Lead Designer at NYC growth agency XenoPsi, taking a new American DTC concept from early brand direction to launch across Shopify, campaigns, packaging, email, and social, generating $50K in its first three months.
Compression socks had a perception problem. The category was dominated by clinical brands: beige, functional and designed to look medical.
But compression wasn't only for patients. Nurses, frequent flyers, runners and pregnant women were already using it as part of everyday life—they just weren't being given a product or brand that felt like it belonged there.
The opportunity was to take something associated with medical necessity and make it feel like an everyday lifestyle product.
Starting from an initial brand concept, I led the design delivery from early direction through launch, turning it into a coherent customer experience across Shopify, packaging, campaigns, email, and social.
I led the design across every customer touchpoint, translating the initial concept into a brand experience that felt more like lifestyle than medical product.
Digital experience — Designed the Shopify store and product pages around a clearer, more visual path to purchase, alongside lifecycle email and paid social creative.
Art direction — Translated lifestyle photography into a consistent campaign system across advertising, Instagram and the store—so the same world followed the customer from first impression to checkout.
Packaging — Designed the physical packaging and unboxing experience, bringing the same premium visual language into the product itself while highlighting the sustainable bamboo material.
The result was a launch system that worked as one brand across screen, inbox, social and physical product.
Designed the DTC storefront and product pages, turning the new brand into a clear, conversion-focused shopping experience.
Art directed lifestyle imagery across paid advertising and Instagram, establishing the visual world for the launch.
Designed the email system and launch campaigns, carrying the brand experience through the customer journey.
Designed the outer packaging for launch, extending the new visual identity into the physical product and unboxing experience.
The brand, Shopify store and launch creative went live together—generating $50,000 in revenue in the first three months from a cold start.
There was no established subscriber base, social following or customer community to launch into. The work had to create enough clarity and desire to turn a completely new product into a functioning DTC business from day one.
