Peapod

Founded in 1989, Peapod was the first online grocer. It served the Midwest as a “pure play” brand and the East Coast through brick-and-mortar partnerships.

2020 Brand Refresh

Peapod initiated a brand refresh to modernize the look and feel of its marketing and reach more millennial parents and professionals.

My role entailed redefining voice & tone as well as visual identity, including color palette, typography, and photography style. I then ensured all customer-facing collateral across email, print, website, social, and beyond reflected the new brand.

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awareness campaign

In tandem with the brand refresh, I creative directed a major awareness campaign that spanned paid social, display, direct mail, Pandora, YouTube, and SEM and drove a 52% increase in new users (compared to prior period). The campaign concept positioned Peapod as more than just a deliverer of groceries, but of meaningful everyday moments, as well. (Above: Spec CTA ads)

New customer onboarding

To capitalize on all this new traffic, I refreshed the content design of Peapod’s new customer onboarding pageuser-experience#/.