Fresh Sends

HIGHLIGHT: (RE)LAUNCH CAMPAIGN

One of my favorite recent projects: relaunching the Graduate Send, which spans eight colorways designed to match any giftee’s school. I redesigned the newspaper cover and designed a new card, then scanned the newspapers to give the campaign a vintage, academic feel—adding pencil and pen marks for a human touch and circular cutout swatches to showcase the full color range. I carried the concept across the full asset suite, from social and email to teasers, for a cohesive cross-channel launch.

EMAILS

I ideate emails based on past performance, what customers are organically ordering for week-to-week, and the formats that have historically worked best for each audience. I’ve found that our active browser segment responds especially well to social proof, strong product photography, and ad-like emails that are lighter on copy and quicker to digest. Other sends, like product launches, call for more information—so the approach shifts depending on the message, audience, and goal. Emails drive approximately 22% of FS revenue.

PRINT ASSETS

I’ve ideated seasonal and specialty newspapers for The Coffee Send, fall 2025, spring 2026, summer 2026, holiday 2025 (design direction by CCO). My favorite, summer 2026, was inspired by traditional cyanotypes (“sun paintings”). Beyond newspapers, I’ve redesigned cards for occasions ranging from housewarmings to anniversaries.

PAID DIGITAL ADS

I help ideate and create 10 pieces of paid digital creative each week, across both static and video. From imagery and art direction to copy, I focus on positioning Fresh Sends as an editorial, design-forward brand—highlighting the quality and thought behind the product.