CLAUSSEN KICK-OFF
In 2024, I was tasked with establishing a firm social media presence for Claussen, a new brand to The Kitchen. We had a small budget and could only post organically. Despite this, I garnered thousands of new followers, meaningful relationships with consumers, and a visually enticing page 🥒.
CARDIGAN SURPRISE & DELIGHT
The team and I focused on the notion of being young at heart as well as drawing attention to our roots. Inspired by upcycling videos, where young people transform thrifted items into one-of-a-kind pieces. I had the idea to design a unique cardigan that "someone's grandma probably knitted." I drew inspiration from our tagline: "from vine to brine in ten days."
REACTIVE CONTENT
Social casts a wide net. Holidays, breaking news, and culturally relevant moments pop up all the time. Part of my job was searching for and understand trends and, most importantly, thinking of ways to make them work for the brand.
One of my favourite challenges was creating a Spotify Unwrapped reactive. I had to figure out what Spotify's designers did (they used a blend mode in Illustrator) but I had to merge their look with Claussen's look. I made it in record speed, posting the same day Spotify Unwrapped went live.
