Each year, Williams Sonoma releases a series of celebrity-sponsored spatulas benefitting the No Kid Hungry campaign. From 2022 to 2025, I designed thirteen spatulas sold in-store and online, and drafted over twenty pitches for potential celebrity partners.
In 2025 I was additionally invited design the in-store, B2B promotional suite accompanying the 2025 celebrity spatula release.
Ranging from actors like Zooey Deschanel and Terry Crews, to T.V. personalities like Stephen Colbert and Anderson Cooper, spatula designs begin with vague descriptions—often short lists of colors, feelings, or sayings relevant to each celebrity’s brand—from which I design bespoke pitches bringing their concepts to life. I collaborated behind the scenes with these celebrity partners and their teams to create designs that reflected the celebrity personalities while aligning within the brand guidelines of both Williams Sonoma and No Kid Hungry.
I provide the partner with three concept sketches, generally narrowed down to a niche of visual concepts pre-agreed upon by the William Sonoma team; the designs reflect the individual brands without breaching written or visual copyright of the celebrity’s work.
After final approval from the William Sonoma team, I transform the selected sketch into a finalized vector design with callout PMS color for pad printing.
In 2025, I pioneered the creative direction for the in-store B2B merchandize branding for the almost 150 brick-and-mortar William Sonoma stores across the U.S. Evolved from No Kid Hungry’s Back to School campaign visuals, the Tools for Change look and feel consisted of nostalgic, blackboard and chalk graphics and a marker-esque font, paired with the No Kid Hungry campaign’s most identifiable colors. The icons utilized in the designs are chalk-like outlines of a bespoke library of hand-drawn icons I created for the No Kid Hungry campaign in 2022. [hyperlink to page? just gif of icons scrolling??]
The final suite consisted a “Champion Yearbook” roster of the partners, fundraising tracker, national fact sheets, custom state fact sheets, employee BINGO cards, an employee training guide, and the unique package design.
The suite received appreciative priase from Williams Sonoma employees, who commented that the rollout products were “engaging and fun” and “helped [teams] fully understand the partnership between Williams Sonoma and No Kid Hungry, which lets us be better help to interested customers.”
