I spent six years at ezpz, joining as Lead Graphic Designer in 2019 and becoming Art Director in 2024. The brand had bones when I started, but not a real design system. My job over those years was to build one, and apply it everywhere ezpz showed up in the world.

That ranged across digital, packaging, print, and physical brand. On digital: The website, Amazon listings, and A+ content, social campaigns, Meta and Google ads, email marketing, brand videos, and product photography retouching. On packaging: A full system rebrand across 60+ SKUs with new Pantone standards to keep colors and all design elements consistent across every product. On print: Catalogs, brochures, sale sheets, sale kits, retailer and distributor kits, and branded inserts that ship with every order. On the physical side: Expo booths, retail stands, shelf displays, and even a custom booth for the Baby Expo Dubai 2025. For larger production needs, I directed external vendors and agency designers.

The work also meant being in close conversation with the rest of the company. I worked directly with the CEO, COO, and CFO on brand strategy, with the pediatric feeding specialist behind ezpz's products on how to communicate the product's benefits clearly, with our product designer on packaging that would fit physical product realities, with our web developer on building the site experience, and with the factory in China on production specs and quality control. Design at ezpz was never just a creative function; it had to work for every part of the business.

The design decisions drove measurable results. Social campaigns grew followers by 15% and engagement by 20%. Meta ads improved CTR by 25% and delivered 2x ROAS. Refreshed Amazon A+ content lifted sales by 15%. The website experience increased conversions by 15%. By 2024, I was leading the brand direction and the rebrand that touched every channel.