Woo

As the VP of Creative and Brand at Woo, I lead creative, brand, and communications for the world’s most popular ecommerce platform. Since joining I’ve established an internal agency model, championed and hired for critical functions like project management, editorial, social, and PR, and shifted from production work to building a brand with a full-service team. I’m super proud of the efforts this talented team has made to shift our brand perception and create impactful work that raises awareness and drives sales.

Brand Refresh

I led the launch of a new Woo brand in 2025. The previous identity had been more less the same for the life of the brand, and we needed a new direction that was differentiated in the market and spoke to what we do and who we’re for. We started by developing a new brand platform rooted in what makes Woo unique, then created an updated identity including a new logo, color palette, iconography, illustration system, and more. The work was well received both inside the company and with the Woo community of merchants and developers — and it set the stage for putting spend behind campaign once we had confidence in the brand.

Video and Photo Assets

Woo never had owned assets before for video or photos — we were limited to using stock or illustrations. To help flesh out the brand and put our customers at the forefront of our marketing, I led a series of ongoing shoots to capture interviews, b roll, and photography of Woo merchants in their spaces. I planned the shoots, worked with our art director to develop the look and feel, and worked with production crews and our video editor to shoot and produce the final pieces. The customer videos and photos are used in YouTube, in ads, and across the Woo website.

Campaign: Yours, Truly

After the brand launch, we launched Woo’s first multi-channel, upper-funnel campaign. Traditionally Woo has only advertised on display and limited social for direct sales of apps and services. But this campaign was built to drive platform awareness and adoption in order to grow our market share. Channels included display, social, native, CTV and podcast, and we also deevloped a new custom landing page and platform video. This campaign leaned into Woo’s UVP of being the most customizable, ownable platform on the market. Since it launched soon after the new indetity, we leaned into our new brand language and the photos/videos of our merchants.