RENEW + RISE.
Njoie is a recovery-forward fitness brand for real athletes—everyday people who move, push, and reset. As Creative Director, I partnered with VP and C-suite leaders to build the brand from the ground up, shaping an ethos of balance and renewal. I wrote “Live with Joie,” as an honest self-affirmation as much as a tagline. I then led, and joined forces in building a unified visual and verbal system across product, digital, social, Amazon, influencer content, and education. Njoie makes recovery feel uplifting, joyful, and part of everyday life.
BOLD BRAND. BOLD WOMEN.
As Freya’s fractional creative leader and brand strategist, I defined the idea that anchored everything: “Crave the shave.” It became the North Star—capturing confidence, curiosity, and unapologetic self-care. I led brand creation and execution across all media: product naming, packaging, social, influencers, creators, and podcasts. The line unified tech, wellness, and culture into one fearless point of view.
“Crave the shave.” sparked a movement, opening conversation in a taboo category and driving national placement, global press, and $500K in first-year sales.
