REAL SIMPLE
As Creative Director I oversaw the award-winning 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 and digital production, we modernized the print and digital presence, elevating audience engagement and commerce conversions through cohesive brand storytelling, refined visual identity, and integrated content strategy.
RACHAEL RAY IN SEASON
Leading the rebrand of Rachael Ray EveryDay to Rachael Ray In Season involved reimagining it’s identity to a premium, design-forward multi-platform publication aligned with evolving audience tastes. Redesigned to reduce costs by 67%, while maintaining audience loyalty, the new look featured Rachael Ray on the cover and a high-quality paper stock for a bespoke luxury feel. We embraced bold type usage 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 video peppered the brand’s social feed and digital platform, including a video series of step-by-step cooking tips. A unified color palette with branded fonts and custom hand-lettering were kept consistent cross-platform.
RACHAEL RAY EVERYDAY
Promoted to Creative Director, I oversaw the transformation of this beloved brand, with a reach of 3M+, to a modern, easy-to-navigate format with an opportunity for readers to engage with Rachael on a more personal level. A revamped editorial lineup showcased stories with more of Rachael’s voice that 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 give maintain an approachable aesthetic.
