Czar Creative
Art at Work
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Reshaping Visual Direction

I developed a rebranding application that strategically delivered product merchandising and the brand's core identity across the digital platform. The project navigated complex challenges of the strict platform constraints while ensuring a cohesive and creative brand representation for all customer touchpoints.

Natural Cleaner Rebranding

Natural Cleaner Rebranding

Aunt Fannies, a cleaning product company, recently underwent a comprehensive rebranding initiative. This involved a redesign of its packaging, an update of its identity, and a refinement of its brand message strategy.

The brand needed a modern identity to reposition itself in the market with engaging content. Key business factors were planned to attract new customers, convert them quickly, and retain them as loyal advocates.   

The brand needed a modern identity to reposition itself in the market with engaging content. Key business factors were planned to attract new customers, convert them quickly, and retain them as loyal advocates.   

They provided a new package design, brand guidebook, and fundamental brand elements like fonts, colors, and basic graphic assets. The product messaging remained largely unchanged while clearly communicating features and benefits to consumers. 

They provided a new package design, brand guidebook, and fundamental brand elements like fonts, colors, and basic graphic assets. The product messaging remained largely unchanged while clearly communicating features and benefits to consumers. 

Comprehensive Digital Marketing Strategy

Comprehensive Digital Marketing Strategy

I collaborated with the Client to implement this new branding strategy within the Amazon marketplace, which required weaving the brand and story across 4 key pieces of the platform- listing images, A+ content, brand story section, and the brand store.

Listing Images

Listing Images

I designed several concept layout options for two of their top products. Given their previous product messaging, I anticipated a headline and descriptor. I also recognized the challenges of incorporating text over images. 

The chosen design incorporated graphic elements inspired by their modern-retro aesthetic, ensuring versatility across various photographs with adaptable placement based on the composition. 

The chosen design incorporated graphic elements inspired by their modern-retro aesthetic, ensuring versatility across various photographs with adaptable placement based on the composition. 

Expanding Brand Elements

Expanding Brand Elements

While the majority of the product content was continuing with minor adjustments, I developed infographics and messaging that would better communicate the products unique selling point. 

When we received the new lifestyle photos, the brand really came to life. I then developed a design template for my team. The system was easy to adapt, and paired with the deeply styled photographs, elevated them in the market. 

When we received the new lifestyle photos, the brand really came to life. I then developed a design template for my team. The system was easy to adapt, and paired with the deeply styled photographs, elevated them in the market. 

Additional Brand Content

Additional Brand Content

While listing images focused on product messaging, additional parts of the brand messaging were carried through the secondary content that included the brand story and A+ content. This content increases conversions and resonates with shoppers by providing a deeper understanding of the brand’s mission and impact.  

I used brand messaging tenets from their brand guidebook and strategized the order of content delivery, and how it was conveyed between both brand content elements. 

Ensuring compatibility with various products and ease of large-scale assembly was a crucial element in the layout’s development. This layout applied to all products, with minor adaptations for category colors.

Ensuring compatibility with various products and ease of large-scale assembly was a crucial element in the layout’s development. This layout applied to all products, with minor adaptations for category colors.

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Brand Store

The last part of the digital merchandising update for Aunt Fannie’s was the seller storefront. The advertising uses this as a landing page, so Ui development was leveraged promote shoppability as to guide consumers to their product, and represent the brand style and key messaging. 

You can view the live page here

The digital merchandising strategy, paired with Aunt Fannie’s standout products, delivered a conversion rate twice the industry average, exceeding 22%.

The digital merchandising strategy, paired with Aunt Fannie’s standout products, delivered a conversion rate twice the industry average, exceeding 22%.