Cultivate & Grow

MNG

2020-2021
As Creative Director and Product Designer, I focused on expanding a successful brick-and-mortar business by developing a cohesive brand portfolio that aligned with the company’s core values. I led the creation of a standalone brand framework, design language, and website, complemented by tailored photography to highlight the significance of each brand. In addition to building and managing a talented creative team, I drove business growth through strategic marketing campaigns, ensuring that the company’s creative vision supported its broader objectives and resonated with its target audience.
Design Management
Creative Direction
UX/Product Design
Development
Illustration
Motion
Packaging
Strategy
Understanding Problems
  • Managing pages was difficult, product lines contained up to 43 variants.
  • Bounce rates increased as users paths became exceedingly long.
  • Users could not benefit from a store employees wealth of knowledge.
Findings
Page count was halved by bringing similar products under one family using variation selectors.
To understand user journeys I conducted in-person interviews and built personas to inform future planning.
Guided surveys were introduced to give users the same great experience an in-store employee would offer.
Conversion rates increased by 3% by overhauling the checkout process to remove blockers that drove abandoned carts.
Process
Foundation & Structure
Auditing the site allowed me to create a sitemap and better understand where to focus team efforts. My team refined categories and built families to contain over 2000 individual SKU. Business Owners felt it was imperative users would have a seamless transition from their nationwide brick and mortar locations.
Whiteboard Planning
With user journeys informing decisions, I pivoted to the building blocks we could use across the site. A framework began to develop and in person planning sessions proved invaluable for all teams involved. Through continual path testing I created a robust filtering system that kept users on task with minimal drop off.
Design & Code
Design System
I developed a cohesive design system for CBD Kratom, rooted in Material Design principles to ensure consistency, scalability, and accessibility across all digital experiences. By standardizing components, typography, and interaction patterns, I streamlined the design process, improved developer handoff, and created a more intuitive user experience. This system provided a flexible foundation for future growth while maintaining brand identity and usability.
Front-end Development
Engineering of the ecommerce platform was outsourced making bi-weekly sessions mandatory. Team sprints were introduced to make hitting our project timeline feasable. As planning and design work slowed it was time to jump in and get my hands dirty with bootstrap. Coding is not my focus but I feel it neccessary to understand how a product is built from end-to-end.
Result
The business timed it's brand overhaul with the introduction of the new ecommerce site. We created a warm and inviting aesthitic encouraging users to exlpore their wellness journey in the comfort of their own home.
Brand &
Packaging
MNG was not only the parent company of retailer's—CBD Kratom and Mr. Nice Guy, but manufacturer of over 10 package brands with a vast product portfolio.
Design Language
Consistency in design language and brand standards was difficult to maintain as creative was previously outsourced to freelancers. The beeZbee brand, being the most successful of the package brands, contained the deepest product library. Positioned to be approachable and affordable to the average consumer, the branding needed to be informative and clean but stand out in the medicine cabinet.
Brand Revamp
Mr Nice Guy is a heritage brand the business wanted to rework with a more modern and playful aesthetic. Using the original logo as a baseline I was able to create a family of logos and iconography stakeholders were proud of and customers would be proud to identify with.
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