As Creative Director, I led the evolution of Instacart from a grocery app to a diversified delivery leader, partnering with Wolff Olins to redefine our brand through the "Shop+Savor" ethos. This wasn't just a facelift; it was a strategic shift that allowed us to stretch into categories like beauty and home improvement while building our first-ever internal creative team in a historically product-led organization. From the "arrow" carrot logo to the launch of Instacart+, the work transformed our cultural footprint—resulting in a 153% spike in online mentions, double-digit growth in new site visits, and a D&AD Yellow Pencil.

Instacart needed a brand that could move beyond grocery — into beauty, home improvement, and beyond.

The carrot top redrawn as an arrow - the same symbol doing double duty as icon and direction.

A custom typeface built for appetite and scale.

Shop+Savor - an ethos that powers the shopping so you can savor all of life.

Illustration style built to feel craveable and dynamic across every category.

A brand flexible enough to stretch - from social stories to platform campaigns.

153% increase in online mentions. Double-digit growth in new site visits. D&AD Yellow Pencil.