Role: Digital Creative Director, Blue Chip Marketing Worldwide | Celestial Seasonings embarked on a number of bold changes to their brand and packaging with an aggressive plan to launch new products in 2015. After meeting to discuss their strategy, Celestial Seasonings turned to Blue Chip to develop their new website as a responsive hub for their unique culture, new products offerings and classic favorites. This was my first new business win with Blue Chip. I also directed the creative translation of Celestial's new brand into the digital realm, and hired Blue Chip’s first UX researcher to digest tea culture and personas. This critical research led to a number of key features including: Lifestyle/tea pairings, Spotify playlist integration, and advanced filtering for their wide range of projects. The team’s effort caught the eye of Ethan Marcotte and I was invited with our client, Lauren Young, on to a RWD podcast. CAF and Creativity International awards soon followed.