I worked directly with Molly Baz to lead creative direction across launch and social, developing a visual system that leaned loud and unapologetically maximal. Type became the backbone of the brand, carrying energy and personality across every touchpoint, while motion brought rhythm and storytelling to life. Illustration added a layer of playfulness that kept the brand from feeling too rigid or overdesigned.

The system was built to flex. It needed to hold its own in paid and lifecycle channels, but also sit seamlessly alongside raw, everyday content without losing its voice. That balance gave “Mayo Gone Wild” a distinct presence and helped the brand cut through during a crowded holiday moment.