This included:

• Translating a complex product into clear, compelling narratives

• Creating a centralized content system to power web, email, and paid channels

• Establishing a visual and verbal identity that balanced technology with warmth

• Using performance data and AI-assisted insights to refine messaging and creative direction

Brand + Creative Direction

In partnership with the Art Director, I co-led the development of Gardyn’s brand identity across web, email, social, and paid media.

We established a clean, modern aesthetic that softened and humanized the technology—positioning Gardyn as both innovative and deeply connected to food, health, and daily life.

I directed photoshoots, video production, and external creative partners to ensure cohesive execution across all channels.

Content System + Editorial Strategy

I built Gardyn’s editorial system, the foundation for how the brand communicated across web, email, and paid channels.

This included customer storytelling, recipe development, and content exploring the intersections of food, sustainability, science, and mental health.

This system transformed content into a primary growth driver rather than a supporting function.

Product + Campaign Systems

I developed cohesive product narratives and campaign systems—translating complex offerings into clear, compelling customer-facing stories.

I led 13 integrated campaigns across web, email, and paid media, aligning messaging across TOFU, MOFU, and BOFU stages based on engagement and conversion patterns.

I also identified and resolved messaging gaps, improving clarity and reducing friction in the customer journey.

Web Strategy + Optimization

I led the evolution of Gardyn’s website into a narrative-driven conversion platform—improving how customers understood the product and moved through the buying journey.

Using behavioral data and testing insights, I identified friction points and refined messaging to improve clarity and performance. The website became not just informational—but persuasive, narrative-driven, and high-performing.

Impact

• +51% blog traffic

• +19% SEO performance

• +10% time on page

• First revenue-generating blog post

• 13 integrated campaigns launched

I build brand and content systems that translate complexity into clarity, driving both emotional resonance and measurable growth.

“Interactive tool designed to increase product understanding and drive higher-intent traffic”

The product required a level of explanation that created friction in the buying journey. Rather than relying on static messaging alone, I identified an opportunity to create an interactive experience that translated complexity into clarity.

What I Did

I analyzed customer questions, objections, and decision patterns, then designed and wrote the calculator experience to:

• Personalize value based on user inputs

• Simplify complex product benefits into clear outputs

• Guide users directly to the product page with higher intent

Impact

• Increased click-through rate to the product page

• Improved clarity around product value and use case

• Reduced friction in the consideration phase

• Created a scalable conversion asset used across marketing channels

Rather than asking customers to interpret the product, the experience guided them to understand it.

This work demonstrates how interactive tools can function as both storytelling and conversion infrastructure, bridging the gap between curiosity and purchase.

Gardyn

Product Page

One of the most impactful assets I developed was a conversion-focused product calculator, designed to help customers understand the value of Gardyn in a clear, personalized way.