SEE’S CANDIES
Modernizing 170 Years of Heritage
Role: Creative Director
CHALLENGE
See's Candies is an iconic American brand with 170+ years of heritage. The challenge was evolving their visual approach to resonate with contemporary consumers while honoring the nostalgia and tradition that loyal customers cherish.
Needed to appeal to younger demographics without alienating core audience
8+ seasonal product launches annually, requiring fresh creative each time
Multi-channel complexity: digital, print, catalog, retail packaging
Cross-functional stakeholder alignment across merchandising, product, and executive teams
Tight timelines and budget constraints for premium-looking creative
MY APPROACH
Established Visual Framework
Developed mood boards and visual systems that balanced heritage with modernity—maintaining See's iconic elements (the black and white branding, premium feel) while introducing contemporary photography styles and layout approaches.
Led End-to-End Campaign Execution
Directed photographers, stylists, and creative teams from concept through final delivery. Established clear creative direction that streamlined production and reduced revision cycles.
Designed Seasonal Packaging Innovation
Created hero product packaging and visual treatments that strengthened brand identity while supporting promotional strategies across retail and eCommerce channels.
Streamlined Approval Systems
Built presentation frameworks and stakeholder communication processes that accelerated decision-making without sacrificing thoughtfulness.
Easter Candy Box
Easter Catalog
Easter Catalog Spread
THE RESULT
8+ successful seasonal launches per year over 2+ year engagement
Scalable creative frameworks adopted for ongoing campaign production
Heritage-modern balance that maintained brand equity while attracting new customers
Complex stakeholder alignment managed effectively across multiple departments
On-time, on-budget delivery across all campaigns
Valentine's Day Catalog
Valentine's Day Catalog Spread
Valentine's Day Lollipop Covers
Keepsake Candy Tins