Brilli Wellness Lighting
Creative Director, Art Director, Brand Strategist, Digital Strategist

Shining a light on wellness

Launching a $90M-venture-backed startup into an emerging category while educating the public on the "invisible" science of circadian wellness.

In 2019, I joined venture-backed Brilli Wellness Lighting as a founding team member to translate the complex science of circadian rhythms into a tangible consumer movement. Tasked with pioneering the "Healthy Home Lighting" category, I led the strategic effort to transform technical innovation into an approachable product experience. By combining a wellness “clean girl” aesthetic with messaging about Brilli’s scientifically-proven positive health impacts, we didn't just launch a brand; we provided an accessible, easy-to-achieve wellness sanctuary for a world navigating the challenges of a global pandemic.

brilli wellness circadian lighting

featured case studies

A yellow quilted pillow with white tassels at each corner, placed on a yellow background. On top of the pillow, there is a compact fluorescent light bulb and a box of Brillo wind-down 75W light bulbs.
Open box of Brilli Wind Down 75W light bulbs and two additional boxes of the same bulbs on a white table. Nearby are a black sleep mask, a mug with lemon water, a gray blanket, a book titled 'Find Your Mantra', a leafy plant, and a yellow knit hat.

Product photography, 2019

To support the venture-backed brand’s launch, I turned technical concepts into scroll-stopping product images, from concepts to moodboarding to on-set art direction.

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A MacBook Pro laptop on a white desk displaying a website about lighting products. A smartphone lies next to the laptop, both in front of a large window with a potted plant in the background.

Brand Redesign, 2020

To maximize brand and product awareness for the circadian lighting start-up during the peak of the COVID-19 pandemic, I spearheaded a strategic rebranding initiative, aligning the brand’s aesthetic and core messaging with its mission, products, and target customer audiences, ultimately meeting the growing global demand for health and wellness products that could be used in at home.

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Smartphone on a blue surface, displaying a webpage about Brilli Charge Up LED light bulbs, surrounded by boxed LED bulbs and unlit bulbs.

Marketing Email Strategy & creative Execution, 2019-2021

Architected a full-funnel lifecycle email strategy that turned education into a driver for customer engagement and retention.

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Two people sitting on a bed in a warmly lit bedroom, smiling and enjoying each other's company, with decorative woven baskets on the wall behind them and two matching bedside lamps.
Close-up of a young woman with curly hair, closed eyes, and a relaxed expression, wearing gold jewelry, in warm lighting.

Lifestyle photography, 2020

Through concept and art direction, and partnership with the talented designer and photographer Dabito, we crafted a visual narrative that translated the complex science of circadian lighting into tangible wellness benefits, while showcasing the simplicity and ease of using the products at home.

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Person pressing a button on a microwave oven.

product launch video direction, 2019

Scripted and directed the global launch for the Look Up LED Beauty Mirror, the first vanity mirror engineered with circadian technology. By architecting the "Get Ready with Brilli" narrative, I transformed a technical light-therapy device into an accessible beauty essential, successfully bridging the gap between clinical science and daily self-care. The campaign's approachable framing earned a dedicated feature in People magazine.

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A woman sitting on a bed holding a mug, smiling, with a gallery wall behind her that includes various framed photos, paintings, and hats, with a bedside table holding a lamp and skincare products.
A power adapter box labeled 'Brill Charge Up 75W' against a blue background.
A woman and a young girl sitting together on a chair reading a book in a colorful, decorated room with balloons, books, a guitar, and colorful tassels on the wall.

Social Media strategy, 2019-2022

In partnership with Nike Communications, I spearheaded Brilli’s Instagram strategy, bridging the gap between organic storytelling and paid influencer collaborations. I led the agency in identifying and concepting with creators who aligned with our target wellness demographics, ensuring every post was both scientifically accurate and visually compelling.

By negotiating full image licensing rights, I maximized the ROI of every partnership, repurposing high-performing influencer content across e-commerce product detail pages and the brand’s website.

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Display wall with the brand name 'brilli', shelves with product boxes, and a section labeled 'Charge Up' with a blue cabinet and neon light mirror.

Experiential Branding activation, 2019-2020

Directed the end-to-end creative strategy for Brilli’s brand residency at Showfields NY. My focus was on creating a high-impact, low-touch interactive experience that educated shoppers on the benefits of circadian lighting through environmental design. From spatial layout to brand messaging, I ensured the activation resonated with Showfields’ "theatrical retail" model, driving significant in-person brand awareness and product education during a critical launch phase.

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Front of a blue and white box of Brilli energy-boosting light bulbs, showing an LED bulb and text indicating it is a 60W equivalent wellness light bulb, dimmable, cool white, circadian wellness.
Back of a blue box of Charge Up light bulbs displaying benefits such as boosting energy, feeling more focused, increasing alertness, improving mood, maintaining circadian balance, and minimizing eyestrain, with details about warranty, brightness, and estimated energy cost.

Packaging redesign & retail display direction, 2020

I led the end-to-end redesign of Brilli’s packaging ecosystem to secure and launch exclusive retail partnerships with Target and Home Depot.

By translating complex circadian science into a "wellness-first" visual language, I successfully pitched and won a rollout in 1,500 Target stores and a nationwide launch in Home Depot.

The redesign focused on humanizing the technology through elevated yet realistic lifestyle images, showcasing the impactful results of scientific testing, and integrating dynamic QR codes to connect physical merchandising to digital product detail pages (which also unlocked digital retargeting ads).

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