Drop Rebrand
Agency: Shiftworks San Francisco
Client: Drop (formerly Massdrop)
Campaign: Brand Relaunch
Role: Creative Director · Brand Steward · Lead Designer

My Contribution:
What began as a freelance print assignment grew into a long-term, multi-year partnership. I led the full rebrand effort — integrating the newly chosen name into a cohesive identity system and rolling it out across packaging, marketing, and digital touchpoints. I defined the visual language, developed the brand voice, and designed packaging and collateral across multiple product lines.

As brand steward, I owned all consumer-facing design, marketing assets, and brand guidelines. My role also included high-level creative direction, hands-on design, and producing final files for digital, event, and print outputs.

Background Context:
Drop’s audience was passionate but fragmented across niche verticals. The goal was to unify the brand and elevate its presence — making it feel like a design-led destination rather than a crowd-sourced marketplace. The clean, modular system I implemented allowed for flexibility and category-specific storytelling while staying rooted in a consistent, elevated look and feel.