as a contract senior art director and designer, i worked with mindbodygreen across paid social, lifecycle campaigns, and live events, building flexible systems and carrying ideas from strategy through final design.
01 - paid social guidelines
as mindbodygreen’s paid output grew, its agency and junior design team needed clearer direction. the work had to stay consistent, reach the right audiences, and give each product its own point of view. i turned the team’s performance insights into a practical creative system, writing the guidelines and building distinct visual worlds for core products.
paid social, built for scale
as Meta relied more on creative signals, the work itself had to help find the right audience. each product needed a visual world rooted in a specific customer, benefit, and mindset, not a one-size-fits-all brand treatment. we started with creatine brain+ and creatine with taurine+, related products that needed to feel immediately different in-feed.
when creative becomes targeting
for each product, i defined a visual world through mood, color, styling, and positioning, then translated it into imagery, ad templates, and repeatable direction for the team.
building distinct product worlds
the final playbook gave the agency and internal team a shared foundation for working faster, staying on-brand, and giving each product its own point of view. to put the system into practice, i designed the first round of ad templates for creatine brain+ and creatine with taurine+, giving the team a starting point to see what performed and refine future creative.
the final system in action
