From DTC Launch to Retail Expansion

Scaling a digitally native brand into national retail

Project Overview

Built and scaled an older adult care brand from 0→1—evolving it from DTC to national retail.

Project Type

Brand / Package Design

Duration

2020 - 2026

My role

Design Lead

Teammate

VP/Brand director, Copy writer, CEO & Founder, package manufacturer.

The Challenge

My role focused on two stages of growth:

1. Winning in DTC
In a crowded, low-exposure environment, the goal was to stand out, survive, and scale.

2. Breaking into Retail
After proving success online, the challenge became translating that momentum into physical retail—where customers think, browse, and buy differently.

Different environments. Different rules.

The question:
How do we evolve a high-performing DTC brand into retail—without losing its edge?

Approach

I approached this as a full-funnel design problem:

1. Build a strong foundation
2. Drive acquisition through performance design
3. Improve retention through lifecycle systems
4. Translate the brand into retail environments

1. Brand Foundation (Website + Packaging)

Designed a unified visual system across:

  • DTC website

  • Amazon storefront & PDPs

  • Packaging system

Focused on:

  • Clear product education

  • Emotional relatability (vs. clinical tone)

  • Strong visual differentiation in a commoditized category

⬆ After testing several Shopify templates, we selected the winner and customized it to fit our brand.

2. User Acquisition

2-A: Performance Marketing System

Created a scalable library of:

  • Static ads

  • Video ads

  • Campaign variations

Balanced:

  • Product clarity

  • Emotional storytelling

  • Scroll-stopping visuals

⬆ We designed, launched, and tested multiple creative directions across paid social, primarily focusing on Facebook based on our target demographic.
⬆ Launched print campaigns across AARP, Good Housekeeping, Reader’s Digest, Woman’s Day, and 20+ U.S. publications. Through A/B testing and iteration, these emerged as top-performing creatives.

2-B: Landing Pages

Built and iterated high-converting landing pages:

  • Modular design system for rapid testing

  • Clear hierarchy of problem → solution → proof

  • Continuous optimization based on performance

⬆ All ad traffic was directed to landing pages, with this page continuously tested and optimized for performance.

2-C: Quiz Funnel (QA Funnel)

Designed a guided quiz experience to:

  • Personalize product recommendations

  • Increase conversion rates

  • Reduce decision friction

⬆ All ad traffic was also directed to this quiz funnel, which we continuously tested and optimized for conversion.

A/B Testing & Optimization

Worked closely with growth teams to:

  • Test creative directions

  • Refine messaging

  • Scale top-performing variants

3. User Retention

3-A: Lifecycle Design

Designed post-purchase experiences:

  • Thank-you pages

  • Order confirmation flows

  • Email touchpoints

3-B: Loyalty & Rewards

Created a retention system that:

  • Encouraged repeat purchase

  • Built long-term brand affinity

  • Reinforced trust through transparency and usability

4. Breaking into Retail

4-A: Packaging System

Adapted DTC packaging for retail:

  • Strong shelf visibility

  • Clear product differentiation

  • Scalable across SKUs

4-B: In-Store Marketing

Designed retail assets including:

  • Shelf talkers

  • On-pack coupons

  • Wobblers

  • Promotional signage

Focused on:

  • Instant communication (3-second rule)

  • Conversion at shelf

  • Consistency with DTC brand

4-C: Retail Execution

Supported expansion into:

  • CVS

  • Walmart

  • Walgreens

  • Target

Ensuring brand consistency from digital → physical shelf

⬆ Designed in-store print materials to increase shelf visibility and drive sales.
⬆ Designed print materials to drive sales.
⬆ Partnered with Inmar to develop on-pack coupon programs that drive trial and conversion.
⬆ Designed packaging and in-store promotional materials.

Impact

  • Successfully scaled from DTC to nationwide retail distribution

  • Built a cohesive brand system across channels

  • Enabled faster iteration across marketing and product launches

  • Translated performance-driven design into real-world retail success

Key Takeaway

Design wasn’t just visual—it was a growth system.

By connecting brand, performance marketing, and retail execution,
I helped turn a DTC brand into a scalable, omnichannel business.

⬆ Created paid social campaigns to support new product launches in retail.

A look back at the evolution from early medical trust-inspired design for DTC, followed by a transition toward more shelf-friendly packaging design.

At the very beginning, the product was DTC-only, with a medical-inspired design direction intended to build trust with customers.

I created paper mockups in the office to help the team visualize how the product family would come together before proceeding with manufacturers.

The first breakthrough into retail was an office-made paper mockup designed for retail buyers, prepared and shipped to help communicate the product concept.

Following approval of the PDF proofs, I reviewed the hard copy proofs to ensure both color fidelity and content accuracy, signed them for approval, and shipped them back to the manufacturers to move into mass production.

To ensure accuracy and consistency, I created paper package prototypes and placed them side by side to evaluate and review the system.