Vitacost
Lead Social Designer + Digital Designer · 2017–2026
Kroger-owned health & wellness retailer
I lead social brand design at Vitacost, where I've shaped the visual voice across Instagram, TikTok, Pinterest, and email for 8+ years. My work spans the full system: brand guides and influencer program, seasonal campaigns, packaging design, and paid social. I'm the person who decides how Vitacost looks when you scroll past it — and how to make sure you don't.
Social Snapshot
This is just a taste of nearly a decade of social content built for Vitacost — a national DTC health and wellness retailer with thousands of products and one creative voice holding it all together.
From product launches and recipe content to brand campaigns, influencer collabs, seasonal moments, and the occasional existential question about Harry Styles and PlayStation — every asset was concepted, designed, and produced in house. Bold color, strong typography, and a brand personality that made people stop scrolling.
The range here is intentional. One brand. Every format. Always recognizable.
I am happy to walk through specific campaigns, GIF work, or paid social creative in more depth — just ask.
Private Label Packaging
Supplements & Essential Oils
Vitacost carried thousands of third-party products but the private label line was an opportunity to build something entirely their own. I designed the packaging system from scratch — developing a visual language that could stretch across a full range of supplement and wellness SKUs while staying cohesive and on brand.
The essential oil collection used a watercolor botanical illustration system with color coding by scent — warm and approachable without losing the clean credibility the wellness category demands. The supplement line balanced clinical clarity with the Vitacost brand warmth — clear hierarchy, confident typography, and a shelf presence that could hold its own against national brands.
Vitacost Branding Guide
When I joined Vitacost the brand had no social identity worth following — just a product feed with no personality and no
reason for anyone to come back. This branding guide was built from scratch to change that.
It defined the look, tone, and feel of Vitacost's entire social presence — the visual language, content pillars, campaign frameworks, and creative rules that gave a national DTC health and wellness brand a voice it had never had before. Everything was produced in house with a zero dollar budget.
This guide became the creative foundation the whole organization worked from. It shaped the influencer program, the content system, and the campaigns that followed. The result was a brand people actually came back to — not just for the deals but for the story.
This is not finished work. This is how I think before the work exists.
Influencer Social Program
Vitacost's influencer program connected the brand with creators across health, wellness, lifestyle, and food — but before any influencer could represent the brand they needed to understand what Vitacost looked and felt like.
I built the visual identity and look, tone, and feel guidelines that defined how the Vitacost brand showed up across every piece of influencer-generated content. From the program presentation design to the creative direction that ensured consistency across macro, micro, and nano influencer tiers — I made sure that no matter who was holding the product, it still felt like Vitacost.
The business structure and campaign rules were developed by the broader team. My role was making sure the understood the rules and everything they touched looked intentional, on brand, and worth sharing.
