FOCL

As the original Creative Director for FOCL, a wellness startup, I played a pivotal role in shaping the company's brand and creative vision from the ground up. Leading a small, agile team of designers, a copywriter, a developer, freelance photographers, and influencers, I was instrumental in establishing FOCL’s presence in the competitive wellness market. My responsibilities spanned across leadership, strategy, branding, packaging, photography, web design, web development, and influencer management.

At FOCL, I honed my expertise in advertising and marketing strategies, including display advertising, performance advertising, organic social, and paid social campaigns. Working closely with the founder, I navigated the challenges of growing a startup from three people in a 10x10 office at WeWork, offering just three products, to a substantial operation. This journey was marked by both successes and setbacks, including the unique challenges posed by launching a business right before the COVID-19 pandemic. Through it all, my focus remained on building a strong, cohesive brand that resonates with consumers and positions FOCL as a leader in the wellness industry.

Check out some of the individual projects I have worked on for FOCL in the Projects section of my site or reach out to discuss further.