Cross Channel Marketing for Fx
Increasing revenue with the power of good design

As an art director for Fx Chocolate, I launched a redesign of an existing line of supplement bars, with some new SKUs incorporating novel ingredients such as magnesium glycinate and larch arabinogalactin.
I created the look and feel for this line of gummies and bars, as well as the supporting collateral for both practitioner and direct-to-consumer audiences. Working closely with the brand manager, I determined the aesthetic to support our brand statement, “Science Fueling xceptional,” art directed the photo shoots for the product line, and created a brand guide.
My role
Art direction
Branding design
Generative AI
Social media creation
Software used
Adobe Illustrator
Adobe Photoshop
Adobe Express
Midjourney
Science Fueling xceptional: Bar and gummy design
Designs for Health had an existing line of supplement bars that were underperforming, and the company decided to re-formulate and re-package them under the Fx sub-brand. The new packaging focused more on the direct-to-consumer space with a colorful, lively, and playful packaging design. I was able to tie this new product line back to the original Fx design for consistency.
Takeaway: With redesign of an existing line of supplement bars, our Shopify sales increased by 38%.

Photoshoots
After we invested money in the initial photo shoot for the initial line of supplement bars, we were faced with the issue of how to create image assets for our new Yes Whey!!! line of bars. Hiring another photographer and flying me out to supervise another photo shoot was not in the budget. Using Midjourney and Adobe Stock, I was able to create image assets for 3 new bars in the Yes Whey!!! line, without hiring a professional photographer. I saved the company several thousand dollars by using my skills to create compelling brand imagery.
Takeaway: Using a combination of generative AI and stock photography, I saved the company over $2000 in photo shoot expenses.


During my tenure designing social media assets for Designs for Health (for apps including Instagram, TikTok, Facebook, and LinkedIn), our follower count increased by 40%. I also developed a document outlining the 5 pillars of content creation to guide our Fx social media strategy. I helped develop monthly content calendars and regularly wrote copy to accompany my social media visuals.
In addition to social media asset design, I also created User Generated Content (UGC) style content for when we did not have the budget for creators, saving the company over $1000 in influencer content costs.
Takeaway: Our follower count increased by over 40% during my time designing organic assets for the Designs for Health social accounts. I also saved the company over $1000 by creating UGC-style content in house.
Website design
I was responsible for re-designing the homepage, about page, and product detail pages for fxchocolate.com. Using Figma, I created designs and then handed them off to an outside developer.


Product detail page carousel design

