At Filterbuy, I collaborated closely with the broader team to evolve the brand from the ground up, leading the visual direction and implementation of a cohesive identity across packaging, digital, e-commerce, retail, and marketing. Together, we shaped how the brand shows up and communicates—translating its positioning into a distinct tone of voice, campaign language, and visual system designed to scale across every consumer touchpoint.

I lead the brand’s visual expression from concept through execution, directing integrated campaigns across web, social, email, Amazon, print, retail, and trade show environments while leading a team of designers and partnering with agencies, printers, and external vendors. The result is a unified brand experience that makes a traditionally utilitarian category feel approachable, recognizable, and consumer-focused.