Carrot is a fertility, family-building, and hormonal health platform providing comprehensive benefits for employees. I was hired as Senior Art Director to build the company’s first in-house brand design team and later promoted to Director of Brand where I oversaw a team of art directors, designers, video editors, and web developers.
We inherited a recently refreshed identity from an agency partner that was strong on clinical credibility but lacking warmth. By centering real Carrot members and their stories, we transformed a dark, minimal system into one that felt emotionally resonant across employers, health plans, consultants, and members.
Director of Brand, CARROT, 2026
My team worked across nearly every brand touchpoint — from sales and event collateral to video, a long-form thought leadership magazine, and a full refresh of the marketing website. To help the brand stand out in a crowded space and feel more approachable, we leveraged visually rich brand photography and bold geometric forms to tell a more human, emotionally engaging story of what Carrot offers.
To capture the full breadth and impact of Carrot’s offering, we produced three video and photo shoots featuring real member and customer stories. These narratives were layered with product visuals from the Carrot platform, alongside in-home photography and footage from participants to ground the work in real life. We also captured interviews with Carrot’s medical expert team to highlight the real clinicians behind the experience and reinforce the brand’s clinical credibility.
VP, Marketing — Caroline Cahill Canty
Director, Brand — Rosie O’Regan
Art Director, Video — Justin Snow
Brand Designers — Kenneth Fowler and Raven McKeal
Director, Brand — Rosie O’Regan
Art Director, Video — Justin Snow
Brand Designers — Kenneth Fowler and Raven McKeal