Year
2026
Role
Digital Art Director
Team
Creative Director: Diana Barnes
ACD Photo/Production: Chris Harrelson
Copywriter: Vanessa Donley
Agency
Colenso BBDO
Responsibility
Creative Direction
Launch Campaign Development
Art Direction
Integrated Marketing
Cross-Functional Collaboration
Content Production
Munchkin Formula represented a significant expansion of the Munchkin brand, introducing the company’s first infant nutrition product after more than a decade of research and development. The launch required establishing credibility in a highly regulated category while introducing a new product to parents navigating one of the most important purchasing decisions of early parenthood.
As Digital Art Director, I partnered with product, marketing, ecommerce, and creative leadership to develop the visual identity and launch campaign across owned, paid, social, email, and retail marketing channels. My role focused on translating complex nutritional messaging into a clear and emotionally resonant customer experience while maintaining consistency across every touchpoint.
The campaign required balancing scientific credibility, brand trust, and emotional storytelling to support awareness, consideration, and customer acquisition for a completely new category within the Munchkin portfolio.
