go to market strategy
Following a private acquisition, Westbrae Natural found itself at a critical inflection point: no unified brand system, limited marketing infrastructure, and a fragmented product story despite decades of equity in the natural foods space.
I partnered closely with strategy and design leadership to help redefine the brand from the ground up, developing a comprehensive brand framework spanning mission, vision, positioning, competitive analysis, messaging architecture, and product-level storytelling. The work extended beyond corporate branding to establish a scalable strategic foundation for the entire portfolio.
putting the brand in action
From there, I led the evolution of the creative system across content, visual identity, and digital experience, helping shape a more modern and emotionally resonant expression of the brand while honoring its deeply authentic roots in organic food culture.
To accelerate production and create greater flexibility across channels, I also directed the development of a 3D product visualization pipeline, enabling our team to create dynamic animated content and scalable product imagery without the constraints of traditional photography production. These animated “Canimations™” became a distinctive storytelling asset within the broader campaign ecosystem.
The revitalized brand system repositioned Westbrae Natural for a new generation of consumers while reinforcing its longstanding commitment to wholesome, sustainable living. Today, the partnership continues through the development of an expanded storytelling platform and ecommerce experience centered around the brand’s larger mission: helping “save the world one bean at a time.”