Working closely with client executives at P&G and our internal agency UX partners, I led creative direction from the earliest concept of defining the core value of what the Dreft app would provide for consumers. I carried the vision through pitch presentation, UX frameworks, and final design, building a complete user system that included ADA accessible color palettes, more than 50 custom illustrations and over 20 customizable milestone social frames to share throughout a nine-month user journey.

In parallel, we collaborated with a PR agency to activate a social-first marketing launch featuring Kevin Jonas (a’la ‘Jonas Brothers’), timed to coincide with Nick Jonas and his wife welcoming their first child. The comprehensive result earned the brand multiple regional ADDY Awards and a National ADDY.