The Moxie Food Co. was an early-stage food brand with a bold product and no creative infrastructure. As founding Head of Brand Marketing and Creative, the job was to build everything from scratch: not just a visual identity, but the full operating system for how the brand would look, sound, communicate, and grow.The Moxie Food Co. — Brand & Creative from the Ground Up
The approachBrand positioning, voice, and visual identity came first — establishing what Moxie stood for and who it was talking to before any asset was made. From there, a 360 degree content and marketing system was built across DTC, social, email, and e-commerce, with scalable production processes designed to sustain monthly content output without constant reinvention.
Photoshoots were conceptualized, art directed, and produced to support video, still photography, educational content, and UGC-style assets simultaneously. Email strategy, segmentation, and design were developed alongside website UX, PDP copywriting, and SEO-driven content.
This was a founding creative director role — which means the work wasn't just execution. It was building the infrastructure, the systems, and the standards that would let the brand grow.
What was delivered:
• Brand positioning and visual identity
• Content strategy and production systems
• Photoshoot direction
• Email marketing strategy and design
• Website UX and copywriting
• Social content direction across paid and organic
The result:
A brand with a complete, coherent creative identity and the systems to sustain it — built from zero by one person, on a founder's timeline and budget.
