In my time as the Creative Director of Marketing for the Life Is Good brand, I worked closely with co-founder John Jacobs to make sure the brand’s voice and vision were perfectly in sync. Together, we shaped the visual and verbal messaging across all marketing touchpoints—from wholesale and retail to e-commerce and social media. I led the creative direction for campaigns, managing a talented team of graphic designers, copywriters, photographers, web designers, visual merchandisers, and production staff. I also oversaw both lifestyle and studio photography shoots, handling everything from selecting models and locations to hiring freelance photographers. Throughout the process, I reviewed and approved all design and copy to ensure everything felt cohesive and true to the brand across every channel.