Cultivate & Grow

MNG 2005

2020-2021

Design Management

Creative Direction

UX/Product Design

Development

Illustration

Motion

Packaging

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.

Problem

Product lines contained as many as 43 variants, managing pages was difficult.
A lack of user process planning & poor navigation resulted in high bounce rates.
Users were not able to benefit from the wealth of knowledge store employees offered.

Discovery

PDP pages needed variation selectors to drastically reduce page count required for product lines.

User interviews would lend in understanding motivation and conversion pathing. Conversion rates were increased by 3% by overhauling the checkout process.

Guided surveys were built so customers could answer a series of questions selecting 3-6 products to best fit their needs.

Process

Sitemap & Pathing

After audit, I created a sitemap to better understand where to focus our efforts. Refining categories and proper placement of 2000 SKU was a valuable first step. Business stakeholders wanted to emphasize its nationwide brick and mortar locations. It was imperative that users have a seamless transition from site to store.

Wireframe & Design

Once user journeys required for MVP were complete, I pivoted to building components to utilize across the site. A design system was needed along with custom iconography to aid in differentiating the brand. Through continual testing I was able to create a robust filtering system to keep users on task with minimal effort.

Result

A custom website built on a solid foundation of thorough research and strategic planning. Coinciding with a brand overhaul to match the bold new user interface. We created an inviting aesthitic that directed users exlpore their wellness journey.

Brand &
Packaging

MNG is 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.