Iconic brands need more than awareness. They need relevance. As younger audiences moved toward newer, health and budget-conscious alternatives, Kraft Heinz had a chance to rethink how its brands showed up digitally. Over three years, I helped lead the redesign and evolution of digital experiences across a portfolio of 40+ brands, shaping the systems, brand expression frameworks and ways of building products faster.
Kraft Heinz owned the shelf. Digitally, the experience wasn't keeping up. The ecosystem was fragmented, hard to scale, and not built for the speed marketing actually needs.
As Creative Director across the portfolio for three years, I led the redesign and relaunch of hundreds of digital experiences while building a system teams could move fast inside, without losing the brand.
The job wasn't "better websites." It was a foundation flexible enough for dozens of brands, many markets, very different personalities, and still feel like one family.
Different personalities. Shared infrastructure. That balance became one of the biggest strategic opportunities of the work.
The Portfolio
Over three years, we delivered refreshed digital experiences across more than 40 brands in the North American portfolio. Each brand maintained its own voice, photography style, and visual language while sharing the same component foundation, content structure, and scalable system behind the scenes.
The system needed enough flex for brands to feel distinct while still enabling consistency and speed. Some experiences leaned playful and expressive. Others focused on editorial rhythm or different audience needs altogether.
To align early and reduce variability, we introduced stylescapes into the process. For KraftHeinz.com, Heinz, and Kraft Mac & Cheese, they defined visual direction before any UI was drawn, and gave design, product and stakeholders a shared language to react to.
The goal was never visual consistency. The goal was a system that could scale personality.
Stylescapes
Stylescapes defined visual direction before UI work started. For KraftHeinz.com and Heinz, they became a shared language across design, product, and stakeholders to explore tone, motion, typography, and visual energy before components existed.
For Kraft Heinz, we created a more expressive Gen Z experience with vibrant colors, motion, and content designed around discovery. The new site is a hub for the portfolio, a place to meet every brand without losing any of them in the crowd.
The purple was the deliberate fusion of Heinz red and the portfolio blues, a new signature color built to feel native to Gen Z while still rolling up to the parent identity.
We built kitchen inspiration around recipes, product discovery around occasion, and told the company's story in a voice that sounds like its food.
For flagship experiences, we elevated storytelling and product exploration while evolving recipe ecosystems into smarter and more scalable experiences. Heinz proved the system could turn up the volume without breaking. Bold photography, saturated color, and motion that winks.
We reinvented recipe content across the portfolio starting here, with a catalog that reads like a tasting menu and a recipe engine that learns.
The internet's favorite blue box had no home that matched its fanbase. We built a digital identity around fan culture and community behavior, with cheeky copy, big gold hero moments, and a recipe hub that celebrates the weirder ways people actually eat it.
A fast-ship, cult-first site that finally caught up with how loud this brand is on social.
Playful interactions balancing kid-facing energy with parent usability. Loud yellow, bouncy interactions, and a dual-audience layer: the playful surface kids notice, with the grown-up information architecture parents actually need. Motion tokens tuned to bounce, copy tuned to giggle.
Editorial and recipe-first experiences designed around planning and discovery. Navy and cream, generous whitespace, editorial rhythm, built for recipe seekers who are planning, not snacking. Same components as Heinz, opposite personality. The system earned its keep the day both shipped on the same spine.
Heritage storytelling reimagined for a more modern audience. Same component foundation, distinct tone, a brand with deep equity translated into a digital surface that feels both familiar and current.
brands.com became the platform behind Kraft Heinz's growing digital ecosystem. 30+ branded sites at launch, scaling toward 120+ storefronts across 40+ markets, all running on a shared composable foundation with Contentful at the center.
At peak, teams were shipping roughly seven sites per week while holding the line on accessibility, governance and release cadence. We designed for Latin, CJK and RTL scripts on a single component set, solving for contribution workflows and token discipline at the same time.
Many brands had no digital guidance to start. So we read brand DNA from packaging, campaigns and existing surfaces, and used AI-assisted workflows to bridge content and asset gaps. Over time, the Design System evolved from a component library into a platform capability.
Over time, the Design System evolved from a component library into a platform capability.
Over the years, we have developed digital campaigns for more than 100 global brands, from new product launches and recipe awareness to first-party data collection strategies.
The campaigns combine high-engagement formats such as quizzes, sweepstakes and interactive experiences, connecting consumers to brands in a relevant and measurable way.
Outcomes ✦ The Numbers
Three years leading creative direction across the brand portfolio and the global brands.com platform.
Across the refreshed experiences, from recipe engagement to e-commerce handoffs.
Time on site, interaction depth, and content exploration all increased after relaunch.
Customer satisfaction improved across the portfolio and rolled up to parent-level reporting.
Leading portfolio strategy, systems thinking, and digital evolution across 40+ Kraft Heinz brand experiences.
Best Responsive/Adaptive Design for Mobile (Mobile Features), Webby Awards 2025, recognising kraftheinz.com.
For composable architecture and modern commerce delivery.
Internal innovation programs and recognition across the Kraft Heinz organization.
The work helped establish the foundation for AI-powered experiences and new ways of creating content at scale. What started as a redesign initiative became a scalable ecosystem built to evolve alongside the business.
The Team
Deepest thanks to the brand teams, engineers, writers and strategists who shipped this alongside us. Brand by brand, market by market.