Drop Theory: Where brands shop for creative that actually sticks.
Art Director, Lead Designer, Director of Photography, Set Designer
Role:
Drop Theory is a creative studio specializing in in-house design and content production for CPG and product-driven brands, built around fast turnaround and collaborative execution. For the launch campaign, I developed a grocery-store-inspired creative concept that positioned the studio’s services as products stocked on the shelves of a fictional market. The campaign world was brought to life through a series of custom-designed food products, branded packaging systems, and a merch collection that transformed creative services into tactile, shoppable objects.
I led the creative direction across both design and photography, shaping the visual identity of the campaign from concept through execution. From packaging design and product naming to merchandise and art direction, every element was designed to feel playful, shelf-ready, and rooted in the visual language of a contemporary grocery store. I also directed and photographed the campaign imagery, creating a cohesive visual system that carried across every brand touchpoint.
The merch collection received a Gold ADDY Award, while the photography series received a Silver ADDY Award.
An Immersive Web Experience
For Drop Theory’s launch, I also designed and directed the brand’s landing page as a digital extension of the campaign world, translating the playful, grocery-inspired identity into an immersive online experience. The site introduced the studio through bold product storytelling, layered motion, and a flexible system that balanced humor with a polished commercial feel. I led the visual direction and full UI design, shaping everything from layout and typography to the pacing of the content and interaction design. The result was a launch experience that established the tone of the brand online while showcasing the studio’s capabilities across design, packaging, photography, and content production.
Brand Guidelines
