As the founding Creative Director for Simple Modern, I helped shape the brand as it grew from an emerging company into one of the most recognized names in drinkware and lifestyle categories. My role extended across brand identity, product storytelling, packaging, retail marketing, ecommerce, licensing partnerships, campaign direction, and building a more cohesive customer experience across every major touchpoint.

During that period, the company grew to a $250M+ valuation and expanded into major retailers including Walmart, Target, Sam’s Club, Whole Foods, as well as being the #1 drinkware brand on Amazon. A major part of that growth came from creating a brand identity customers could immediately recognize across product, packaging, digital, retail, and campaign experiences.

What made the work especially meaningful was not just scaling the brand, but helping establish a clear visual identity and point of view that remained consistent as the company expanded across categories, retailers, and channels.