Company: PetPlate – Leading Dog Food Subscription Startup

Role: Senior/Lead Designer

I led the art direction and execution of creative assets to support the launch of FreshBaked, PetPlate’s new human-grade, vet-designed kibble for dogs. This campaign spanned multiple channels, with deliverables that built awareness, trust, and conversion across the customer journey.

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

When developing the visual direction for the FreshBaked launch, I focused on three core themes: clarity, transparency, and contrast. The product’s real ingredients, like blueberries, cranberries, and millet, were inherently beautiful and visually compelling. I saw an opportunity to make those ingredients the hero.

To showcase FreshBaked’s premium quality, I designed a side-by-side comparison that visually contrasted its whole, recognizable ingredients with the anonymous pellets of traditional kibble. This approach gave customers an immediate, intuitive understanding of the product’s value—emphasizing authenticity and nutritional transparency over traditional marketing tactics.