So Good So You
As Senior Art Director at So Good So You, I lead the creative vision across every brand touchpoint, ensuring cohesion, innovation, and impact. I guide a team of designers by leading with support, clarity, and mentorship, empowering them to grow while producing exceptional work. I also collaborate closely with internal teams, external partners, and cross-functional stakeholders to shape a unified visual direction that comes to life across packaging, marketing, digital, and retail environments.
I’ve spearheaded packaging innovations that reflect our vibrant, purpose-driven ethos while addressing competitive shelf realities and evolving consumer preferences. I led a full brand refresh, reimagining our visual identity to better connect with our audience, and directed a complete website redesign, prioritizing a mobile-first, user-centric experience to elevate engagement and perception (currently in development, preview below!).
From high-level campaign strategy to detailed storytelling, I ensure every brand expression across a 360° experience feels consistent, compelling, and distinctly So Good So You.
Photographer: Talia Dinwiddie
Creative Direction & Styling: Meghan Kotz
Feel Good Moments Connected TV Campaign
Production Studio: Other Brother
Creative Direction & Styling: Meghan Kotz
Misc.
General Portfolio Photography
All - Meghan Kotz
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I led a packaging redesign to increase shelf impact and buyer intent by focusing on small, strategic changes informed by shopper research and merchandising insights. While the product was already performing well, we identified opportunities to improve visibility, clarity, and conversion at the moment of purchase.
We re-invented our dielines and partnered closely with print vendors to eliminate unnecessary materials, improve recyclability, and cut literal tons of waste from production. On shelf and online, we made thoughtful refinements to labels and 3D renders - subtle updates that better aligned with brand values while strengthening first impressions across both retail and digital environments.
Knowing that organic certification and product function were key decision drivers, I elevated these elements by bringing the organic badge forward and enlarging functional claims for faster recognition and clearer communication. These incremental but intentional updates created outsized results, delivering a noticeable increase in shelf standout and a measurable uptick in first-time buyers within just a few months of rollout.
Packaging Innovation (Small changes = big impact)
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