For a period living in Amsterdam, I led the visual direction for The Avocado Show across brand, photography, and paid and organic social. My role covered everything from menus, packaging, and window design to merchandise, event visuals, and brand photography, with a strong focus on how the brand showed up in-feed.
I planned and directed food and lifestyle shoots, shaping a vibrant, premium aesthetic that reflected the brand’s playful tone and global ambitions. Alongside this, I developed and produced paid social creative, adapting content for different formats and audiences, and iterating based on engagement and performance signals to understand what resonated most.
During this period, I managed content across all major social platforms, working closely with the wider team to balance brand expression with performance needs. The work was designed to feel natural and human while still doing the job paid media needs to do: stop the scroll, communicate quickly, and drive interest.
Deliverables:
Menu systems, environmental graphics, merchandise design, photography and video direction, paid and organic social content, brand book art direction.
Menu systems, environmental graphics, merchandise design, photography and video direction, paid and organic social content, brand book art direction.
Result:
A unified, elevated visual identity and a measurable increase in reach, engagement, and audience growth across social channels.
A unified, elevated visual identity and a measurable increase in reach, engagement, and audience growth across social channels.
Design examples
Social Examples
Merch examples
Book
Food
