Men’s Skincare
The men’s skincare category is the fastest growing sector within the beauty vertical with most experts estimating a total market value of $451 billion by 2030. In order to appeal to a cross section of Millennials (the largest demographic) as well as Gen X (the largest discretionary income spent on skincare) I designed packaging that conveyed three key concepts: simplicity, effectiveness, and aspirational.
The final brand architecture allows for multiple categories and endless extensions as the brand continues to grow.
Cookbooks
WW has a long history of printing and distributing cookbooks to help its members on their weight loss journeys. As Global Creative Director, I reimagined the design direction for WW Cookbooks resulting in “coffee table worthy” tomes that make healthy eating easier with mouthwatering recipes that inspire and delight anyone who enjoys food. Several titles instantly became best sellers including the #1 best selling WW cookbook, The myWW Program Cookbook.
Consumer Products
When most people think of WW, they think of packaged food items. During the recent brand transformation, all consumer products went through a rigorous ingredient test to ensure that no artificial colors, flavors, sweeteners or preservatives were used. As a result, hundreds of items were removed because they did not fit the new brand standards. Furthermore, all consumer packaging had to be redesigned to align with the new brand guidelines. This also included third party partnerships as well.
In addition to food items, as Global Creative Director I oversaw the development of kitchen tools, appliances, and accessories that supported members on their wellness journeys.
WW Gift of Health Program 2020
To support the launch of the new myWW program and align with Oprah Winfrey’s 2020 VISION TOUR: YOUR LIFE IN FOCUS, I developed an exclusive gift package that included a hardcover copy of The myWW Program Cookbook, a three month membership to WW and premium gift wrapping. The gift was first featured in “O Magazine” (Jan 2020) and then became part of the VIP gift experience during Oprah’s sold out tour. A first for WW, the gift set quickly become a coveted item and is still featured prominently on the ecommerce site.
Wellness Wins Loyalty Rewards Program
In order to drive member retention, WW developed an exclusive rewards program for members that celebrates their engagement in the award winning digital app. Members can receive prizes simply by tracking food, activity, and attending workshops. As Global Creative Director, I concepted the imagery showcase as well as advised on new prize development.
Charity & Sustainability
The WW Good Foundation is the philanthropic arm of WW International. Their mission is to provide healthy produce & meals to families in need. The program currently operates in 11 countries and to date has delivered over 13.4 million servings of fresh food. As Global Creative Director, I provided creative direction for a Healthy Habits 5k program in Fall 2019 to encourage people to get active and raise money for the foundation. In addition to the Healthy Habits 5k, I also designed merchandise to sell, with all proceeds going to support the foundation’s work.
To help reduce the company’s dependence on single use plastics, I designed a reusable tote that members can purchase and use for all WW product purchases in studio.
I designed a series of logos, merchandise, and an online e-commerce platform for the popular podcast: @TheQueerCreativePodcast, a show that features conversations with queer creatives on their work, life, love, struggles, and hustle. Designing with #PRIDE is something I do all year and now all queer creatives can proudly do the same with this merchandise.
