Pampered Chef's email program ran year-round with multiple touchpoints per month, but the holiday window — Black Friday through Cyber Monday — needed something that felt different. The team wanted urgency and exclusivity without abandoning the warm, food-forward Pampered Chef voice.

As design lead I directed the team on a Holiday Edition system that pushed brand boundaries — moodier color, seasonal texture, and motion graphics — then designed and shipped a connected series across Black Friday, Post-Black Friday, and Cyber Monday touchpoints, including an animated 2023 send that became a template for the following year.

The Holiday Edition identity drove measurable engagement lift across the holiday sequence and gave the brand a recognizable seasonal mode it could return to. Motion sends in particular outperformed static equivalents and became a recurring tool in subsequent campaigns.

Print at Pampered Chef ranges from the seasonal Season's Best catalog — a flagship piece customers receive every quarter — to product-specific guides that ship inside the box. Each surface needs to feel like the same brand while serving a very different reader: someone browsing recipes versus someone unboxing a new appliance and reaching for instructions.

I refreshed the Season's Best catalog system — larger photography, quieter typography, a cleaner index — and art-directed back-spread features alongside the photo and culinary teams. For the FreezyFun Ultimate Start Guide I designed the piece from scratch, art-directing the cover with the photo team and building every interior spread, with a soft-serve squiggle motif running throughout as a quiet nod to the product itself.

Season's Best now reads quieter and lets the food lead, with the back-of-book feature becoming a recurring high point the team plans around. The FreezyFun guide extended the same design instincts — generous photography, clear hierarchy, a distinctive visual motif — into a brand-new format the company hadn't previously owned in-house.

Pampered Chef's pantry line spanned dozens of SKUs across spice blends, sauces, baking mixes, and seasonal exclusives. Packaging had been built ad-hoc over years, with inconsistent template usage and shifting type hierarchies. Each new launch had to fit somewhere — but the somewhere kept moving.

Working in Adobe Illustrator I established shared templates across product categories — same hierarchy, same nutrition panel rules, same brand zone — then handled each SKU end-to-end: initial design updates, peer review, pre-press setup, and final release to the print vendor.

The template system gave designers and stakeholders a shared starting point, cutting iteration time on new launches and producing a more consistent shelf presence across the line. The bottle labels in particular benefited — the mid- and tall-size systems now scale predictably across new formats.