KOOL Campaign Website

I had the opportunity to lead the website design for KOOL cigarettes through a creative pitch that stood out among several agencies. My concept centered around the tagline "Feel The Vibe," which became the anchor for the entire campaign. I was responsible for the full creative direction of the website, ensuring the visuals and messaging matched the brand's bold, cool identity. This project was a rare chance to work on a campaign with nationwide reach and international visibility. It was an exciting challenge to craft a digital experience for such an iconic brand.

While supporting the agency 9Rooftops, I was brought in to help develop the digital experience for the KOOL brand. The goal was to create a website that captured the energy and personality of the brand while supporting a new national campaign. The project needed to feel bold, modern, and culturally relevant while connecting with audiences across multiple markets.

Our team developed the campaign tagline "Feel The Vibe," which became the creative foundation for the entire initiative. I led the creative direction and design of the website, focusing on building a visual language that reflected the cool, confident identity of the brand. The design combined strong typography, dynamic layouts, and lifestyle-driven visuals to create an immersive digital experience that aligned with the campaign message.

Increased acquisition by 109%

Designed brand transformation, modernizing KOOL's identity, positioning, and expanding its reach through media partnerships that resulted in multi-year improvement in full-funnel performance metrics.

Redesigned the loyalty program, blending analytics and brand intuition to drive acquisition, engagement, and retention. Exceeded the acquisition goal by 40% in year one and introduced a creative tactic in year three that increased acquisition by 109% over the prior year.