Sprinkles crafts premium cupcakes, cakes, and cookies in small batches throughout the day, earning a devoted following for its quality and creativity. In 2024 Sprinkles expanded into chocolates inspired by its signature cupcake flavors, bringing a new indulgent offering to its lineup.

As the sole design lead, I drove a full-scale brand refresh, crafting scalable guidelines and overseeing more than 80 photoshoots to ensure cohesive visuals across digital and in-store platforms. I developed A/B-tested performance marketing assets, collaborated with marketing and operations teams to align creative with business goals, and led packaging design for the launch of Sprinkles’ chocolate line. This work contributed to a 25% increase in customer loyalty and a 15% year-over-year lift in seasonal product sales.