As Creative Director, I partnered with executive leadership to build Njoie from the ground up—creating a recovery-first brand rooted in California's culture of movement, mindfulness, and everyday wellness. I led the strategy, identity, packaging, digital commerce, Amazon experience, and educational content ecosystem around one simple belief: recovery isn't the reward for performance—it's what makes performance possible. "Live with Joie" became more than a tagline; it became the philosophy behind an award-winning brand recognized by Good Housekeeping as the Best Floor-Stable Massage Tool in 2022.