Grove Collaborative
Grove Collaborative is empowering a sustainable revolution in every home. I joined Grove in 2019 as Head of Brand Copy to create a cohesive and engaging brand voice. In 2022, I stepped into a Creative Director role, overseeing the 12+ person creative team, including copy, art direction, and design.
In late 2022/early 2023, I led the brand and creative teams on a brand evolution. The Grove brand had become scattered and muted. It needed to be unified and energized in order to draw customers in and keep them engaged.
Brand strategy | Creative direction | Copy direction | Copywriting
Before → After
Credits
Creative Direction:
Lynsey Waite
Art Direction:
Tracy Taylor
Photo art direction:
Meg Savage
Design:
Ann Finkel
Copy:
Lynsey Waite
Charise Roberts