2016 - 2020
In-House Design Lead
Services:
Digital Marketing (Email, SMS, Paid Media), Campaign Development, Packaging, Product Design & Photography, Branding, Wholesale/B2B Marketing, Environmental Design, Editorial Product Lookbook
Sackcloth & Ashes
When S&A’s founder, Bob Dalton, learned his mother had become homeless, he began calling shelters to ask what they needed most. The answer was simple: blankets. Sackcloth & Ashes was born from that moment, donating one blanket to a local shelter for every blanket purchased.
From humble beginnings operating out of a building closet, S&A quickly gained traction on social media and was picked up by retailers like Anthropologie, REI, and Cost Plus World Market, and partnered with brands including Nike and Starbucks. Today, the brand continues to lead in the blanket space through its online retail presence and corporate and wholesale partnerships, all while providing warmth and comfort to those experiencing homelessness.
Kicking off my in-house career at Sackcloth & Ashes shaped who I am as a designer and a professional. It’s hard to imagine working somewhere more aligned with my values and purpose as a creative. During my time there, I oversaw nearly every aspect of the brand’s visual language, including leading a full rebrand, corporate communications (B2B), campaigns, product photography, and product design and development.
Branding + Identity Design
As Sackcloth & Ashes evolved from a DIY startup into a rapidly growing brand, I led the development of a more intentional and cohesive identity system. I helped define the company’s brand strategy, including its mission, vision, messaging, and target audience, and translated those foundations into a visual language that reflects both the warmth and humanity of the brand and the needs of its growing audience. Check out the entirety of the brand guide here.
Packaging Design
In addition to the visual rebrand, I led a complete overhaul of the product packaging. Originally, orders were shipped in unbranded plastic mailers with no visual identity. I worked closely with a local print production agency to source and customize packaging that better suited the products and reflected the brand. I also concepted the in-box giveback call to action, encouraging customers to engage with additional ways to give back, providing resources for local impact, and reinforcing the brand’s sustainability commitment.​​​​​​​
Sustainability Campaign
As part of the rebrand, the company placed greater emphasis on responsible sourcing and environmental impact. I developed a suite of assets including infographics, social media content, and email campaigns to communicate these efforts clearly and effectively to the brand’s audience.
Corporate Communications & B2B
In addition to direct-to-consumer and retail efforts, a significant portion of Sackcloth & Ashes’ growth came from business-to-business partnerships. During my time there, I led and supported the visual direction of pitch decks, brand partnerships, and corporate campaigns across a wide range of collaborators, including Starbucks, Cost Plus World Market, Subaru, Nike, Dutch Bros, Bradley Mountain, Anderson Windows, Deacon, Fidelity Mortgage, Pura Vida, and Square. These partnerships resulted in co-branded packaging, marketing campaigns, and custom product collaborations.
Seasonal Campaigns
Sackcloth & Ashes regularly launched seasonal campaigns to stay relevant and consistently provide fresh content to its audience. I led the creative direction for these campaigns and created assets across email, social media, packaging, and retail, ensuring each launch felt cohesive, engaging, and aligned with the brand.​​​​​​​
Product Design, Development, + Photography
Product design was a core part of my role at Sackcloth & Ashes. I developed new blanket designs while also evolving existing patterns through updated color palettes and refinements, balancing trend-forward thinking with the brand’s established aesthetic.
I worked closely with manufacturers and mills to bring products from concept through production, continually refining quality and exploring new offerings. Once products were finalized, I was responsible for capturing styled photography for use across the website and product catalog, ensuring each piece was clearly and thoughtfully presented. Check out a sample product catalog here.