Brilli Wellness Lighting
Creative Director, Art Director, Brand Strategist, Digital Strategist
Scaling a circadian wellness startup
from zero to $24M
In 2019, I joined venture-backed Brilli Wellness Lighting as a founding member to lead the strategic push for not just brand awareness but also awareness of a new product category. While circadian health is fundamental to human biology, it’s been largely misunderstood by the general public.
Brilli Wellness Case Studies
To deliver category, brand, and product awareness for Brilli Wellness, I focused on translating the complexities of circadian science into easily digestible visuals and an aspirational lifestyle narrative across all creative marketing channels.
To achieve this, I focused on conveying the science of Brilli’s groundbreaking products through strategic direction of photos and videos, paying careful attention to lighting, styling, and props that functioned as cues for the audience. This rendered Brilli’s largely invisible health benefits into a tangible, relatable, and desirable narrative.
My brand strategy also included leaning into the vibrant, minimalist, and on-trend "clean girl" aesthetic. This style choice elevated Brilli’s seemingly "everyday" CPG products (light bulbs, ceiling fixtures, and beauty mirrors) into attractive wellness essentials for the home. The models we partnered with also reflected the demographics, desires, and diversity of our core consumers.
This strategy successfully shifted home lighting from a utility product to a lifestyle essential at a critical time: boosting health and wellness at home when the world began isolating during the COVID-19 pandemic. The following case studies highlight the work I directed as hands-on Creative Leader for the brand.
Product photography, 2019
To support the venture-backed brand’s launch and go-to-market strategy, I turned Brilli’s circadian wellness benefits, like boosted energy and more restful sleep, into scroll-stopping product images.
To support this initiative, I developed mood boards for each product line and assisted in photoshoots.
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, product benefits, and target customer audiences.
This work positioned the brand to meet the needs of growing global demand for health and wellness products that could be used at home.
Marketing Email Strategy & creative Execution, 2019-2021
Beyond branding, I reimagined the startup’s email ecosystem by architecting a full-funnel lifecycle strategy—from onboarding to re-engagement—in partnership with the Marketing team.
By leveraging educational content and mobile-first design, we transformed Brilli’s email channel into our most successful driver for both customer engagement and ROI.
Lifestyle photography, 2020
Through concept and art direction, in partnership with the acclaimed designer and photographer Dabito, we crafted a visual narrative that translated the complex science of circadian lighting into tangible wellness benefits.
The resulting imagery showcased both the sophistication of the technology and the effortless simplicity of using the products at home.
product launch video direction, 2019
I scripted and directed the product explainer video for the global launch of the Look Up LED Beauty Mirror: the first vanity mirror engineered with circadian wellness technology.
In architecting the "Get Ready with Brilli" narrative, I repositioned a technical light-therapy device as not just supporting daily wellness, but also as a beauty essential, successfully bridging the gap between clinical science and daily self-care. This approachable framing resonated across the industry, earning a dedicated feature in People magazine.
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 lifestyle-forward.
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 to drive conversion.
Experiential Branding activation, 2019-2020
I directed the end-to-end creative strategy for Brilli’s brand residency at Showfields NYC. My focus was on architecting a high-impact, low-touch interactive experience that educated shoppers on the benefits of circadian lighting through immersive environmental design.
From spatial layout to brand messaging, I ensured the activation aligned with Showfields’ 'theatrical retail' model—driving significant in-person brand awareness and product education during a critical launch phase.
Packaging & 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. This redesign didn't just meet retail standards; it defined a new category on the shelf, turning technical hardware into a lifestyle necessity.
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