At the California Native Plant Society, I art directed and led the public launch of Bloom! California in 2021. This campaign, funded by the California Department of Food and Agriculture, aimed to increase the sale of native plants in the retail sector by 20%. I stewarded this project with media agency LOACOM, driving brand development, asset creation, and rollout with 100 participating nurseries. I executed the brand across channels, directing the production of educational resources, point-of-sale displays, videos, apparel, and the campaign website. Since launching, the campaign has driven a 96% increase in sales, contributing to more than 1,000,000 plants sold.

Much gratitude to the amazing Lesley Goren (artist behind the logo), Mark Naftzger of Studio Simple (website development), and Miridae (firm behind the landscape vignettes).