Brand Creative Director + Strategist
Building brands worth choosing.
My job is making a brand visible, sayable, and felt: identities and experiences that scale across channels and markets, bringing consistency where there's fragmentation and momentum where there's stagnation. I find the right problem before I solve it, then lead the teams, systems, and ideas that move a business from seen to chosen.
Public Work
Tylenol Daily Care
Packaging Design, Design System
Can a trusted medication brand break into natural supplements?
See Project
→
Adeura
Corporate Rebrand
A company had the science to save lives. Did it have a brand to match?
See Project
→
Function Botanicals
Brand Refresh, Packaging Design
In a category built on volume, can a brand win by being the one that asks for less?
See Project
→
Tru Whole Care
Corporate Rebrand
How do you build a brand worthy of what it had already become?
See Project
→
Confidential work
The brand and results remain confidential. The judgment behind it does not.
Some of the most demanding work I've led can't be named yet. What's still visible is the judgment behind it: a call made under ambiguity, tested and optimized when the evidence called for it, trusted enough to travel without me.
Preview only. Full case study available upon request.
Heritage Brand Refresh
Brand Strategy, Brand World Redesign, Research Strategy
Can a legacy brand with 30+ years of history earn the shelf back?
Every direction went through the same filter: research first, opinion second. When one round of optimization tested beautifully in the room and underperformed in the data, the team didn't ship it. The design that survived wasn't the one we pushed hardest to improve. It's the one the evidence never talked us out of. I left the company before it shipped. The case for it didn't leave with me.
Cross-Brand Retail System
Design Systems, Cross-Brand Strategy
What does a single visual language look like across a portfolio of different brands worldwide?
The brief was regional consistency. I built the strategic foundation first, then earned buy-in the hard way: testing the approach against real regional differences instead of assuming one look could travel everywhere. Three months later, it wasn't a hard sell. Every region called it easy to implement and asked to adopt it first. It's now on its way to full adoption across every market.
Brands are for becoming.
I work in branding because it's all about people: those we design for and those we work with to bring it to life. People I've worked with call it energy, momentum, or even magic. I call it paying attention to what someone truly wants and being persistent enough to help them achieve it.
contact
Brand Creative Director + Strategist
Building brands worth choosing.
My job is making a brand visible, sayable, and felt: identities and experiences that scale across channels and markets, bringing consistency where there's fragmentation and momentum where there's stagnation. I find the right problem before I solve it, then lead the teams, systems, and ideas that move a business from seen to chosen.
Public Work
Tylenol Daily Care
Packaging Design, Design System
Can a trusted medication brand break into natural supplements?
See Project
→
Adeura
Corporate Rebrand
A company had the science to save lives. Did it have a brand to match?
See Project
→
Function Botanicals
Brand Refresh, Packaging Design
In a category built on volume, can a brand win by being the one that asks for less?
See Project
→
Tru Whole Care
Corporate Rebrand
How do you build a brand worthy of what it had already become?
See Project
→
Confidential work
The brand and results remain confidential. The judgment behind it does not.
Some of the most demanding work I've led can't be named yet. What's still visible is the judgment behind it: a call made under ambiguity, tested and optimized when the evidence called for it, trusted enough to travel without me.
Preview only. Full case study available upon request.
Heritage Brand Refresh
Brand Strategy, Brand World Redesign, Research Strategy
Can a legacy brand with 30+ years of history earn the shelf back?
Every direction went through the same filter: research first, opinion second. When one round of optimization tested beautifully in the room and underperformed in the data, the team didn't ship it. The design that survived wasn't the one we pushed hardest to improve. It's the one the evidence never talked us out of. I left the company before it shipped. The case for it didn't leave with me.
Cross-Brand Retail System
Design Systems, Cross-Brand Strategy
What does a single visual language look like across a portfolio of different brands worldwide?
The brief was regional consistency. I built the strategic foundation first, then earned buy-in the hard way: testing the approach against real regional differences instead of assuming one look could travel everywhere. Three months later, it wasn't a hard sell. Every region called it easy to implement and asked to adopt it first. It's now on its way to full adoption across every market.
Brands are for becoming.
I work in branding because it's all about people: those we design for and those we work with to bring it to life. People I've worked with call it energy, momentum, or even magic. I call it paying attention to what someone truly wants and being persistent enough to help them achieve it.
contact
work
about
Brand Creative Director + Strategist
Building brands worth choosing.
My job is making a brand visible, sayable, and felt: identities and experiences that scale across channels and markets, bringing consistency where there's fragmentation and momentum where there's stagnation. I find the right problem before I solve it, then lead the teams, systems, and ideas that move a business from seen to chosen.
Public Work
Tylenol Daily Care
Packaging Design, Design System
Can a trusted medication brand break into natural supplements?
See Project
→
Adeura
Corporate Rebrand
A company had the science to save lives. Did it have a brand to match?
See Project
→
Function Botanicals
Brand Refresh, Packaging Design
In a category built on volume, can a brand win by being the one that asks for less?
See Project
→
Tru Whole Care
Corporate Rebrand
How do you build a brand worthy of what it had already become?
See Project
→
Confidential work
The brand and results remain confidential. The judgment behind it does not.
Some of the most demanding work I've led can't be named yet. What's still visible is the judgment behind it: a call made under ambiguity, tested and optimized when the evidence called for it, trusted enough to travel without me.
Preview only. Full case study available upon request.
Heritage Brand Refresh
Brand Strategy, Brand World Redesign, Research Strategy
Can a legacy brand with 30+ years of history earn the shelf back?
Every direction went through the same filter: research first, opinion second. When one round of optimization tested beautifully in the room and underperformed in the data, the team didn't ship it. The design that survived wasn't the one we pushed hardest to improve. It's the one the evidence never talked us out of. I left the company before it shipped. The case for it didn't leave with me.
Cross-Brand Retail System
Design Systems, Cross-Brand Strategy
What does a single visual language look like across a portfolio of different brands worldwide?
The brief was regional consistency. I built the strategic foundation first, then earned buy-in the hard way: testing the approach against real regional differences instead of assuming one look could travel everywhere. Three months later, it wasn't a hard sell. Every region called it easy to implement and asked to adopt it first. It's now on its way to full adoption across every market.
Brands are for becoming.
I work in branding because it's all about people: those we design for and those we work with to bring it to life. People I've worked with call it energy, momentum, or even magic. I call it paying attention to what someone truly wants and being persistent enough to help them achieve it.
contact
hello.inadimitrova@gmail.com
work
about