Novi is a software company with a mission to accelerate conscious commerce in the CPG industry through product transparency.
As Novi's first creative director, I initiated creative strategy, brand identity, and tone of voice to attract and better service their growing clientele of leading brands in beauty, wellness, household cleaning, and beyond. Novi helps brands transform product data into verified claims, increasing brand visibility and merchandising opportunities at top retailers like Sephora and Target. I offered Novi solutions to simplify their complex capabilities to determine product sustainability.
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BRAND IDENTITY
Novi's brand identity is inspired by their extensive data network rooted in chemistry and the rare and unusual beauty found in the world of science.
The color palette intentionally excludes green and brown to represent the Earth.
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The typography system pairs a clean, simple sans serif and a humanistic, academic serif.
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PHOTOGRAPHY
We shot a collection of lifestyle photography, meant to showcase the variety of brands and products Novi can verify, in a real life and immediate style.
WEBSITE
Novi's online presence mirrors and aligns visually with the industry-leading consumer brands we service to set Novi apart from other B2B companies in the sustainable tech space.
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I led creative development of the 2025 Consumer Trends Report, one of Novi's most extensive research projects. We wanted to make something memorable and engaging, to stand apart from traditional white papers.
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RESEARCH
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Novi offers thorough research to its clientele through blog and newsletter content, case studies, and annual reports. We wanted to deliver the rich, informative content in an artistic way to engage our brand partners.
Design in collaboration with Jess Campbell and Super Conscious Studio
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Lifestyle photography shot by Lindsay Kreighbaum