Role: VP, Creative

Most of my case studies are about one idea. This one's about building the place where ideas came from.

Ritual brought me on to do two things: define the brand's voice from scratch, and build an in-house Creative Department that didn't exist yet. No inherited team, no house style to follow — just a blank page and a supplement brand trying to say something honest in a category built on hype and pseudoscience.

We built the voice first — clear, confident, allergic to the wellness-industry nonsense that makes most vitamin brands sound like they're selling magic instead of science. Everything downstream came from that: the campaigns, the packaging language, the tone in a push notification. Then we built the team to keep making it, project after project, without me having to write every word myself.

By the time I moved on, Ritual had sold over 1 million bottles of vitamins and raised $41.5 million in venture capital. Numbers like that don't happen because of one ad. They happen because the brand knew who it was, consistently, everywhere it showed up.

A few of my favorite pieces from that run, below.