It Works! Global

Nutrition & Beauty CPG Brand

Changing Lives Forever

Industry leading beauty and nutrition company that empowers people to live the life of their dreams.

Role

Art Director

Dates 

08/2013-01/2017

Department Oversight

Creative Services Supporting Product, Packaging, & GTM

Hands-On Execution

Creative Strategy, Graphic Design, Vendor Management

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• UAB & Facial Product Rebrand & Global Market Relaunch
• ENERGY U.S. & Canada Product Development & Launch

Focus Areas

UAB & Facial Product Rebrand & Global Market Relaunch

Goals

Goal 1:  Redefine the brand identity for the Ultimate Body Applicator (UBA) and Facial through a trend-aligned rebrand, elevating product perception and market positioning.

Goal 2: Enhance packaging design and materials to reduce spoilage rates, improve cost efficiency, and increase product longevity.



Goal 3: Ensure a seamless global market relaunch across 13 countries by coordinating vendor production, regulatory compliance, and supply chain logistics.

Scope

Led art direction and rebrand strategy, overseeing the transformation of It Works!’ flagship products to align with market trends, cost efficiencies, and operational needs. Directed packaging design and technical execution, managing vendor dielines, color separations, and production quality across domestic and international markets. Oversaw vendor coordination, press checks, and packaging innovation, ensuring regulatory compliance and a smooth global market launch.

Challenge, Approach, & Results

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ENERGY U.S. & Canada Product Development, Packaging Design, & Launch

Goals

Goal 1: Develop and launch a new energy drink with full packaging and production coordination across U.S. and Canadian markets.

Goal 2: Establish a bold brand presence through packaging, a custom apparel collection, and distributor engagement.



Goal 3: Drive a high-impact launch with a mainstage reveal, distributor events, custom car wraps, sales enablement, and social campaigns.

Scope

Led product development, branding, and launch strategy, overseeing packaging, apparel, and vendor coordination for manufacturing and fulfillment. Designed cans, secondary packaging, and a custom apparel collection to support sales activation. Directed the U.S. and Canada market rollout, including a mainstage reveal, distributor events, sales enablement, and promotional campaigns.

Challenge, Approach, & Results

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