Livie & Luca

DTC Brand Evolution+
Creative Direction

I began working with Livie & Luca in the brand’s early years, creating my first seasonal catalog in 2010 and helping build a visual system across photography, product storytelling, packaging, wholesale tools, trade show concepts, retail displays, and printed collateral. The work brought the brand’s playful, handmade spirit to life while supporting real sales needs across retail and wholesale channels.
I later returned as the brand entered a more digital, direct-to-consumer stage of growth, helping evolve its creative system across e-commerce, product video, social media, paid media, email, seasonal campaigns, and customer storytelling. The work brought more consistency, clarity, and warmth to each digital touchpoint.
Across both phases, the creative system balanced product clarity with emotional storytelling. Photography, copy, color, layout, and campaign assets were designed to feel warm, playful, and useful, giving the brand a flexible visual language that could support both customer-facing storytelling and practical sales tools.

Editorial Photography: Heidi Alletzhauser

The first Livie & Luca lookbook I created established an early visual language for the brand; pairing playful editorial photography, product detail stories, hand-drawn graphic elements, and assortment information into a wholesale/customer-facing sales tool.

Baby shoe packaging extended the early Livie & Luca world into a retail-ready format, with a clear product window, cloud-shaped hang tab, playful landscape graphics, recycled cardboard messaging, and production-ready dielines.

Beyond seasonal storytelling, I created practical sales materials to support wholesale, retail, and trade show growth, including line sheets, in-store display pieces, product assortment guides, and booth concepts.

As Livie & Luca’s business grew, I helped evolve the brand’s website experience to better support product discovery, storytelling, and conversion. The updated digital system brought more structure to the customer journey across homepage moments, category pages, product detail pages, mobile layouts, seasonal messaging, and visual merchandising – creating a shopping experience that felt clearer and more scalable while preserving the brand’s playful, handmade spirit.

To help customers better understand fit, flexibility, comfort, and product details, we expanded beyond still photography into product video and motion-driven storytelling. These assets brought the shoes to life through movement, close-up details, styling, and real kid energy – giving families a more tangible sense of how the product looked, felt, and functioned in everyday play.
I partnered with One Lucky Guitar to develop the concept for a Livie & Luca video campaign, providing creative leadership from early concept through final delivery. My role included concept development, team direction, set design feedback, script review, and final asset alignment to ensure the campaign captured the brand’s whimsical voice.

I helped build a more active content rhythm for Livie & Luca,
supporting seasonal launches, product discovery, promotions,
influencer partnerships, and everyday brand storytelling. The work
gave the team a flexible library of warm, playful assets for email, organic social, paid media, and campaign extensions.