My Role
As Creative Director, I led the creative vision for the website redesign, packaging updates, and product photography direction. I guided the creative team through the development of a more cohesive brand experience that supported both storytelling and conversion.
My responsibilities included:
- Leading the creative direction for the redesigned Gundry MD website
- Improving the user experience and overall site flow
- Creating a more intuitive path to product discovery and purchase
- Directing the visual refresh of product packaging across the Gundry MD portfolio
- Establishing stronger consistency across digital and physical brand touchpoints
- Directing product photography shoots to improve product presentation
- Collaborating with design, marketing, e-commerce, content, and production teams
- Ensuring the creative system could scale across new products and future campaigns
Strategic Approach
The work began with a focus on the customer journey. The core question was: how can we make it easier for customers to understand what Gundry MD offers, find the right product, and feel confident moving forward?
From there, the creative strategy centered on three priorities:
Clarity
Simplify the way users navigate the brand, products, categories, and educational content.
Trust
Create a more polished and credible visual experience that reflects the authority of the brand and the quality of the products.
Access
Make products easier to find, easier to evaluate, and easier to purchase across the site experience.
This approach helped shift the work from a visual redesign into a broader brand and commerce system.
Website Redesign
For the website, the goal was to create a more user-friendly and impactful digital experience. The redesign focused on improving navigation, product visibility, content hierarchy, and the overall shopping journey.
I led the team in rethinking how customers moved through the site, from initial brand discovery to product exploration and checkout. We looked closely at how users searched for products, how information was organized, and how the visual system could better support education, credibility, and conversion.
Key areas of focus included:
- More intuitive navigation and product access
- Stronger hierarchy across homepage and product pages
- Clearer pathways into product categories and health goals
- Improved balance between education and commerce
- More engaging visual storytelling
- Better product presentation across key shopping moments
- A cleaner, more modern digital brand experience
The website redesign was developed to help users feel less overwhelmed and more guided. Each design decision supported a clearer customer journey, making the experience more accessible, more informative, and more conversion-focused.
Packaging Refresh
In addition to the website redesign, I led the creative effort to update the packaging across Gundry MD’s product line. The packaging needed to feel more consistent, more premium, and easier for customers to recognize across a growing product portfolio.
The packaging refresh focused on creating a stronger visual system while still allowing each product to maintain its own identity. This required balancing brand consistency with product differentiation.
Key packaging priorities included:
- Creating a more unified look across the product family
- Improving product readability and hierarchy
- Strengthening shelf and digital presence
- Making product benefits easier to understand
- Creating a cleaner and more polished visual presentation
- Building a packaging system that could scale across future products
The updated packaging helped create a stronger bridge between the physical product and the digital shopping experience. Whether customers encountered the brand online, through product photography, or through the product itself, the experience felt more connected and intentional.
Product Photography Direction
I also directed product photography shoots to elevate how Gundry MD products were presented across the website and marketing channels. The photography needed to support both brand trust and product clarity.
The goal was to create imagery that felt clean, credible, and conversion-ready. Product photography had to work across multiple use cases, including website pages, product detail pages, promotional assets, and broader brand storytelling.
My direction focused on:
- Clean and consistent product presentation
- Strong lighting and detail for packaging visibility
- Visual consistency across product categories
- Product imagery that felt premium and approachable
- Photography that could support both commerce and campaign needs
- A more polished visual system across the digital experience
The updated photography helped bring the redesigned website and refreshed packaging together into one cohesive brand experience.
Creative Leadership
This project required creative leadership across multiple workstreams. The website, packaging, and photography all had different needs, but they had to ladder up to the same strategic vision.
My role was to keep the work aligned, focused, and connected. I helped translate business goals into creative direction, guided the team through execution, and ensured that every touchpoint supported the larger brand experience.
The success of the project came from building a system, not just a series of assets. The redesign gave Gundry MD a stronger foundation for product storytelling, customer education, and e-commerce growth.
Outcome
The final work created a more cohesive and elevated Gundry MD brand experience across digital, packaging, and photography. The redesigned website improved the way customers discovered and accessed products, while the packaging refresh created a stronger and more consistent product identity across the full portfolio.
The project strengthened the connection between brand storytelling and commerce. It helped make the experience feel easier to navigate, more visually impactful, and more aligned with the needs of customers looking for trusted wellness solutions.
Key Takeaway
This work reflects my ability to lead creative transformation across an entire brand ecosystem. From UX and website redesign to packaging systems and product photography, I helped bring clarity, consistency, and stronger visual impact to a complex wellness brand with a broad product portfolio.
At its core, this project was about making the brand easier to understand, easier to shop, and easier to trust.
