Purist Collective
Role: Marketing Manager
Focus: Brand, Digital, Campaign Strategy
Tenure: 2022–Present
I lead end-to-end brand and campaign development—redefining messaging, crafting brand copy, establishing art direction, designing all creative assets, and executing multi-channel marketing strategies supported by strategic budget allocation.
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Results 46% growth in eCom YoY
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01
Campaign Design & Execution
This was one of my favorite campaigns to art direct. I developed the storytelling, built the storyboard, wrote the copy, and collaborated closely with a videographer who understood the vision perfectly. I think it resonated so well with the audience because it tapped into a universal truth: everyone needs a moment to slow down, and it’s something we often forget.
02
Brand Strategy & Identity
I led the brand’s transformation by rewriting the core brand copy and redefining its messaging to create a clearer, more compelling positioning. I established a cohesive art direction that reflected the refined voice and strategic vision, ensuring the visual identity aligned seamlessly with the new narrative. I then executed this direction consistently across all channels, creating a unified brand experience that strengthened recognition, clarity, and impact across every touchpoint.
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03
Art Direction
The brand’s previous art direction focused primarily on clean, minimal product shots. While the simplicity aligned with the brand, I felt it was important to expand on the existing nature element that connects to both the product’s purpose and its technology. I introduced a more emotional layer through lifestyle imagery and environmental contexts, allowing the visuals to feel more human and experiential while maintaining the brand’s clean, refined aesthetic.