REAL SIMPLE
As Creative Director I oversaw the award-winning lifestyle brand across digital, print, retail, and social platforms, defining the visual identity for an audience of 30M+. Leading a core team of five direct reports and partnering with 20+ cross-functional contributors in editorial, licensing, marketing, video, social, and digital production, we modernized and maintained a cohesive identity. Creating cross-platform templates and brand style guides ensured visual consistency and scalable systems.
RACHAEL RAY IN SEASON
Leading the rebrand of Rachael Ray EveryDay to Rachael Ray In Season involved reimagining its identity to a premium, design-forward, bespoke multi-platform publication aligned with evolving audience tastes. Redesigned to reduce costs by 67%, while maintaining audience loyalty, the new look embraced bold type and incorporated seasonal imagery with a cohesive color palette. Story sections were determined by Rachael’s lifestyle and highlighted her friends, recipes, and personal tastes. Custom animated gifs and videos (including a series of step-by-step cooking instructions) peppered the brand’s social feed and website. A unified color palette with branded fonts and custom hand-lettering were kept consistent cross-platform. And the quarterly print magazine changed to a high-quality paper stock for a luxury feel.
RACHAEL RAY EVERYDAY
Once promoted to Creative Director, I collaborated on the transformation of this beloved brand, with a reach of more than 3M readers. We set out to create a modern, more navigable magazine and foster an environment for readers to engage with Rachael on a more personal level. A revamped editorial lineup showcased stories with more of Rachael’s voice and included her “faves,” easy-to-follow recipes, cool new products, pet content, and even a page dedicated to burgers. The redesign elevated the photography by focusing on delicious-looking food, and decorated stories with signature black line illustrations, called “foodles,” to foster an approachable aesthetic.
