Krispy Kreme Campaign Creative

creative direction + Leadership

As the Creative Design Manager at Krispy Kreme, I led the internal agency in developing and executing 20+ high-impact, multi-platform campaigns across the U.S. and Canada each year. My role was leading the team charged with establishing the distinctive look and feel for each campaign and ensuring its consistent application across all touchpoints.

Through strategic leadership and a commitment to creative excellence, I ensured that each campaign not only met but exceeded expectations, reinforcing Krispy Kreme's position as a beloved brand in the sweet treat industry.

campaign identity

I spearheaded the creative direction for each campaign, collaborating with designers and external partners to craft unique visual identities that resonated with our audience. This process involved refining the campaign's aesthetic to align with Krispy Kreme's brand while introducing fresh, engaging elements.

creative Packaging

Occasionally, we reimagined our iconic doughnut boxes to align with special collections. My team was responsible for developing the packaging architecture and working closely with printers to ensure the designs were both functional and visually appealing. These limited-edition packages generated significant buzz, garnering extensive social media engagement and coverage from major news outlets and industry blogs.

photography

Managing the relationship with our photography studio, Salt Paper, I oversaw the scheduling, pre-production, and budget adherence for all photoshoots. On set, I provided art direction to stylists, photographers, and technicians to ensure the doughnuts were presented impeccably, capturing images that would entice and delight our customers.

FINAL DESIGNS

Overseeing the creation and delivery of thousands of unique materials annually, I facilitated reviews, managed approvals, and conducted final pre-press checks. This ensured that all creative assets were flawlessly executed and delivered on time to over 300 shops nationwide.