ByHeart

This is a selection of work I created for the ByHeart Partnership. I’ve organized this by larger creative buckets vs. specific projects.

I currently work on the ByHeart account as a creative manager and strategist. Over the past few months I’ve shifted into mostly a managerial role on this partnership but have contributed to the design execution consistently in the past. Right now I oversee another graphic designer. I am in charge of creative prioritization, creative brief creation, roadmapping and delegation.

These selections were ideated and executed entirely by me. This partnership relies heavily on video and promotional content. I’ve featured more of the video content to highlight more of the branded work I do.

At the bottom of the work I have attached a sample roadmap to give a sense of what creative planning may look like in a given month. This example is kept high level, the roadmaps we share with partners outline specific concepts.

Value Prop Testing

A core pillar of our strategy for this account was rigorous testing to determine which value propositions resonated most with parents. We conducted extensive testing on various messaging approaches and developed creative assets based on the insights gained. While we focused primarily on their three key value propositions—easier digestion, reduced spit-up, and softer poops—we also incorporated a broader range of benefits and continued to push on this all you’ll see in the next section.

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Longer-Form Videos

For ByHeart infant formula, a critical component of our strategy was testing the effectiveness of longer video formats that highlighted multiple value propositions. Our goal was to understand the impact of video length versus the added benefit of providing more in-depth explanations about the product. This approach allowed us to assess whether giving parents a more comprehensive understanding of ByHeart’s key advantages would drive stronger engagement and conversion.

Short Form Videos

We also explored the effectiveness of shorter videos to assess how streamlined, attention-grabbing hooks performed with minimal information. This allowed us to determine whether a more concise approach could still capture parents' interest, drive engagement, and effectively communicate key value propositions without the need for extensive detail.

Social Proof

Social proof was another large pillar of strategy, highlighting testimonials and press recognition builds trust with the brand and gives people external validation.

Additional Static Designs

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Creative Strategy

I’ve included an example of a high level Creative Roadmap at the end of each partnership section. This is a small window into the strategy work I do. It is not to illustrate exactly what we deliver to a client (as we would dive into more significant detail), but meant to give some insight into how I think about long-term strategy and planning for clients, and how they differ based on the company.