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Launching the Evergreen Stand Mixer
In 2024, KitchenAid launched the Evergreen Stand Mixer as part of its Design Series, pairing nature-inspired design with iconic performance. I shaped the launch’s visual identity through sourcing talent, designing the set, and building social concepts that resonated with the design of the product. The product resonated with design-minded consumers, exceeding sales expectations and driving organic buzz across social and design communities.
2 Billion Media Impressions | Sold out in the first week | Surpassed sales targets by 176%
Integrated Campaign Strategy
Used creative to connect the moment-of-purchase video, social, and CRM, reinforcing the message across key touch points.
Social Content Strategy
The social content strategy brought the outdoors inside, using natural elements like wood, plants, and foraged-style foods to visually reinforce the product’s design story. Recipe videos featured earthy ingredients like mushrooms and kale, while design-focused content highlighted the warmth and craft of natural materials in the home. To deepen authenticity, I collaborated directly with the lead product designer—interviewing her in Benton Harbor—to ground the storytelling in firsthand design insight across branded content on Instagram and TikTok.
Bringing the Outdoors In
The set design followed a “bringing the outdoors in” approach, using natural materials—wood cabinetry, earthy stone, and warm, neutral tones—to create an environment that felt grounded and timeless. Leather and linen textiles added organic texture and warmth. Designed as part of a global asset playbook, the space was intentionally universal, ensuring the visual language could resonate across markets worldwide while supporting a cohesive, elevated brand system.
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