Emergen-C
Creative Direction • E-Commerce • Rollout • Club Store
I led the creative rollout of Emergen‑C’s brand across the US and Canada, bringing a fresh, cohesive visual identity to the full portfolio from flavor extensions and sub‑brands to e‑commerce experiences.
Objectives
Leveraged Emergen‑C’s visual system across e-commerce so it clearly communicates immune‑support benefits while supporting new flavors, sub‑brands, and digital touchpoints.
Role & Challenges
Led art direction, asset orchestration, and final approvals across designers, illustrators, retouchers, and production.
Built artwork templates and a component library to ensure consistent, on‑brand execution across packaging, POS, and e-commerce, all while meeting strict multi‑market regulatory requirements.
Outcome
Delivered a unified design system that achieved 97% adherence to guidelines across 50+ SKUs, streamlining production and strengthening brand presence across channels.
E-COMMERCE
Coordinated with design teams to align packaging graphics and ensure the visual messaging for Emergen-C is
communicated with intention across all touch points of the e-commerce journey.
Correct usage and consistency of brand elements help maintain the brand’s unique position which creates
a strong connection with shoppers online and in-store.
Seasonal
A Target-exclusive collection of bright, playful flavors crafted to make cold‑season wellness feel fun.