Trusted since 1876, fresh for 2025
For Burpee Gardening’s 2025 season, creative efforts encompassed new product naming and identity development, photography direction, and catalog design and strategy. The season launch also featured a full website redesign, including an updated homepage and new landing pages to enhance user experience. UX standards were established to ensure consistency across design and production. Additionally, the campaign extended to retail with impactful POP design, creating a cohesive in-store experience. A strategic organic and paid social media approach further amplified the campaign, with content development and post execution driving engagement and brand visibility.
Seed Catalogs
They’re a pretty big deal in the gardening world (IYKYK).
For over a century, the Burpee seed catalog has been a staple in gardens across America. In 2025, I was proud to lead the vision and execution for the latest edition. We brought a fresh, authentic lens to a beloved legacy, with 150+ pages featuring new photography, refined product stories, and even creative naming for new varieties, like our spirited Hi-Ho pepper and painterly Van Glow sunflower.
Mix & Match Plants
Get your tomato, pepper, eggplant & herb Garden-Ready Plants in sets of three! Mix & match for endless combinations to build a garden that’s uniquely yours.
The Mix & Match Plants landing page was crafted to provide a seamless, visually engaging, and intuitive shopping experience. The design prioritizes clarity and ease of navigation, guiding users through a curated selection of plants with a structured layout, clean typography, and a fresh, inviting color palette that reflects the brand’s connection to nature.
Key design elements include:
User-friendly grid layout to showcase plant options clearly
High-quality imagery to highlight product details and inspire customers
Consistent visual hierarchy to simplify decision-making and encourage engagement
Responsive design ensuring a seamless experience across all devices
The overall goal was to create a fresh, approachable, and aesthetically cohesive platform that enhances the shopping journey while reinforcing the brand identity.
So. Much. New!
From pint-sized watermelons to the greatest Burpee innovation yet.
Burpee Garden-Sown™ Tomatoes & Peppers
I led the end-to-end development and launch of Burpee’s Garden-Sown™ Tomatoes and Peppers, a new product line designed to make seed starting more accessible and successful for modern gardeners. My role spanned product concepting, naming, messaging, and visual direction, through to packaging and retail launch. The line debuted as Burpee’s top new product for the 2025 season, reflecting strong consumer resonance and effective cross-functional execution.
2025 New Product Portfolio
Led naming, product storytelling, photography direction, and multi-channel launch strategy for Burpee’s full 2025 new product lineup, ensuring cohesive brand expression and strong performance across retail, ecommerce, catalog, and digital touchpoints.
Social, Partnerships + PR
Led Burpee’s 2025 PR, social media, and partnership strategy, including new product press releases, media coverage with The Philadelphia Inquirer, influencer programming, and experiential activations. Oversaw Burpee’s Philadelphia Flower Show presence with a full retail shop build, live calligraphy activation, and integrated media and social coverage to amplify seasonal product stories.
Key details:
Seasonal PR leadership and earned media, including The Philadelphia Inquirer coverage
Influencer roster development and product-focused content strategy
Organic social storytelling aligned to 2025 launches
Philadelphia Flower Show retail build, activation, and coverage