Willow

A single-product startup becomes a national maternal-care brand — and the design system built to keep pace.

Over four years, I led Willow's visual identity through a company transformation — from one flagship product to a maternal-care ecosystem with national retail presence. My job wasn't to make more design; it was to build a system flexible enough to keep pace with the business without losing what made the brand recognizable.

role

Lead Graphic Designer

timeline

2021-2026

team

Creative Director.

Marketing. Social,

Product. e-commerce

focus

Brand Systems, Campaigns, Retail, E-commerce, Social

Motion. Print

Evolving a brand as it grew.

When I joined Willow, the company had one flagship product and an outdated visual identity. The business was expanding into new categories and channels, and the brand needed a modern look and a scalable system that could flex across campaigns, products, retail, and digital experiences—while staying true to the needs of modern moms.

The challenge was not simply to create more work. It was to help establish a visual language that could evolve with the business, move quickly across channels, and remain recognizable wherever a customer encountered Willow.

The Start: one product

brand exploration & development

TODAY. A MATErNAL care ECOSYSTem

The Transformation

WHEN I JOINED

• One flagship product

• An evolving, outdated identity

• A newly formed creative team

FOUR YEARS LATER

• 15+ product launches

• National retail expansion

• A broader maternal-care ecosystem

• A consistent presence across retail, e-commerce, social, and community

Building the Brand

As Willow evolved, so did its visual language. I didn't want to just design more assets — I wanted to build a system flexible enough to hold up under speed. Alongside the Art Director, I led the typography, color, campaign language, illustration, and photography decisions that became Willow's design system, then translated that into brand guidelines the wider team could actually run with. When seven products launched simultaneously with a small creative team, that system was the reason the brand held together instead of fragmenting.

A system built to grow

The guidelines gave Willow a shared creative foundation—helping maintain consistency across channels while leaving enough flexibility for campaigns, launches, and new expressions of the brand.

The visual language itself had to do real work: soft enough to feel trustworthy to a new mom, confident enough to hold its own on a Walmart shelf next to established brands. That tension — warmth without softness that reads as weak — shaped every typography and color decision in the system.

Seven products. One launch. A small creative team.

With seven products launching simultaneously, the challenge wasn't simply creating more—it was creating efficiently without sacrificing the brand. I helped establish a flexible creative approach that allowed our small team to scale across channels, maintain consistency, and build enough variation into the system to keep the launch feeling fresh from one product to the next.