Scaling a Mission-Driven Brand at Startup Speed
As Creative Director at GoldieBlox, I shaped and executed a unified brand narrative across products, packaging, and marketing. In under a year, I helped expand the product portfolio from three to twelve items, launching nine new product lines in eight months while keeping the brand bold, clear, and mission-driven as it scaled.
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Rapid product expansion: Expanded the portfolio from 3 to 12 products in eight months, managing the creative process from concept through retail launch.
Global brand moment: Designed the first Macy's Thanksgiving Day Parade float created by a small business, introducing GoldieBlox to a global audience in the parade's 88-year history.
Award-winning digital product: Led creation of a mobile app recognized as Apple's Best, featured during Apple product launches.
Human-centered product development: Developed and implemented a user-testing process that improved how the team understood what girls actually wanted from STEM products.
