Elevating brand & creative during a massive growth period

All of the early Nom Nom materials had been created by different freelancers with little or no strategic guidance. The result was disjointed and cutesy, despite a move towards disruptor + authority positioning.

As the first in-house creative hire I developed a matured set of brand guidelines (as a bridge to a refresh), rewrote copy for clarity and tone, art directed new photo and video assets, and revised or developed new materials to better resonate with customers across all touch points. I also introduced a culture of design-thinking, and kicked off an agency contract to refine brand positioning and further explore customer journey mapping. The result was massive growth and eventual successful exit.

Consistency builds trust for a category creator

Trust is important for any category creator. It's even more important when the product is food for your pet—something you provide multiple times per day, and they don't have words to give feedback. Building trust with customers was vital, and a consistent brand application helped not only reassure but also inspire loyalty.

Strategic data-driven creative for successful acquisition

As more competitors entered the market, Nom Nom needed to more clearly articulate and test value props in performance marketing. To support rapid iterations and cost-effective ad scaling I interpreted the brand pillars, value props, and product features into a list of visuals and short clips we could capture on video in a single day shoot, then worked closely with a video production team during planning and on-set direction. This creative allowed the ad agency to effectively mix-and-match for testing, and resulted in impactful learnings while also growing the subscriber base.

Building authority with a science backed sub-brand

To support a pivot to health Nom Nom launched a pilot microbiome testing kit, results interpretation microsite, and probiotic line. I worked closely with Co-Founders and leaders in Science and Data to launch physical and digital products that would resonate with customers and impress investors during Series B fundraising.