OOMF
For OOMF, I built the brand from the ground up with full creative ownership, starting from a simple brief: sporty, fun, and funny for a teen audience. I developed the visual identity, illustration style, and packaging system—using AI tools to generate expressive graphics and refining everything into production-ready assets in Adobe Illustrator. In collaboration with Marketing Director Kristen McLaughlin, we shaped the voice and brand story, while Connie Gil Soto, alongside Jennifer Coppel, pitched the concept to Sam’s Club. I then partnered with Connie and the packaging team to bring the brand to life for retail—driving over $275K in sales in the first month, supported by strong internal social promotion within Sam’s network.
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