Directed four large-scale corporate rebrands, guiding organizations through separation, restructuring, and portfolio repositioning. Focused on developing new brand architectures, interim identities, and modern visual systems to ensure clarity and continuity for customers, trade partners, and internal stakeholders. Each initiative balanced legacy equity with forward-looking disruption, delivering alignment across the organization and distinction in the marketplace.

Bolthouse Fresh Corporate Separation – Directed the rebrand from Bolthouse Farms carrots to Bolthouse Fresh™ following the separation from Campbell Soup Company, creating a new brand architecture, visual identity, and packaging system that repositioned carrots as a disruptive, consumer-first category leader.

1. Interim Bolthouse Fresh Foods™ – Built and activated the interim Bolthouse Fresh Foods™ identity to maintain credibility and business continuity during the transition period before launching the permanent Bolthouse Fresh brand.

2. C-Fresh (Campbell Soup Company) – Supported rebrand and portfolio alignment under Campbell’s C-Fresh division, which housed Bolthouse Farms, Garden Fresh Gourmet, Bolthouse Farms Kids, 1915, and Wunderoots™, ensuring sub-brands retained equity while laddering up to the corporate parent.

3. Post-Campbell’s Separation (Bolthouse Farms & Evolution Fresh) – Guided brand transitions during the divestiture from Campbell Soup Company, focusing on Bolthouse Farms and Evolution Fresh, ensuring both maintained their individual positioning and clarity in the marketplace while standing independently outside of Campbell’s CPG portfolio.