New Leaf Paper

New Leaf Paper, a leader in environmentally responsible paper, came to Willoughby for help positioning the brand family of products, designing a new line of consumer goods and developing merchandising systems and packaging. To date, we have designed six new product lines for the brand with over 100 new SKUs sold at Target, Office Depot and Whole Foods. Each new extension has further defined the New Leaf brand personality, showing the world that you don’t have to sacrifice style and convenience to make responsible choices. That’s our favorite part.

CREATIVE DIRECTOR: Zack Shubkagel DESIGNERS: Jessica Carpenter, Cat Coquilette, Stephanie Lee, Ryan Jones, Becky Ediger

Packaging, Graphic Design, Product Design

You may also like

Elevating Perricone MD Across Every Touchpoint

As Creative Director, I steward the Perricone MD brand across digital, print, retail, and packaging. I lead cross-functional teams — from writers and designers to producers and photographers — to craft campaigns that balance clinical credibility with emotional storytelling. Each initiative is a chance to retell our brand story while spotlighting what’s new, better, and different. Through product and lifestyle visuals, we create compelling narratives that convert attention into action.

CREATIVE TEAM: Zack Rovella, Creative Director; COPYWRITERS: Taylor Mead, Kris Gucker DESIGNERS: Crysany Collins, Caitlin Nolan-Bjorge, Jada Salum, Sky Yuen, Amelia Falldorf

PRODUCTION COMPANY: Rebel Brand Management PHOTOGRAPHERS: Tom Story, Patrick Cox, Hayley Fisk, Kate Jackling

This study explored ways to refresh the Ecover brand identity system to reflect a new positioning strategy. Established in 1979 in Belgium, Ecover is one of the oldest plant-based green cleaning products in the world. It has an established presence in Europe and was more recently launched in the U.S. My goal was to reinvent the brand as a provocative voice in the green cleaning industry. With so many brands in this market, standing out and up for something would appeal to the core audience of eco-warriors.

PCOS is a leading driver of infertility and can affect up to 15% of women, according to AblaCare. The new procedure offers spontaneous ovulation in as many as 75% of women within six months after the procedure, with up to 55% naturally achieving pregnancy over the same period of time.

AGENCY: Schipper Design & Sprig Consulting

CREATIVE DIRECTOR: Zack Shubkagel DESIGNER: Michelle Padron, Cheryl Lovejoy

Willoughby updates a petcare brand portfolio, including brands at mass and speciality, to a more emotional look and voice that makes consumers, especially women, sit and stay. I co-led the strategic positioning and design development of the two brands.

CREATIVE DIRECTORS: Megan Stephens, Zack Shubkagel ART DIRECTOR: Becky Ediger DESIGNERS: Roberto Camacho, Kevin Garrison

BRAND STRATEGY | NAMING | RESEARCH | BRAND IDENTITY | PACKAGING

Opening the doors on Health Insurance

Many health insurance companies were scrambling to find ways to reach consumers as the new Healthcare Reform went into effect, October 1, 2013. Blue Cross Blue Shield of Kansas City sought a solution to maintain its lead in the local market by introducing retail outlets throughout the area. We were asked to help develop the retail experience along with their architect, Helix Architecture.

AGENCY: Willoughby Design. CREATIVE DIRECTOR: Zack Shubkagel & Nicole Satterwhite ARCHITECT: Helix ILLUSTRATOR: Tad Carpenter

BRAND STRATEGY | BRAND IDENTITY | RETAIL DESIGN | BRANDED ENVIRONMENT | SERVICE DESIGN

Building the Base: A Global Relaunch That Paid Off

To recapture the No Makeup trend that Perricone MD pioneered, I led the creative development and execution of “The Base of the Trend” campaign — relaunching our reformulated foundation and introducing two new products: Lip Oil and Blush Balm. We featured eight influencers to showcase diverse skin tones, collaborated with clinical partners for before-and-after content, and shot professional models for evergreen assets. Across three shoots in LA and New York, my team produced over 275 assets spanning packaging, digital, social, and retail for a global market. The result: a 141% revenue increase for the collection.

ROLE: Creative Director

PHOTOGRAPHERS: Jordan Liberty, Patrick Cox, Hayley Fisk | PRODUCTION: Rebel Brand Management

Baking the Brand: Creative Leadership at Panera Bread

Over an eight-year partnership with Panera Bread, I led more than 60 projects across brand, marketing, customer experience, and packaging. What began as seasonal campaign support evolved into a deep collaboration spanning corporate communications, in-store experience, and consumer product innovation.

ROLE: Account Executive, Creative Director, Brand Manager

BRAND MANAGEMENT | BRAND STRATEGY | BRAND IDENTITY | CAMPAIGNS | PACAKAGING | ADVERTISING

Clean Skincare Without Compromise.

To relaunch Perricone MD's Hypoallergenic Collection, we highlighted advanced biomimetic ingredients that deliver efficacy without compromising sensitivity. The campaign visuals drew inspiration from Japanese Ikebana, celebrating harmony and balance found in nature

ROLE: Creative Direction, Campaign Concepting

PARTNERS: Rebel Brand Management,: Alex Kapustin, Photographer; Cody Ebbeler, Video Director; Duggal, Tradeshow Booth

Green Dirt Farms

After 12 years, Green Dirt Farm had become a nationally award-winning artisanal sheep dairy. Determining how to balance growth, while still respecting a small town heritage, takes careful consideration. We held a strategy workshop and helped redefine the future of the brand. The new identity respects the original curly wooly sheep with its art nouveau typography and layers in a little more of the personality that makes Green Dirt Farm unique. The irreverence remains with cheese names like Dirt Lover and Aux Arcs and we expanded the system with a pattern and color palette that works across the entire product line.

CREATIVE DIRECTOR: Zack Shubkagel ART DIRECTOR: Becky Ediger

To-Go Ware You Are

Berkeley-based To-Go Ware offers eco-responsible kitchen products for people on the go. Their products remind people to reuse and reduce while enjoying healthy food. We refreshed their identity and packaging for a broader audience and extended it to new product lines. The new line of product and packaging design is available in natural grocers across the country and online at to-goware.com

MY ROLE: Creative Director, Strategist, Designer. I designed the new identity. ILLUSTRATOR: Jessica Carpenter AGENCY: Willoughby Design

BRAND STRATEGY | BRAND IDENTITY | PACKAGING

↑Back to Top