Iconic brands need more than awareness. They need relevance. As younger audiences shifted toward newer, health and budget-conscious alternatives, Kraft Heinz had an opportunity 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 scalable systems, brand expression frameworks, and new ways of building products faster.
Kraft Heinz had shelf presence, but digitally the experience wasn't keeping pace. The ecosystem was fragmented, difficult to scale, and not designed to support the speed modern marketing requires. While campaigns were winning attention across channels, the digital experience itself wasn't creating meaningful engagement or learning from user behavior.
As Creative Director across the portfolio for three years, I helped lead the redesign and relaunch of hundreds of digital experiences while building a scalable system that allowed teams to move faster without sacrificing brand quality.
The challenge wasn't simply creating better websites. It was creating a foundation that could support dozens of brands, multiple markets, evolving content needs, and entirely different personalities while still feeling connected.
Different personalities. Shared infrastructure. That balance became one of the biggest strategic opportunities of the work.
Section 02 · 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 flexibility for brands to feel distinct while still enabling consistency and speed. Some experiences leaned into playful interactions and expressive storytelling. Others focused on editorial rhythm, recipe discovery, or entirely different audience needs.
To create alignment early and reduce variability, we introduced stylescapes as a foundational part of the process. For KraftHeinz.com, Heinz, and Kraft Mac & Cheese, stylescapes helped define visual direction before UI work started and created a shared language across design, product, and stakeholders. Instead of jumping straight into screens, we aligned teams around personality first.
The goal was never visual consistency. The goal was creating a system capable of scaling personality.
Section 03.5 · Stylescapes
Stylescapes defined visual direction before UI work started. For KraftHeinz.com, Heinz, and Kraft Mac & Cheese, 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.
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 launched initially, scaling toward more than 120 storefronts across 40+ markets, all powered by a shared composable foundation with Contentful at the center. My team helped shape the Master Brand Design System, expression layers for individual brands, and localization patterns that allowed experiences to scale globally while preserving local relevance.
At peak delivery, teams were launching roughly seven sites per week while maintaining accessibility standards, governance practices, and shared release processes. We designed for multiple writing systems including Latin, CJK, and RTL languages while solving for governance at scale, contribution workflows, and token discipline across regions.
Many brands had little or no established digital guidance. In those moments, we analyzed packaging, campaigns, and existing experiences to identify brand patterns and, when appropriate, leveraged 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.
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.