DIRECTING VISUAL STRATEGY, PERFORMANCE CREATIVE, AND BRAND SYSTEMS FOR CONSUMER GOODS, RETAIL AND DTC BRANDS.
With 20+ years in the design industry, I focus on turning business puzzles into elevated visual solutions—from global retail brands to high-growth CPG and non-profits. I thrive on partnering with business and creative leads to bring fresh ideas to life through brand systems, packaging, campaign shoots, and performance marketing that actually gets results. Blending seasoned design chops with strategic thinking, I make complex creative concepts click for everyone from CEOs to production teams. When I’m not collaborating across Marketing, R&D, and Product, I’m mentoring multidisciplinary designers and building environments where bold ideas flourish. My leadership style? No ego, high craft, just results. I empower teams to push boundaries while delivering work that hits real business targets.
Let's connect and create something amazing!
Concept-to-Feed Shoot Direction & Social Content Creation
Pegboard: Premium Content for Visionary Brands
Content creation, prop styling, and video shoot execution for CPG, retail, and lifestyle brands:
3M Noted, Welly, Mall of America, Gussie, Izzy’s, and Mockingbird.
Architecting Flexible Brand Systems for Rapid Scale
Odele Beauty
Brand Launch Consulting
Creative Direction / Photography & Video Art Direction / Brand Launch Asset Design / Social & Web Asset Development / Marketing Design
Photographer: Lauren Krysti, HMU: Fatima Olive, Identity & Packaging: Buddy Buddy
Unifying Brand Systems Across Every Touchpoint
ILLUME Fragrance
In-House Design Director
Brand Development / Brand Standards / Product Research and Development / Product and Packaging Direction / Trend Research / Art Direction / Photography and Video Direction / Social Content & Marketing Design
Igniting Brand Presence Across Mass Retail Touchpoints
Good Chemistry
In-House Design Director
Brand Strategy / Brand Standards / Creative Direction / Product Design Direction / In-Store Display Design / Social Content / Format Research & Development / Product Development / Marketing Design / Photography and Video Direction
Designing Purpose-Led Identities That Build Community
Down Syndrome Association of Minnesota
Comprehensive Rebrand
Brand Strategy / Creative Direction / Logo / Identity System / New Parent Collateral / Content Strategy / Website Design / Photography Art Direction / Social Media Design Direction
Composing an Integrated Identity Around Live Performance
Wisconsin Chamber Orchestra
Comprehensive Rebrand
Visual Brand Strategy / Creative Direction / Identity / Logo / Secondary Logo System / Business Collateral / Website Design / Membership Materials / Masterworks Series Booklet / Photography & Art Direction
Activating a Legacy Brand Across Social & Digital Marketing
Cambria Natural Quartz
Internal Art Direction
Photography & Video Art Direction / Product Launch Campaigns / Paid + Organic Social / Web Asset Development / Print Promotions / Exhibit Design / Marketing Toolkits / Email Marketing Campaigns
Creating content that evolves with growing brands.
Aunt Fannies
Rebrand extension & consulting
Creative Direction / Content Creation / Design Consulting
Building new brands with thought and care.
Stockheart Whole Health
Identity & Brand
Creative Direction / Log / Identity / Illustration / Web Design / Social Content Guide
Bringing Fresh Energy to Flagship Events
Science Museum of Minnesota
Event Collateral
Creative Direction / Design / Illustration
Designing identities as unique as the communities they serve.
The Lynn on Bryant
Identity & Brand
Creative Direction / Logo / Identity / Restaurant Collateral / Marketing Design / Web Design
Contact
612-505-9398
hello@melanieharoldson.com
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Art Direction & Styling Portfolio
melanieharoldson.com