During my five years on the internal creative team at Snow Joe®, I supported the company through a period of rapid expansion.
What began as a three-brand portfolio with fewer than 300 active SKUs grew into an ecosystem of eight in-house brands and more than 800 products, all centered around the company’s mission to deliver powerful, easy-to-use, non–gas powered home and garden tools. This fast-paced environment allowed me to become a true jack-of-all-trades, leading projects across branding, digital design, marketing, video production, and campaign development. The selection of work highlighted here reflects some of the most impactful and meaningful projects from that time.
One of the most significant creative challenges was building a unified visual identity system flexible enough to span all of the Joe brands—Snow Joe®, Sun Joe®, Aqua Joe®, Auto Joe®, and Power Joe®—while still giving each its own character. Color became the anchor of this solution: each brand received a distinct primary color while textures, patterns, typography, and image styles remained consistent across the entire family. This approach allowed for instant differentiation without compromising the strength or cohesiveness of the overarching brand system.
Beyond visual identity development, my role extended across nearly every touchpoint of the customer journey. I created modular email templates that empowered the marketing team with flexible, on-brand layouts; designed a structured social media grid to ensure a cohesive, intentional presence; and developed a responsive display ad system used across all product lines. I also built a comprehensive iconography suite used for product categorization, packaging wayfinding, and environmental branding throughout the company’s Hoboken headquarters. In addition, I led creative direction for recruitment campaigns, art directed and produced a range of corporate and product videos, and oversaw the concepting, writing, production, editing, and design of Snow Joe’s direct-to-consumer TV campaigns and supporting landing pages.
One of the most impactful ongoing projects was the company’s weekly email program. Over the course of five years, I completely reimagined the email design system, resulting in a 52% lift in audience engagement. As the program scaled, volume increased dramatically—ultimately exceeding 1,000 segmented email sends. Supporting this effort, I developed a library of more than 40 custom icons to highlight key product categories and simplify navigation across digital and print platforms.
