Food 52

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As the designer at Food52, I was responsible for designing all the brand’s visual marketing assets. This included creating cross platform campaigns, designing marketing emails, creating social content series logos, and much more.

52 Days of Holiday

I helped concept and design a flexible visual system for a 52-day holiday campaign featuring daily promotions and exclusive content. Working closely with the Creative Director, I created a modular layout with a countdown element, daily-changing imagery, and monthly color shifts to keep the series feeling fresh at scale. I also partnered with an animation studio to produce daily animated assets across web, social, and email.

promotional campaigns

For these promotional campaigns I partnered with the President and Founder on concept briefs and collaborated closely with the Creative Director to bring each campaign to life. Across a wide range of promotional initiatives, I developed scalable, eye-catching visuals that balanced Food52’s signature mix of sophistication and whimsy. Each campaign was designed to feel fresh while staying rooted in the brand’s established visual ethos.

email marketing

To create the daily email marketing campaigns, I would start by evaluating the hero image and headline provided to me by the Email Manager and Copywriter. Using cues from those assets, I worked within our established templates while adjusting color, typography, and graphic style to reflect the tone and importance of the featured content leading to a cohesive visual language throughout the newletter. This flexible, thoughtful approach became highly effective because our emails consistently saw above-average click-through rates, with engagement remaining strong all the way to the bottom of the message.

paid social ads

In response to a company-wide initiative to spotlight three hero products in paid social, I developed a series of concept-driven ad campaigns rooted in product “hooks” provided by the merchandising team. After pitching multiple ideas for each product, several of my concepts were selected to move forward. I collaborated with the photo team to art direct key imagery, then built out the full suite of ads — selecting typography, graphics, and animation, and adapting each concept across all required aspect ratios. Although the campaigns were ultimately paused due to a shift in business priorities, the work demonstrated a strong strategic approach to product storytelling and scalable paid content design.

content series logos

I partnered with creators and the Social Media Manager to design logos for a range of recurring content series. After receiving initial direction on the tone or mood of each series, I explored and pitched multiple visual directions. To maintain cohesion across the company’s social channels, I developed a unified approach — keeping the logos monochromatic and graphic in style — while still tailoring each mark to the personality of its individual series.