During my time on the Farmboy team, the Iowa Egg Council partnered with us to redesign their website and establish a refreshed online visual identity that better reflected their core values and friendly, approachable brand. The goal was to connect more meaningfully with their key audiences—family consumers and farmers—by creating a straightforward, modern experience where users could easily find nutritional information and recipes to support healthy lifestyles and simplify meal planning. I led the creative strategy, shaping a direction that felt positive, welcoming, and informative while emphasizing health, cleanliness, and trust.

I played a primary role in designing the website mockups used for development and created all custom illustrative patterns throughout the site, incorporating organic shapes, cooking elements, chickens, ingredients, and abstract visuals inspired by the layered structure of hard-boiled eggs. I also curated all stock imagery, focusing on healthy birds, families cooking and enjoying meals together, and farmers connecting with their flocks—using clean compositions, soft lighting, and a warm, optimistic tone. The final experience leaves users feeling encouraged, informed, and empowered to make confident, trust-based purchasing decisions.