Goldthread Plant-Based Tonics
BRAND EVOLUTION
MULTI-CHANNEL CREATIVE STRATEGY
As the lead graphic designer at Goldthread Plant-Based Tonics, Samantha spearheaded a strategic brand refresh. This period saw an enhancement in how the brand's story was communicated through various channels, including the website, social media, paid media, e-commerce, retail, packaging, and events. Samantha directed the evolution of the brand identity, refining the use of color, typography, graphics, and photography to resonate more deeply with its audience. Managing a team of two graphic designers, she fostered a collaborative and innovative environment while ensuring creative direction and production approvals met the brand's high standards through engagement with external suppliers and agencies. Samantha also planned, directed, and conducted two major photoshoots, presenting detailed inspiration, requirements, and shot lists to both internal and external teams. The culmination of these efforts was a vibrant and cohesive brand evolution, positioning Goldthread Plant-Based Tonics as a standout player in the health and wellness market.
Art Direction
Brand Identity Development
Multi-Channel Marketing
Photography Art Direction
