snuggL

For Snuggl, a brand specializing in the manufacturing of L-shaped pillows, I took on the role of both Senior Designer and Art Director during a pivotal shift in the company’s branding. After Snuggl was acquired, they sought to move away from their industrialized image and reposition themselves as a direct-to-consumer (D2C) brand that felt more personal and accessible.

My role involved leading the transformation of the brand’s visual identity to reflect this new D2C approach. I focused on creating a softer, more consumer-friendly look and feel, moving away from the industrial aesthetic. The new designs emphasized comfort and lifestyle, using warm, inviting colors and imagery that appealed to individual consumers. From product packaging to digital marketing assets, I ensured that the brand felt approachable, modern, and aligned with the consumer’s desire for comfort and quality.

This project was a rewarding challenge, allowing me to blend strategic branding with creativity to help Snuggl successfully transition into the D2C space.

Role: Art Director & designer