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

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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

I helped this organization through a rebrand that included renaming it Cultivate Kansas City (formerly the Kansas City Center for Urban Agriculture). Since that rebrand, the organization had grown and it was lacking consistency in its communications. The website was dated and things needed to be reeled in. I guided them through another brand refresh working closely with their in-house designer. We simplified the mark to Cultivate KC and gave them a fresh color palette, type system, and new website. We also developed an online brand guideline to help the organization stay inside the lines.

ROLE: Creative Direction, Brand Strategy, Content Architecture, UX/UI design

AGENCY: Willoughby Design DESIGNER: Gaby Saravia DEVELOPMENT: Blake Nafzinger

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

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.

In a highly competitive grocery category like pre-packaged salads, standing out is key. When Taylor Farms approached Willoughby to design a brand for its new product line of Chef Crafted Salad Mixes, we paid a lot of attention to the competition. Our solution? Minimize the label to maximize product visibility. The design reflects the Taylor Farms brand with a Farm to Table Restaurant vibe like chalkboards, hand-crafted type and charming little illustrations to call out main ingredients. Most importantly you get to see the yummy fresh ingredients bound for your table.

CREATIVE DIRECTOR: Zack Shubkagel, Megan Stephens DESIGNERS: Becky Ediger, Gaby Saravia, Meryl Vedros,

Branding | Packaging

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

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

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

Calling Shoppers to Come To Their Senses

As more consumers click their carts, retailers need to remind them of the value of bricks and mortar. Brookfield Properties (formerly GGP) is one of the nation’s largest property developers with 120 malls and shopping centers, each offering a variety of experiences. Our challenge was to develop a national campaign to build affinity for the GGP brand and drive traffic to their properties. We created a flexible and appealing campaign that could fit both standard and high-end luxury properties by focusing on the advantage of in-person shopping. What we delivered was a multi-channel campaign to cover ALL THE FEELS.

AGENCY: Willoughby Design MY ROLE: Account Executive, Creative Director, Strategist, Art Direction | Designers: Kevin Garrison | Copy: Lisa Correu

STRATEGY | ADVERTISING CAMPAIGN | ART DIRECTION | COPYWRITING

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