ByHeart

This is a selection of work I created for the ByHeart Partnership. I’ve organized this by larger creative buckets.

I worked on the ByHeart account from 2023-2025 as a creative manager and strategist. My role shifted into mostly a managerial role on this partnership but I contributed to the design execution consistently. I oversaw another graphic designer and was in charge of prioritization, brief creation, and roadmapping.

These selections were ideated and executed entirely by me. This partnership relies heavily on video and promotional content. I’ve featured more of the video content to highlight more of the branded work I do.

Value Prop Testing

A core pillar of our strategy for this account was rigorous testing to determine which value propositions resonated most with parents. We conducted extensive testing on various messaging approaches and developed creative assets based on the insights gained. While we focused primarily on their three key value propositions—easier digestion, reduced spit-up, and softer poops—we also incorporated a broader range of benefits and continued to push on this all you’ll see in the next section.

BYH-META-ArrowSplit-1x1 copy.png

BYH-META-CheckSplit-2Cans-1x1 copy.png

BYH-QuestionHooks-1x1 copy.png

BYH-VPsonBottle-Cream-1x1 copy.png

Longer-Form Videos

For ByHeart infant formula, a critical component of our strategy was testing the effectiveness of longer video formats that highlighted multiple value propositions. Our goal was to understand the impact of video length versus the added benefit of providing more in-depth explanations about the product. This approach allowed us to assess whether giving parents a more comprehensive understanding of ByHeart’s key advantages would drive stronger engagement and conversion.

Short Form Videos

We also explored the effectiveness of shorter videos to assess how streamlined, attention-grabbing hooks performed with minimal information. This allowed us to determine whether a more concise approach could still capture parents' interest, drive engagement, and effectively communicate key value propositions without the need for extensive detail.

Social Proof

Social proof was another large pillar of strategy, highlighting testimonials and press recognition builds trust with the brand and gives people external validation.

Additional Static Designs

BYH-Humor-Skim-1x1 copy.png

BYH-NewPhotography-BlackEraLarge-1x1 copy.png

BYH-NewPhotography-GreenQuad-1x1 copy.png

BYH-NewPhotography-PinkEra-1x1 copy.png

Creative Strategy

I’ve included an example of a high level Creative Roadmap at the end of a select few partnerships. This is a small window into the strategy work I do. It is not to illustrate exactly what we deliver to a client (as we would dive into more significant detail), but meant to give some insight into how I think about long-term strategy and planning for clients, and how they differ based on the company.