Back in October 2020, The Fig Tree reached out to me to take on the role of creative director for their website launch. As the art director, I collaborated closely on every creative detail, from selecting color schemes and fonts to ensuring that content was strategically placed for a smooth user experience. Working alongside the talented team at Digitech Austin, we planned, organized, and developed all the content necessary for the site. The goal was to capture The Fig Tree's essence and translate it into an engaging, visually appealing platform that resonated with their audience.

While working on the site, we realized that The Fig Tree’s product packaging needed an update to align with the modern look of the website. One of the biggest challenges was maintaining brand recognition during this transition. The Fig Tree’s 45+ year history and loyal clientele meant that any drastic changes could lead to confusion about the authenticity of their products. We carefully reviewed every element of the previous packaging, ensuring we honored the brand's heritage while introducing a fresh, cohesive design. After much exploration, we settled on a unified layout and design that we then applied across 16 product labels, tweaking colors and typography to make each one distinct but still part of a cohesive collection.

Once Digitech completed the website, I stayed on as art director, helping to ensure a seamless launch. I designed email marketing campaigns, print materials, and digital ads that matched the company’s new branding, creating a unified presence across all channels.