Goldbelly
Goldbelly is an online marketplace that ships iconic regional foods, chef-led products, and restaurant favorites nationwide.
Lead Designer across Goldbelly’s launch ecosystem, creating digital, print, packaging, and campaign assets for everyday launches as well as high-profile celebrity, chef, and historic restaurant collaborations.
Art Direction
Copywriting
Launch Campaigns
Co-Branded Collaborations
Paid Creative
Organic Creative
Retention Creative
Packaging Design
Print Collateral
My role evolved quickly due to a strength in storytelling, particularly during the pandemic, when Goldbelly’s audience was stuck at home and looking to travel through taste, nostalgia, comfort, and regional food discovery.
Expanded beyond digital marketing into art direction and copywriting working from kickoff calls with chefs and their teams through final delivery to build creative systems that felt ownable to each partner while staying aligned with Goldbelly’s brand.
Cravings by Chrissy Teigen
Led creative development and design for a co-branded Goldbelly collab with Chrissy Teigen, creating a holiday food gift set that felt familiar and traditional, but reimagined through her playful point of view. Designed the launch creative around classic seasonal formats like a holiday popcorn tin and Chex-style cookie mix, bringing in unexpected flavor twists such as stuffing-flavored popcorn to make the collection feel distinctly Chrissy.
Barefoot Contessa by Ina Garten
Led creative development and packaging design for a Goldbelly collaboration with Ina Garten and Barefoot Contessa, working directly with Ina to workshop the visual direction for a legendary food brand entering a new launch format. Developed packaging concepts that honored the warmth, elegance, and familiarity of Barefoot Contessa while expanding the brand into a more modern gifting and e-commerce experience, with Ina sharing that the work brought her brand to a place she had never dreamed possible.
Various Additional Launch Selects
Selected work from 100+ launches developed during my time at Goldbelly, spanning celebrity partnerships, chef-led products, and iconic regional restaurants. These selects offer a glimpse into a much larger body of launch creative for partners including Guy Fieri, David Chang, Questlove, Russ & Daughters, Blue Ribbon Sushi, and more.
Across each launch, I helped translate the partner’s story, food, personality, and cultural relevance into digital, print, packaging, and campaign assets that felt true to both the partner and the Goldbelly platform.
