cocina latina

concept / art direction / design

Challenge: Whole Foods wanted to test a seasonal event built on the flavors of Latin America.

Idea: Textiles. Woven patterns run through many Latin American cultures, show up in kitchens and on dinner tables, so. they became the visual backbone. The food photography matched: charred aromatics, salt and spice, vibrant produce and pantry staples, all centered on gathering, from casual get-togethers to elaborate spreads.

My role: Concepted, pitched and art directed the event, designed to flex across in-store, email, and digital.

Result: The pilot grew into an annual elevated event. In March 2025, total-store net sales grew 10.2% YoY during the event, up from 4.9% the year before, and finished $1.7M above plan.

global flavors

concept / art direction

Insight: Whole Foods stores have an entire aisle dedicated to global flavors. Walking down it is like a trip around the world.

My role: Led creative from concept to final edit. Concepted ideas with copywriters, storyboarded and planned for type and motion, selected directors, and led creative in pre-production. On set I directed food and prop stylists so every dish had appetite appeal and felt creative, approving takes and giving feedback in the room.

Directed by The Kaplans

WFM Team:
Avalon McKenzie, Josie Wilken, Israel Beer, Caden Kerr

email redesign

concept / design

Macro photography, fun and interesting angles, and playful type treatments brought a new Modern Organic take on a WFM classic.

45+ reusable component design system saved 60+ hours weekly across the department.

before

after

brand guidelines

art direction / design / dev

No more boring, always out-of-date brand PDFs. We built this site to onboard new team members, hand off to outside vendors, and educate others on the Whole Foods Market brand in an interactive and ever-evolving way.