MadeGood is a purpose-driven snack brand rooted in the belief that small, intentional choices can make a big impact—for both people and the planet. To align the brand’s visual identity with its mission, we led a full-scale refresh centered on the idea of Highly Thoughtful Snacks. 

As Art Director, I helped shape the overarching brand narrative and visual language, developing a comprehensive design system and leading the creative direction for photography and video. From identity and iconography to a detailed shoot deck and retail executions, I ensured every element conveyed the brand’s purpose with clarity and warmth.