Role: Associate Creative Director

Creative Partners:
Creative Direction by Allison Conway
UI Design by Jess Campbell
Digital & Motion Design by Casandra Port
Photography by Leah Verwey
Styling & Props by Anne Parker

The Brand

Branch Basics makes powerful, human‑safe cleaning products for healthy homes. Formulated from plant and mineral ingredients and free of fragrances, their products deliver a deep, effective clean without harsh chemicals.

The Challenge

For Black Friday/Cyber Monday, Branch Basics wanted a campaign that felt bold, colorful, and disruptive. Most competitors leaned on predictable holiday motifs — Christmas colors and patterns — creating a “sea of sameness” that made it hard for brands to stand out.

The Solution

To lift Branch Basics above the noise, my team designed a campaign that combined decorative typography and layered mesh gradients with a warm, attention‑grabbing palette. The maroon color provided a subtle winter reference while the overall look felt fresh and distinct from typical holiday visuals.