I served as lead creative for Good2Grow for over a decade, overseeing the launch of multiple brand extensions and helping evolve the brand far beyond a traditional juice product. In addition to guiding packaging and campaign creative, I led the design and development of a range of digital experiences—from the brand website to a collectability platform app—transforming Good2Grow into a brand kids actively sought out and collected, not just consumed.

This work required balancing and managing multiple licensors’ intellectual properties while simultaneously crafting a cohesive, ownable Good2Grow brand that could house them all. The result was a scalable creative system that supported innovation, fueled repeat engagement, and turned a food product into a lasting brand experience.