AMERICAN HERITAGE® Chocolate
Guided the visual narrative and strategic direction of innovation brands in the Mars Chocolate portfolio, including spearheading a comprehensive brand refresh of AMERICAN HERITAGE® Chocolate, a passion project for the Mars family that supports education at American historic institutions.
The brand refresh included introducing photography and recipe guidelines that elevated the brand’s identity, drawing on historic recipes, but executed with personality and a modern flair. With a keen eye for detail, I personally curated and styled every visual element, resulting in an extraordinary >2000% YoY increase in content engagement and email capture, as well as recipe placements in esteemed publications, Food52, Buzzfeed, and David Chang’s Lucky Peach.
Orchestrated seasonal campaigns and implemented a targeted social and CRM strategy, curating engaging content while increasing customer acquisition and retention rates.
My role: Senior Creative Director, Brand Building Communications
BEFORE: AMERICAN HERITAGE® Chocolate Previous Brand Expression, rooted in colonial America.
AFTER: AMERICAN HERITAGE® Chocolate Updated Brand Expression, rooted in global chocolate history and storytelling.
