Brand Creative Director + Strategist
I build brands worth choosing.
Years of experience in consumer health, pharma, and CPG have taught me the same lesson every time: a brand isn't chosen because one person had a vision. It's chosen because a team aligns early around the right problem and builds something precise enough to prove it. That's the room I build. Brands worth choosing come out of it.
Public Work
Tylenol Daily Care
Packaging Design, Design System
Can a trusted medication brand break into natural supplements?
See Project
→
Adeura
Corporate Rebrand
A company had the science to save lives. Did it have a brand to match?
See Project
→
Function Botanicals
Brand Refresh, Packaging Design
In a category built on volume, can a brand win by being the one that asks for less?
See Project
→
Tru Whole Care
Corporate Rebrand
How do you build a brand worthy of what it had already become?
See Project
→
Confidential work
The brand and results remain confidential. The engineering behind it does not.
Some of the most demanding work I've led can't be shown in full yet. The brand, the launch, or the business context remains confidential.
Preview only. Full case study available upon request.
Heritage Brand Rebrand
Brand Strategy, Brand World Redesign, Research Strategy
Can a legacy brand with 30+ years of history earn the shelf back?
The brief asked for a packaging redesign. I reframed it as a brand world. We laid the strategic groundwork for everything else to stand on. From there, the work stayed flexible by design: pause, validate, reevaluate, at every round. One direction stood on evidence, not instinct.
Cross-Brand Retail System
Design Systems, Cross-Brand Strategy
What does a single visual language look like across a portfolio of different brands worldwide?
The brief asked for a retail toolkit. I reframed it as a shared visual language. We laid the structural groundwork for every brand to stand on without losing what made each one distinct. From there, the system stayed flexible by design: built once, adapted everywhere. One framework held a whole portfolio together.
Brands are for becoming.
I work in branding because it's all about people: those we design for and those we work with to bring it to life. People I've worked with call it energy, momentum, or even magic. I call it paying attention to what someone truly wants and being persistent enough to help them achieve it.
contact
Brand Creative Director + Strategist
I build brands worth choosing.
Years of experience in consumer health, pharma, and CPG have taught me the same lesson every time: a brand isn't chosen because one person had a vision. It's chosen because a team aligns early around the right problem and builds something precise enough to prove it. That's the room I build. Brands worth choosing come out of it.
Public Work
Tylenol Daily Care
Packaging Design, Design System
Can a trusted medication brand break into natural supplements?
See Project
→
Adeura
Corporate Rebrand
A company had the science to save lives. Did it have a brand to match?
See Project
→
Function Botanicals
Brand Refresh, Packaging Design
In a category built on volume, can a brand win by being the one that asks for less?
See Project
→
Tru Whole Care
Corporate Rebrand
How do you build a brand worthy of what it had already become?
See Project
→
Confidential work
The brand and results remain confidential. The engineering behind it does not.
Some of the most demanding work I've led can't be shown in full yet. The brand, the launch, or the business context remains confidential.
Preview only. Full case study available upon request.
Heritage Brand Rebrand
Brand Strategy, Brand World Redesign, Research Strategy
Can a legacy brand with 30+ years of history earn the shelf back?
The brief asked for a packaging redesign. I reframed it as a brand world. We laid the strategic groundwork for everything else to stand on. From there, the work stayed flexible by design: pause, validate, reevaluate, at every round. One direction stood on evidence, not instinct.
Cross-Brand Retail System
Design Systems, Cross-Brand Strategy
What does a single visual language look like across a portfolio of different brands worldwide?
The brief asked for a retail toolkit. I reframed it as a shared visual language. We laid the structural groundwork for every brand to stand on without losing what made each one distinct. From there, the system stayed flexible by design: built once, adapted everywhere. One framework held a whole portfolio together.
Brands are for becoming.
I work in branding because it's all about people: those we design for and those we work with to bring it to life. People I've worked with call it energy, momentum, or even magic. I call it paying attention to what someone truly wants and being persistent enough to help them achieve it.
contact
work
about
Brand Creative Director + Strategist
I build brands worth choosing.
Years of experience in consumer health, pharma, and CPG have taught me the same lesson every time: a brand isn't chosen because one person had a vision. It's chosen because a team aligns early around the right problem and builds something precise enough to prove it. That's the possibility I bring into the room. Brands worth choosing come out of it.
Public Work
Tylenol Daily Care
Packaging Design, Design System
Can a trusted medication brand break into natural supplements?
See Project
→
Adeura
Corporate Rebrand
A company had the science to save lives. Did it have a brand to match?
See Project
→
Function Botanicals
Brand Refresh, Packaging Design
In a category built on volume, can a brand win by being the one that asks for less?
See Project
→
Tru Whole Care
Corporate Rebrand
How do you build a brand worthy of what it had already become?
See Project
→
Confidential work
The brand and results remain confidential. The engineering behind it does not.
Some of the most demanding work I've led can't be shown in full yet. The brand, the launch, or the business context remains confidential.
Preview only. Full case study available upon request.
Heritage Brand Rebrand
Brand Strategy, Brand World Redesign, Research Strategy
Can a legacy brand with 30+ years of history earn the shelf back?
The brief asked for a packaging redesign. I reframed it as a brand world. We laid the strategic groundwork for everything else to stand on. From there, the work stayed flexible by design: pause, validate, reevaluate, at every round. One direction stood on evidence, not instinct.
Cross-Brand Retail System
Design Systems, Cross-Brand Strategy
What does a single visual language look like across a portfolio of different brands worldwide?
The brief asked for a retail toolkit. I reframed it as a shared visual language. We laid the structural groundwork for every brand to stand on without losing what made each one distinct. From there, the system stayed flexible by design: built once, adapted everywhere. One framework held a whole portfolio together.
Brands are for becoming.
I work in branding because it's all about people: those we design for and those we work with to bring it to life. People I've worked with call it energy, momentum, or even magic. I call it paying attention to what someone truly wants and being persistent enough to help them achieve it.
contact
hello.inadimitrova@gmail.com
work
about