portfolio
LeafSide creative strategy pitch
I built a retention-minded creative strategy for LeafSide that reframed their meals from occasional purchase to easy health habit.
context
Understand problem, people and goals
approach
Build a direction with purpose
design
Shape ideas into thoughtful visuals
refinement
Test, tweak and improve what works
takeaways
Learn, adapt and carry it forward
context
solving for consistency.
LeafSide offers shelf-stable, whole-food plant-based meals designed to be convenient, fast, and nutritionally dense. Their brand already had strong ingredients to work with: simple prep, health-forward positioning, subscriptions, and a product line built to make healthy eating easier.
The challenge was not awareness alone. It was lifetime value. First-time buyers were not reordering at the rate the brand needed, and while a smaller group had made LeafSide part of their everyday routine, many customers were using it more sporadically. For this pitch, my role was to work with the sales lead to understand that retention problem, develop a creative strategy that could encourage more consistent use, design the mockups, and present that strategy to the client in a way that showed how creative could support longer-term customer value.
approach
turning benefits into routine.
My core strategic shift was to move the story beyond “this is a healthy product” and toward “this is an easy habit to keep.” If the business wanted stronger LTV, the creative needed to do more than drive an initial purchase. It needed to help customers picture LeafSide as something they would come back to regularly because it fit naturally into daily life.
That meant building a message system around repeatable value. Instead of treating the meals as a one-off convenience item, I focused on the reasons someone would want them stocked and ready: easier mornings, better sleep support, gut health, simplified meal decisions, and the ability to stay on track without prep. LeafSide already positions its products around health outcomes, convenience, and subscription savings, so the strategy was really about making those benefits feel more usable, more specific, and more habit-forming.
design
building a more habit-driven story.
The mockups were designed to show how LeafSide could connect product benefits to recurring use cases rather than relying on generic healthy-food messaging.
Some concepts focused on the broadest promise of the brand: whole food meals made easy. That gave the client a clear entry point into the product line and reinforced the low-friction nature of the offer. From there, I expanded into more benefit-led directions that made consistent use feel relevant to someone’s actual life. One concept linked LeafSide to better sleep support. Another tied plant-based eating to clearer skin and internal health. These angles helped frame the meals as part of a wellness routine, not just something convenient to keep in the pantry.
I also built concepts around purchase structure and social proof. The one-time bundle creative helped position the brand as easy to try without overcommitting, while the testimonial-based creative reinforced trust through real customer experience. For repeat purchase and retention, I shifted the message toward subscriptions and routine-building, showing how monthly bundles could help customers stay stocked, save money, and keep momentum going.
Visually, I kept the creative bright, clean, and product-forward. The system leaned on leafy iconography, simple health-oriented color cues, and bold headlines that made the value prop easy to understand quickly. The goal was to make the meals feel approachable, functional, and aligned with long-term health goals rather than overly clinical or overly lifestyle-polished.
refinement
testing what makes it stick.
A key part of the pitch was showing that this strategy could learn over time. The strongest example of that was the visual testing direction.
For one message, I mocked up a test between product-pack-focused creative and more finished-food imagery. That was an important distinction because each route answers a slightly different question. Packaging can reinforce convenience, variety, and product recognition. Prepared food imagery can make the meals feel more craveable and immediately real. Testing those approaches would help show whether LeafSide’s audience responded more to ease and utility or to appetite and outcome.
There were also broader messaging tests built into the strategy. Would people respond more to practical convenience, like “just add water” and no prep? Or would they be more motivated by health-specific outcomes like energy, sleep, or skin support? Would trust-building creative with testimonials do more to move someone toward purchase than a straightforward value offer? And once someone had purchased, what message would better support retention: savings, routine, or health consistency?
That testing mindset mattered because the underlying problem was behavioral. To improve LTV, the brand needed to learn what actually helped more people use the product often enough for it to become part of a pattern.
takeaways
what stuck with me.
This project reinforced that retention creative has to do more than remind people a product exists. It has to help them picture where that product fits in their life often enough to matter. In LeafSide’s case, that meant treating the meals less like a one-time healthy purchase and more like a repeatable tool for feeling better, staying on track, and simplifying daily decisions.
It also reminded me how useful it is to build creative around behavior instead of just benefits. Convenience, plant-based nutrition, and subscription savings were already there. The real opportunity was translating those qualities into messages that felt specific enough to support consistency.
From a design perspective, I also liked the challenge of balancing product clarity with more aspirational health messaging. It pushed me to think carefully about what makes a wellness product feel both credible and easy to adopt, which is a balance I’d carry into similar work again.
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