack and dessert boxes, including naming, landing page, email campaign, product descriptions, shipping box, and box inserts. Dessert box launch

  • Packaging and box redesign

    Packaging and box redesign

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    Why Are You Yelling?

    This packaging redesign incorporated playful, relevant, shareable copy on the Freshly delivery box, meal sleeves, and recyclable cold-pack inserts to resonate well with the brand’s target audience. This project demonstrated how the right packaging design and copy can create a memorable experience for customers and increase brand visibility.

  • Direct mail

    Direct mail

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    Why Are You Yelling?

    A sampling of acquisition- and retention-focused direct mail pieces and a few miscellaneous print assets.

  • iOS app launch

    iOS app launch

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    Why Are You Yelling?

    A selection of marketing assets designed to increase downloads of the Freshly iOS app, including a box insert, emails, new product features, and an Apple “App of the Day” selection.

  • Fall campaign

    Fall campaign

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    Why Are You Yelling?

    By leading the strategy for all marketing channels and aligning with the company’s new fall meals, I planned a cohesive multi-channel campaign that helped achieve our acquisition and retention goals for the season. Here’s an example of a plan I put together to guide brainstorms and planning across marketing, R&D, and product teams.

  • Welcome series evolution

    Welcome series evolution

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    Why Are You Yelling?

    A welcome box insert, a redesigned welcome series, an updated welcome email series for leads with and without an offer, and a refreshed email series from when I first joined Freshly. When I joined in 2017, I added content to help encourage behavior we knew was tied to retention, including rating meals, understanding how to…

  • Go Forth subway campaign

    Go Forth subway campaign

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    Why Are You Yelling?

    This subway campaign showcased FreshDirect’s commitment to quality by marrying captivating imagery of farm-fresh ingredients, playful copy our customer base might relate to, and a “Go Forth &” message that gave them the power to take on any upcoming food or beverage need. Simultaneously we executed a multi-platform approach for the campaign, including box inserts…

  • FD welcome insert

    FD welcome insert

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    Why Are You Yelling?

    I was tasked with building a new insert to go into FreshDirect customers’ first orders. My goal was to create something friendly and fun with a feeling of small-business personalization while emphasizing FreshDirect’s differentiating value prop (extreme freshness across the board).