Welness
Info
JoySpring is an 8-figure U.S. wellness brand and the #1 kids vitamin brand on TikTok Shop US. As Creative Director, I lead and mentor a multidisciplinary creative team while driving the brand's creative vision across packaging, UI/UX, marketplaces, paid media, retail, and product launches.
Year
2022 - NOW
Client
JoySpring
Services
Team leadership, packaging redesign, UI/UX, retail & paid media
Live site
PACKAGING
PACKAGING
The new packaging increased Amazon performance across the portfolio, with revenue up 65% on some products.
I led a complete packaging redesign to improve shelf impact, solve recurring customer issues, meet regulatory requirements, and create a scalable design system for future product launches. The design system is now used across DTC, Amazon, and retail packaging.
WEBSITE & UX
WEBSITE & UX
The new experience reduced product selection support tickets by nearly 50% and consistently maintains an average conversion rate of 6%.
I led the website redesign from concept through development to launch, shaping the user experience, writing user stories, partnering closely with developers, leading QA testing, and continuously optimizing the experience post-launch.
CREATIVE LEDERSHIP
CREATIVE LEDERSHIP
By integrating AI into our workflows, we increased creative output by 85% year over year without growing the team, while maintaining high quality across every deliverable. My leadership style focuses on empowering teams through clear processes, strong creative standards, and the right tools.
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