Credit: Creative Partner & Art director

Deliciously Ella Feel Better App Launch

I worked as a Creative Partner and Art Director, partnering closely with a Strategy Director, to help reposition Deliciously Ella from recipe-led content into a more accessible, everyday wellness brand for the launch of the Feel Betterapp. The core move was simple: wellness isn’t the grand transformation it’s the small, repeatable steps people can actually stick to.

We built the creative platform around that truth and translated it into a clear tone of voice.

This work was developed during the period I co-founded Defiant, shaping the agency’s approach to strategy-led creativity and brand systems that can scale beyond a single campaign