As part of BuzzFeed’s suite of lifestyle brands, Goodful’s mission is to help people live healthier, happier lives. Like the brand itself, the design team anchored our strategy with deeply rooted generosity, empathy, and respect for the audience’s time and money. We worked collaboratively with the Goodful editorial team, tech teams and our licensees to create a brand that honored the past present and future of the brand while remaining genuine and honest to our audience.
Physical Goods
Working alongside our licensees, marketing managers and retail partner, Macy’s, we developed a line of physical goods that help people live happy, healthy lives. The Macy’s launch focused on products related physical and mental well-being. Cookware and and kitchen goods for better eating, sustainably produced sheets infused with charcoal for better sleeping and reusable vessels for a smaller environmental footprint.
Video card design and animation
Illustrations (click image to enlarge)
My Role: Creative Direction & Brand Strategy
Brand Design: Devon McGowan, Isabel Urbina, Mike Tabie, Michael Killian // Illustration: Ivy Tai // Motion: Freddy Arenas // Editorial: Rachel Miller // Product Design: Kiyana Salkeld