At Lovepop, I led a talented creative team to build bold, memorable campaigns and experiences—launching their first store, crafting seasonal catalogs, and creating a brand book to define the visual identity. From marketing to retail displays, every project was designed to wow customers and bring the magic of Lovepop to life. Here’s a look at some of the work I owned during my tenure.
CTV Video
"Unforgettable Cards"
"Unforgettable Cards" was Lovepop's 2019 Valentine's Day commercial, a project I had the joy of storyboarding and art directing alongside video director Jo Gennett. The spot brought to life the idea that Lovepop cards are more than just greetings—they’re magical keepsakes that create unforgettable moments, no matter where you are in your relationship. With every opening, the cards became part of the love story.
"hold onto the magic"
"Hold onto the Magic" was a heartfelt commercial I storyboarded and art directed with video director Jo Gennett. The spot captured the essence of Lovepop cards as more than just paper—they’re magical works of art that can transport you back to cherished memories, making every moment personal and unforgettable.
Visual Identity
Photography
When I joined Lovepop, it was clear we needed a fresh approach to product and lifestyle photography. The existing vendor-produced images lacked the brand vision and consistency needed to truly capture Lovepop's magic. So, I brought a photographer on board, carved out a dedicated studio space, and led a full overhaul of the brand’s visuals. The result? A bold, cohesive aesthetic that brought Lovepop's story to life.
digital product launches
Email and display
When it comes to product launches, we didn’t just want to inform—we wanted to excite. Through email and display campaigns, we created a buzz that made our audience feel like they were getting in on something special. The eye-catching visuals, designed to mimic the intricate cut-paper designs found in our products, tied everything together beautifully. With playful copy and clever calls to action, we built that sense of urgency, encouraging customers to act fast before the magic was gone. Every launch felt like an exclusive event—one that left our audience eagerly awaiting what’s next!
SOCIAL MEDIA
INSTAGRAM & FACEBOOK
At Lovepop, social media was our secret weapon for growth. From holiday buzz to everyday moments, we used this channel to spotlight new and exciting products, all backed by stunning lifestyle photography. The photography style wasn’t just pretty—it was purposeful, with every shot designed to make the product the star. We captured angles that showcased the intricate details and unique charm of each piece, turning our feed into a visual celebration of Lovepop's magic.
