Key highlights

• Creative leadership for a shared DTC e-commerce experience

• Multiple brands unified under one store and checkout system

• Preserved distinct brand voices within a single platform

The challenge

Hershey’s set out to sell directly to consumers for the first time, bringing a wide range of brands—each with its own history, tone, and visual language—into a single e-commerce experience.

The challenge was twofold: create a shared store and checkout system that felt simple and intuitive for customers, while still honoring what makes each brand feel like itself. The experience needed to scale across brands without flattening them into something generic.

My role

• Helped shape creative direction for the shared DTC experience

• Worked across teams to balance brand expression with platform consistency

• Partnered closely with strategy, design, and UX to align brand and experience

How it came together

The work focused on separating what needed to be shared from what needed to stay distinct. Core elements like navigation, checkout, and overall structure were designed as a common foundation, while brand-specific moments—color, tone, imagery, and emphasis—were carefully layered on top.

By establishing clear guardrails early, the experience stayed intuitive for shoppers while allowing each brand to show up in a way that felt familiar and authentic. Customers could move easily between brands without feeling disoriented, and the system could expand over time as new brands or offerings were added.

The result was a DTC platform that felt cohesive without being bland—a shared experience that respected the individuality of each brand while making the overall system easier to manage and evolve.