Rolling Greens — Brand Evolution & Creative Direction
Overview
Creative direction across retail, digital, and campaign touchpoints for a lifestyle retail brand rooted in garden, home, and seasonal living.
My Role as Creative Director
Led Brand Direction | Directed Seasonal Campaign Concepts | Art Direction of Photography and Styled Shoots | Collaborated Cross-functionally with all Departments | Built Systems to Ensure Consistency Across all Touchpoints
Brand Evolution
As the brand expanded, I led the evolution of Rolling Greens’ visual identity across retail, digital, and marketing. I designed and art directed campaign systems across email, social, e-commerce, and print, creating a cohesive visual language that could translate seamlessly across physical environments and digital touchpoints while allowing for seasonal storytelling and continued growth.
Retail & Experiential Design
Directed the visual and spatial experience of retail environments, creating immersive spaces that reflect the brand’s lifestyle-driven identity through merchandising, materiality, and layered composition.
Campaign & Content Direction
Developed + designed seasonal campaigns and content systems that brought the brand to life across digital and marketing channels, including email, social, and e-commerce. Led the evolution of concepts through art direction and design of campaign imagery and marketing assets, creating cohesive visual narratives that translated consistently across platforms.
HOLIDAY CAMPAIGN & EMAIL MARKETING SERIES
META PAID ADVERTISING CAMPAIGN
For a deeper look at campaign development and art direction, view the Product Story & Campaign Direction Case Study.
Digital Experience
Directed the visual storytelling and content strategy of the brand’s website, ensuring alignment between digital and in-store experiences.
WEBSITE DESIGN & CONTENT DIRECTION
Approach
I approached the brand as a connected ecosystem—developing a visual language rooted in natural materials, tonal palettes, and layered composition. This created consistency across retail, digital, and campaign environments while allowing for seasonal evolution.
