These pinned posts I designed with Figma functioned as a quick introduction. They explain who we were, what made our cookies different, and why clean ingredients mattered to us. By anchoring the feed with these evergreen messages, anyone landing on our profile could immediately grasp the product, mission, and personality of Good Word — even before scrolling.
To make content more easily replicabale I cam up with five main categories; Gen-Z Humor, BTB, General, Reheating Cookies, and Reviews. Each category has a document off its respective batching framework.
Here's an example of a card insert that would go in packages (Stanley is the office dog) and some packing tape I designed using Figma
This is the spreadsheet I created to organize influencers and the process I created for determining their relevance to our brand.
The website before and after
Design and Created by Isobel Ryther | 2025
Good Word is a consumer packaged goods company producing clean-ingredient protein cookies. When I joined Good Word, a clean-ingredient protein cookie startup, the team was just two people: the CEO and me. With no onboarding period and immediate work to be done, I had to learn quickly and take full ownership of building the company’s marketing presence. My role spanned both strategy and execution — creating growth systems, running campaigns, and designing the brand’s digital and physical touchpoints.
Then, I began by transforming Good Word’s social media into an active growth channel. I developed a cadence of daily stories and weekly posts across Instagram and TikTok, producing content that combined product storytelling, lifestyle visuals, and lighthearted community-driven humor. This wasn’t just about posting frequently it was about crafting a recognizable digital personality that reflected Good Word’s playful yet wellness-oriented identity.
Beyond execution, I created a system of easily replicable content. I organized templates, brand guidelines, and content rhythms so that when my internship ended, any new hire could take over seamlessly. This ensured that Good Word’s social presence would stay consistent and professional, regardless of who was behind the account.
To build credibility and reach new audiences, I designed and produced PR boxes sent to influencers and brand partners. Every detail, from custom inserts to packaging layouts, was carefully considered so the unboxing experience felt aligned with Good Word’s identity. These PR activations led directly to collaborations with complementary wellness companies and gave the brand a tangible way to stand out in a crowded CPG market.
To scale outreach, I built an influencer management system from scratch. I researched, scored, and categorized potential partners, based on certain attributes. This gave a two-person company the ability to track hundreds of relationships with efficiency, while still delivering authentic, human communication that aligned with our brand voice.
Alongside marketing strategy, I was responsible for Good Word’s digital storefront. While Shopify provided a starting point, I went far beyond default templates I used my knowledge of CSS styling, HTML, and JavaScript to manually adjust themes and layouts so the site aligned with the brand identity I had developed. This included refining product page hierarchies, styling typography and buttons for consistency, and introducing subtle interactive elements that improved usability.
My approach to web design was both aesthetic and functional. One finctional step I took was to further differentiate Good Word from other clean-ingredient snacks on the market. To this I integrated Tolstoy into the website. Tolstoy’s interactive video tools allowed us to create short, engaging explainers where customers could actively learn about our ingredients, process, and values. Instead of passively reading about the product, visitors could explore interactive stories that made our cookies feel more transparent and trustworthy.
I designed the Tolstoy experience to align with the brand kit I had developed — consistent typography, colors, and iconography — so it felt like a seamless part of the website rather than a plug-in. By weaving interactivity into the shopping journey, I gave customers a clear reason to choose Good Word over competitors, turning education into a conversion driver.
Though my summer ended before I could do as much as I wanted in terms of the website, some good progress was made.
OVERVIEW
CREATING A SEAMLESS BRAND IMAGE
ESTABLISHING A DIGITAL PRESENCE
EXTENDING THE BRAND BEYOND THE SCREEN
STREAMLINING INFLUENCER GROWTH
LEADING WEB DESIGN AND UX
OUTCOME
One of my first priorities was ensuring that Good Word looked like a cohesive, established brand across every customer touchpoint. I created a unified brand kit that outlined typography, iconography, color palettes, and artwork styles. This gave structure to everything that followed — from social media posts to packaging inserts — and ensured that the brand was instantly recognizable.
This visual system not only elevated Good Word’s aesthetic but also made future content creation more efficient. By setting clear design rules, I ensured that consistency could be maintained even after my internship ended, whether by the CEO or new team members.
By the end of the summer, Good Word’s social reach and engagement had more than doubled, the redesigned website improved user experience and conversions, and PR and influencer campaigns expanded brand visibility. The replicable content system I put in place ensured a smooth handoff once my internship ended, allowing future hires to maintain the cadence and quality I established.
This role pushed me to grow equally as a marketer and as a designer. I learned how to design not just for aesthetics but for impact, how to apply UX thinking to a startup website, and how to merge creativity with performance metrics. Most importantly, I proved to myself that with adaptability, ownership, and strategic thinking, I could help shape the trajectory of a brand in a matter of months.
Creating and executing social media campaigns across Instagram and TikTok
Designing marketing assets including packaging inserts, graphics, and PR box collateral
Building and managing influencer outreach systems (spreadsheet tracking, automated prospecting, tiered scoring)
Coordinating brand collaborations and co-branded campaigns with complementary companies
Organizing and promoting events and experiential marketing initiatives to drive community engagement
Lead web design and management: developed and maintained Shopify site pages, customized themes, refined layouts, and optimized user experience
Run paid Meta campaigns including A/B testing for creative and audience segments
Produce SEO content and integrated documentation through GetBook
Oversee brand consistency across all digital channels
MY KEY RESPONSIBILITIES
Digital Strategy & Experience Design
GOOD WORD Foods
Digital Strategy & Experience Design
ROLE
SKILLS
Marketing Strategy
Web Design
UX Design
May 2025 - September 2025
TIMELINE
