Copper Pearl Rebrand
Tasked with modernizing the brand experience for Copper Pearl, I led a full-scale rebranding initiative that spanned e-commerce, wholesale, packaging, and social media. The goal was to elevate brand perception, drive D2C growth, and foster deeper consumer engagement.
As project lead, I directed the end-to-end process—managing two external partner agencies and coordinating a cross-functional internal team of ten across marketing, design, and production.
Led a comprehensive brand transformation—including packaging redesign, website overhaul, social media campaign, B2B platform launch, and updated brand assets—to enhance customer engagement and ensure brand consistency across all touchpoints, contributing to a 34% increase in sales.
Packaging Transformation
Led a comprehensive overhaul of Copper Pearl’s product packaging to modernize visual identity, enhance shelf appeal, and improve brand recognition. Collaborated with creative, engineering, and supply chain teams to redesign packaging across multiple categories, focusing on three key goals: elevated shelf presence through cohesive visuals and lifestyle imagery; stronger brand consistency with clear messaging and prominent logo placement; and improved structural design for durability, retail readiness, and DTC shipping. The redesign increased in-store visibility, reduced transit damage, and reinforced a premium brand image.
E-Commerce Website Redesign
Led the end-to-end redesign of Copper Pearl’s direct-to-consumer website to align with a refreshed brand identity and enhance user experience. Collaborated with web designers, developers, and digital strategists to implement a modern, conversion-optimized design. Key updates included streamlined navigation, improved product discovery, and SEO/SEM-optimized copy. The redesign also featured enhanced visual storytelling and lifestyle imagery to elevate the brand’s emotional appeal.
Social Media Campaign
Social media campaign for rebrand: Partnered with internal content teams and external creatives to ensure consistent messaging and visuals across Instagram, Facebook, Pinterest, and TikTok. Delivered refreshed brand voice guidelines, updated logos and taglines, and a cohesive visual system aligned with the new brand identity.
As part of this initiative, I also led the launch of a private Facebook group for retail partners, creating a dedicated space for communication, product education, and brand updates. This initiative strengthened relationships with wholesale partners, increased engagement, and provided a direct feedback loop from key stakeholders in the retail channel.
Wholesale Platform Adoption
Led the implementation of a new B2B e-commerce platform to modernize Copper Pearl’s wholesale operations, streamline internal processes, strengthen retail partnerships, and support scalable growth. Partnered with sales, operations, and IT to select the platform, define business requirements, and integrate with inventory and order systems. Also designed and maintain branded creative assets to ensure a consistent experience aligned with DTC channels.
