Brand creative direction for Goldfish crackers, Pepperidge Farm / Campbell's.

Goldfish is one of America's most iconic snack brands — a $1B+ powerhouse built on the simple, irresistible premise of a smiling fish-shaped cracker. The brand needed to evolve from a kids' staple into a snack with real credibility across all ages, expanding its portfolio, modernizing its identity, and finding a voice that spoke to adults without losing the warmth that made it beloved.

As Creative Director Lead on Goldfish for over 8 years, I established the brand's first visual guidelines, led two brand redesigns across a complex multi-SKU portfolio, and directed the creative for major innovation launches including Goldfish Mega Bites and Goldfish Crisps. I also lead the packaging design for the limited-edition program — including collaborations with Frank's RedHot, OLD BAY, and Dunkin' — helping take the brand from a family snack into something adults could genuinely call their own.