In 2014, I worked as one of two graphic designers at what was then known as Kiwi Crate. I was initially responsible for designing simple digital marketing ads, emails, and landing pages, but because it was a start-up, there was plenty of opportunity to contribute to other areas and improve the brand.

I initiated a change to the product photography by establishing visual consistency, simplifying the components showcased, and by introducing new angles and improving color correction. I soon began to direct and conduct lifestyle photoshoots as well.

I also lead several marketing campaigns, including one-off campaigns, and spearheaded a completely fresh look and feel for our holiday campaign, creating a custom hand-drawn font to complement and elevate our brand.

Kiwi Crate Product Photography

Art Direction | Branding | Product Photography | Photo Editing

At the time I joined Kiwi Crate, the company was still small, so that provided opportunities to contribute to the company in more than one way. I initiated an update to the product photography. I helped establish a consistent look and feel to the products, and implemented a standard for color correction and compositions.

Kiwi Crate (Kiwi Co.)

Jumpstart the Joy Holiday Campaign

For this holiday campaign, I worked with my Creative Director to develop this look/feel. I established the visual design language and photographed and edited the holiday imagery.

With my background in hand-lettering, I created a custom hand-drawn “font” for the display type. Kiwi Crate typically used a font that had child-like hand-drawn characteristics, but for this campaign, we wanted to appeal to the parents. I created a modern typeface using traditional ink and paper, and scanned it to translate it into Adobe Illustrator. I did not yet know how to create a functioning font, so I created a template file with an modular alphanumeric set, including punctuation.

I had the opportunity to get very creative for many of Kiwi Crate’s marketing campaigns. I created hand-lettered typography for campaign titles, and even created an entire font family for the Jumpstart the Joy holiday campaign. I made use of the abundance of crafting materials and crate projects to help visualize the value that Kiwi Crate offers through their products.

Gift Guide

Product Photography

Marketing Campaigns

I concepted and created most of the marketing campaigns at Kiwi Crate during my time there. Capturing the playfulness of the brand was always my goal when creating any of the imagery. Here are a few of my favorite creatives.

Email designs

I initiated a change in Kiwi Crate’s email creation by developing designs that pushed our brand visuals, were mobile-friendly, and were designed to help developers create the emails more efficiently. I shot and incorporated more captivating lifestyle and product photography, incorporated cleaner hand-drawn elements to complement the photography, to embrace the “fun” in our brand.

I worked with our developer to establish typography, color, and image quality standards to ensure our emails were up to industry standards for mobile/desktop screen resolutions. We also made sure to use live-text as much as possible, to ensure our emails were ADA friendly.


At Kiwi Crate, I initiated a standard for emails. I created templates that would streamline the process between design and the development team. As these templates evolved, I worked closely with our developer, Alexis Chuck, to establish mobile friendly and ADA friendly email designs, by including alt text to images with messages baked in. It allowed an increase in the volume of emails for the marketing team to deliver, and increased open rates for customers who were viewing our emails on their mobile phones.