Creative Memories Rebranding
The Challenge
Partner with Creative Memories during a pivotal rebrand, transforming their identity into a fresh, modern, and agile system built for today’s needs. Extend the new brand across every touchpoint, from digital experiences and packaging to marketing, video, and product design, serving as the guiding voice for design and leading internal and extended teams to ensure cohesion, clarity, and momentum.
My Role : Creative Director, Art Director, UX/UI Designer, Illustrator
All strategy, design, and execution shown below were conceived and executed by me.
The Pages Website
The Pages reimagines the Creative Memories blog into an immersive, one-stop destination for both current and archived content, including videos, tutorials, blog posts, and product information. It complements the new website, which has yet to launch, while standing on its own as a robust, easy-to-navigate resource. Multiple ways to explore were built in, from filtering by experience level or media type to a traditional search module, making it simple for users to find exactly what they need.
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UX Function First
I began work on The Pages by solving the site’s entire UX, planning it from the ground up with careful attention to the customer experience. Every flow, navigation point, and interaction was designed to guide users effortlessly, helping them find content quickly and move through the site without confusion. The result is a fully realized, intuitive experience that showcases the full scope of UX strategy, planning, and execution across every touchpoint.
Styleguide
Once the UX was fully mapped, I moved on to creating a comprehensive site styleguide. I designed it to be easy for the developer to follow while also serving as a clear reference for current and future teams, with careful attention to ADA accessibility standards to ensure the site is inclusive and usable for all. This approach keeps the brand consistent across every element while making updates or additions seamless.
UI Expression
Once the foundation was locked in, I brought the site to life by designing the UI, giving the newly evolved brand its first full expression in front of customers. Every visual element, from typography and color to layout and imagery, reinforces the brand’s modern, fresh personality while supporting the intuitive UX already in place.
Color Coding
I used color coding throughout the site to guide users based on their purpose, whether to learn, shop, or share. This made it easy for visitors to quickly find where they want to go and what they want to do.
seasonal icons
Aside from being fully ADA compliant, fast and functional, the top priority was for the new site to be mobile first, since analytics showed that more customers viewed their site this way.
Brand Video Storyboard
A Creative Memories brand video was planned for their upcoming website and marketing. Drawing on my experience in storyboarding and art direction, I refined the script and designed the complete storyboard, including detailed notes for animations and transitions. While animating the final video was not part of the project, the storyboard stands on its own as a complete, thoughtfully crafted resource for future production.
Packaging Design
I executed the packaging redesign for Creative Memories from start to finish, developing 36 design concepts (some shown below) and a total of 68 SKU designs. Every design was carefully considered with shipping and storage requirements in mind, as well as how the boxes would be displayed in the environment. It was important to ensure that the contents were clear from multiple angles while maintaining a cohesive, modern look that aligned with the refreshed brand.
Product Branding
For physical product branding, I introduced playful ways to bring the new brand to life. Instead of traditional uniforms, Creative Memories Advisors often wear an apron to designate their role. I designed multiple concepts, ultimately landing on a design that showcased faux products tucked into the pouch and a printed patch with fun sayings, including "I’m scrappy" shown below. I also conceptualized and pitched a system of custom enamel pins and badges that Advisors could earn or purchase, giving them a way to personalize their aprons and engage more deeply with the brand.
I applied the same approach to other product design, bringing personality and a sense of fun to each item. This created a unified, cohesive look across the product line, and reinforced the excitement around the newly evolved brand.
