BOLD AS HELL. $500K FAST.
As our Creative Director and Co-Founder, serving as fractional creative leader and brand strategist for Freya, and along with our other Co-Founder and Social Media Director, our mandate went far beyond launching a product in an oversaturated category. The real mission was cultural: to free women—across sizes, races, and cultural landscapes—from shame-driven narratives and replace them with ownership, choice, and unapologetic self-love.
The idea that anchored everything—“Crave the shave.”—wasn’t a tagline. It was a declaration. A refusal to whisper in a taboo category. He led the brand end-to-end—naming, packaging, social, influencers, creators, podcasts, and content—unifying technology, wellness, and culture into a fearless point of view.
The result wasn’t just awareness—it was a movement: $500,000 in first-year revenue, global PR and Best Of lists, and national placement including BestBuy.com and UrbanOutfitters.com—proof that unapologetic belief still breaks through and empowers women to love their bodies on their own terms.
RENEW + RISE.
Njoie is a recovery-forward fitness brand built for real athletes—everyday people who move hard, push limits, and intentionally reset. Partnering closely with VP- and C-suite leadership to build the brand from the ground up, defining an ethos rooted in balance, renewal, and sustainable performance. “Live with Joie” was written as both a rallying cry and a daily self-affirmation—equal parts mindset and mission.
From there, the creative strategy unified visual and verbal system expressed across the full ecosystem: product design and packaging, a DTC e-commerce experience, Amazon storefronts, and a robust educational social media strategy designed to demystify recovery and make it accessible, not intimidating. We expanded the brand beyond screens by partnering with personal trainers and physical therapists—trusted voices who validated the product through real-world use—and by sponsoring fitness and wellness events that embedded Njoie directly into active communities.
That holistic approach—blending education, credibility, and culture—helped position Njoie as both a product and a practice. The result: a brand that makes recovery feel uplifting, joyful, and essential to everyday life, culminating in Njoie being named Best Floor-Stable Massage Tool by Good Housekeeping in 2022.
