CrowD Cow
Holistic brand refresh, integrating modern design principles, UX/UI and in-house content production across site, web, print, email and social media to amplify the startup’s mission for food transparency and sustainability. This is an ongoing brand refresh representing a much larger body of work for a quickly growing start up that needed an overall brand refresh across the company.
Responsibilities: Creative Direction, UX/UI, Design, Video & Photo Production.
Paid Ads & Campaigns
Revamping the brand's image was about more than just aesthetics. It was about moving away from the startup origins that lacked most of the creative and reposition the brand as a premium player in the industry. I wanted to shift the focus to spotlight the origin, quality and sustainability of the products, through modern design elements and engaging ad campaigns.
SIte and UX
Starting the UX from the ground up at Crowd Cow was all about bringing fresh ideas to how we design and make things work. I led the redesign of crucial areas across the entire site experience: Home Page revamp, Product Pages, Rewards Program launch, as well as different shopping pages and first customer flow. We also Introduced a premium product sub-brand showcasing our dedication to giving users the best in class experience.
The main challenge in launching a brand new rewards program was in infusing it with a sense of playfulness and distinctiveness, setting it apart from the brand's more elevated image after the brand refresh. Each product was positioned as the hero, ensuring its standout presence within the program's framework. A primary goal was to foster points accumulation in exchange for exclusive products and rewards driving an increase in average order value and retention.
First box flow was designed to introduce new customers to an existing subscription program by simplifying their site journey. Original launch made it possible to check out and pay for one of the boxes in 5 steps.
Email & SOcial
Revamping Crowd Cow’s email and social channels was a challenge in itself. I created a cohesive structure and design approach to both channels, which freed up valuable resources that were previously tied up in repetitive tasks. This strategic shift empowered our team to focus on what truly matters: creating visually stunning and engaging campaigns. This approach transformed the way we conceptualized campaigns, enabling us to seamlessly blend consistent brand elements with modern design aesthetics. Each component became a building block, interchangeable and versatile. It elevated the visual appeal of our emails and social posts as well as streamlined the entire process from conception to execution. As a result, we were able to integrate brand identity through every interaction and better tell important stories of the vendors and the products.
Content & Brand Story
Juggling over 300 SKUs across various categories and channels was a whirlwind, but the key was to make each product the star of the show across paid ads, email & social, landing pages & product pages. We wanted to capture the essence of both lifestyle and culinary experiences while highlighting each product's uniqueness & origin, all while maintaining a cohesive brand visual language.
