At Javvy Coffee, I led a major creative overhaul that reshaped the brand’s visual identity, messaging and presence across digital and physical customer touchpoints. I developed a refreshed logo, redesigned the product packaging and established new brand guidelines that introduced a bolder, more playful direction aligned with Javvy’s adventurous positioning.

I extended the new identity across email campaigns, landing pages, social media, paid advertising, print materials, merchandise and packaging. I also developed the brand narrative and messaging system, positioning Javvy as more than a coffee product, but as an everyday catalyst for energy, adventure and getting more out of life.

As a creative lead, I managed and directed a team of designers and content professionals, providing feedback and guidance to keep creative work consistent with the evolving brand system. I also initiated and directed photoshoots, video productions, virtual events, promotional campaigns and product launches, overseeing projects from early concept through final execution.

I developed seasonal launch strategies for four limited-edition flavors, including campaign concepts, creative direction, packaging and promotional materials. The summer launch of Iced Vanilla Cream Drizzle sold out within three weeks and was later added to the permanent product lineup due to customer demand. Additional seasonal releases, including Trick or Treat, Peppermint Cocoa and Gingerbread, also sold through while providing valuable insights that helped refine future launch planning.

I designed high-volume email and paid creative in a fast-paced environment, producing as many as 20 emails per week while maintaining the brand’s visual standards. Across ads and social content, I balanced conversion-focused creative with trend-aware graphics, memes and storytelling designed to increase both sales activity and audience engagement.