Branding, Retail Packaging, User Documentation, Product Illustrations, E-Commerce Channel Assets
Brand Photography & Videography
I was brought in as Principal Art Director and Design Lead by Rumble Tuff, a well-established Taiwanese manufacturer of lactation and maternal care medical equipment and services. While the company had a strong footprint in Eastern markets (Taiwan and China) and held numerous international patents, its initial entry into the U.S. market had fallen short. The American branch struggled to gain traction, underperforming in sales, failing to secure government and private insurance contracts, and lacking brand recognition and positioning in both retail and e-commerce channels.
I was brought in as Principal Art Director and Design Lead by Rumble Tuff, a well-established Taiwanese manufacturer of lactation and maternal care medical equipment. While the company had a strong footprint in Eastern markets (Taiwan and China) and held numerous international patents, its initial entry into the U.S. market had fallen short. The American branch struggled to gain traction, underperforming in sales, failing to secure government and private insurance contracts, and lacking brand recognition and positioning in both retail and e-commerce channels.
Branding, Retail Packaging, User Documentation, Product Illustrations, E-Commerce Channel Assets
Brand Photography & Videography
I completely overhauled Rumble Tuff’s visual identity and messaging to align with U.S. consumer expectations and healthcare standards.
Working closely with the CMO and Product Director, we developed a new value proposition, tone, and brand identity. To put it simply: Eastern markets value precision, cutting-edge technology, and a clinical approach, while U.S. audiences prioritize individualism, emotional brand connection, and post-purchase support.
The elephant was chosen as the logo mark to symbolize motherhood, protection, and strong familial bonds, qualities deeply rooted in the emotional fabric of the brand.
To complement this symbolism, a color palette of dark mauve, soft peach, and pink tones was carefully selected for their associations with compassion, calmness, and emotional warmth. The dark mauve adds a sense of quiet sophistication and maturity, while contrasting beautifully with the lighter pastel tones used as backgrounds. Together, these colors create a soothing and welcoming aesthetic that supports the brand’s message while ensuring strong visual contrast and legibility across print and digital formats.
A classic pairing of sans-serif and serif fonts was selected to give the brand both an older, more mature feel and a contemporary, youthful look.
My vision for Rumble Tuff’s photography focused on creating portraits of mothers from all walks of life. By featuring diverse representation in brand photography, Rumble Tuff demonstrated its commitment to serving and celebrating all customers, no matter who they are or where they come from. This approach helped build trust and loyalty, and allowed Rumble Tuff to connect with a wider range of customers.
To support this, I developed clear and consistent photography guidelines that visually unified the brand while conveying its personality, values, and offerings. Beyond capturing the images myself, I led the entire creative process: scouting models, designing sets, sourcing props, and executing final edits tailored for both digital, print, and event applications.
With the brand identity and photography assets in place, I shifted focus to packaging design and user documentation for Rumble Tuff’s three flagship products. This stage included developing custom iconography, designing new box layouts and artwork, and producing high-quality product renders. To ensure visual consistency and print accuracy across all materials, I implemented a PMS-based color system that maintained brand cohesion throughout the packaging suite.
Clear, user-friendly documentation is essential for any medical device. During Rumble Tuff’s initial U.S. launch, the brand faced a high return rate and poor customer reviews, largely due to confusing manuals and a lack of clear guidance around product assembly and usage.
At the time, all instructional materials were written in Mandarin and suffered from poor layout and organization. Additionally, product photography was being used in place of proper technical illustrations, making it difficult for users to follow assembly steps with clarity and confidence. Recognizing these issues, I began work on a complete overhaul of the user documentation to meet FDA communication standards and U.S. consumer expectations.
I led the direction of two full-scale video productions to support the launch of Rumble Tuff’s flagship product. The resulting assets included a primary ad for YouTube and premium TV apps and channels, two short-form video ads optimized for Meta platforms and TikTok, and one instructional video aimed at enhancing the customer experience. The campaign significantly outperformed industry benchmarks, with the main ad for the Rumble Tuff Go-Cups achieving an 8% view-through rate (VTR) and a 4.9% click-through rate (CTR).
As a creative I’m always excited about unique ideas and projects. If you have something in mind let’s connect and get it done!