NYC
Joined to focus the DTC brand and lead the retail launch. Gave a minimal brand the personality it needed to actually connect — leaning into relatable copy and accessible imagery that spoke directly to cat people. Launched a new treats line with packaging that balanced clean, simple recipes with the playful energy of real cat ownership. Developed an illustration system used across social and in-store. Owned brand positioning, the innovation roadmap, the marketing calendar, and led the Creative and Brand Marketing team.
Andrea Rose, Copywriter | Jahan Hashemi, Designer | Jeremy Liebman, Photographer | Bre Furlong, Photographer | Yulia Vus, Illustrator | Judit Zengővári, Illustrator | Theresa Liliebird, PM