Company: PetPlate – Leading Dog Food Subscription Startup

Role: Senior/Lead Designer

To support the launch of FreshBaked - PetPlate’s first-ever human-grade, vet-designed kibble - I led the art direction and execution of a multi-channel campaign designed to build trust, drive awareness, and convert curious dog parents. Entering a crowded, skeptical market, our challenge was to position FreshBaked as a premium, transparent alternative to traditional kibble.

Scope of Work:

Landing page design (in collaboration with Head of Digital Product)
Email Campaigns
Social Media Graphics
Amazon PDP Images and Store Front
Shipper Box Packaging
PDF One Pager

FreshBaked campaign: My Design Approach

I developed a visual strategy anchored in clarity, transparency, and contrast. FreshBaked’s real ingredients, like blueberries, cranberries, and millet, were made the visual heroes throughout the campaign. To communicate product quality at a glance, I designed a side-by-side comparison that contrasted FreshBaked’s whole ingredients with the anonymous pellets of conventional kibble.

From landing page to email to Amazon storefront, each asset reinforced the same story: this product looks different because it is different—nutritionally, visually, and emotionally.

Outcome

The campaign positioned FreshBaked as a credible challenger in the premium kibble category, clearly articulating its value without relying on traditional marketing gimmicks. The design system was adopted across marketing, product, and retail teams, demonstrating its flexibility and long-term relevance.