Rolloa

Art Director

2023 - 2024

As the Art Director for Rolloa, I played a key role in launching the brand, guiding its development from concept to production. Rolloa’s core vision centers on a vibrant color palette, accentuated by bold piping that enhances and defines each hue—all while prioritizing dogs’ comfort and their needs across different weather conditions.

Working closely with the Creative Director and design team, I curated unique color combinations that translated seamlessly into production. Beyond the initial product line, I led the development of two customizable pillows designed to complement the signature beds, expanding the brand’s offering while maintaining its distinct aesthetic.

My role also encompassed the creative direction of photo shoots, website design, and promotional materials, ensuring a cohesive and visually striking brand presence. By capturing the brand’s playful personality and focusing on thoughtful design for canine comfort, I helped bring Rolloa’s bold, dynamic identity to life.

What I Did

Brand Launch, Concept & Product Development, On-set Art Direction, Website Design, Photography, Editing, and Marketing

Where it’s Featured

rolloa.com and social channels, National distributor websites (The Home Depot, Wayfair, Lowe’s, Bed Bath and Beyond, Amazon, Overstock)

The Results

The Product

The product development stage of Rolloa began with a single idea: a fun, colorful orthopedic dog bed with a customizable aspect. One of the key challenges was determining how to attach the back and sides of the bed to provide support for dogs to lean on, while also ensuring the design could adapt to each dog's unique sleeping pattern.

After multiple mockups and iterations, we created a knotted pillow that can be placed in various sections of the bed, offering personalized comfort and support. The bed itself is double-sided—one side featuring a cooling gel mattress and the other an orthopedic mattress—giving pet owners the flexibility to choose the best setting for their dogs based on the weather.

I also photographed the products and created illustrations that were used throughout Rolloa’s ad campaigns, adding a fun and cute touch to bring the brand’s personality to life.

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  • With Model

  • The Close Up

  • The Colorway

  • Easy Care

  • Waterproof

  • The Mattress

  • Easy Care

  • Bed Size Comparison

Snuggle Knot Pillow

Rolloa Snuggle Knot Pillow is a dynamic sleeping companion that bends, folds, twists, turns, and knots to perfectly conform to your dog's unique sleeping habits.

Editorial

I developed five distinct color concepts, each designed to be accentuated by a carefully curated set. These concepts were created with their corresponding release seasons in mind—spring, summer, autumn, and the holiday season—serving as the foundation for seasonal drops.

To enhance the visual impact, I designed a lush curtain backdrop using heavy fabric that drapes into soft, rounded shapes, complementing both the bed colors and their gentle contours. I also incorporated seasonal fauna, flora, and thoughtfully selected props to create immersive, evocative settings that bring each color story to life.

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  • Spring "Ophelia"

  • Spring "Ophelia"

  • Spring "Ophelia"

  • "Fresh"

  • "Fresh"

  • "Warmth"

  • "Warmth"

  • "Warmth"

  • "Magnolia"

  • "Magnolia"

  • "Holidays"

  • "Holidays"

Launch Shoot

For the launch, the team planned a campaign shoot for the landing page, lifestyle shots, and marketing promotional photos. Unlike other location shoots, we had to consider the canine model’s ability to focus and ensure the best outcome within a limited timeframe. Our goal was to showcase various colors in different home settings while capturing both promotional photographs and video footage for social media.

With this in mind, I designed each set with a story-driven approach. I developed the personality of the person occupying the space, defined the scenario we wanted to capture, and incorporated the bed to create different atmospheres—all while maintaining a cohesive launch aesthetic throughout the shoot.

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The Website

When designing the website, we used light lilac and periwinkle as accent colors to complement the main featured bed color, Lilac. For the landing page, I designed an editorial-style layout with a hero image of the lilac bed at the top, followed by a photo of a model using the bed in a thoughtfully styled room aimed at appealing to individuals in their mid-to-late 20s.

Additionally, I created an illustration sheet featuring various dog designs in different artistic styles. Once a final design was selected, I developed a series of illustrations, including different sleeping positions, icons, and other graphic elements needed for marketing, print, and email campaigns.

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Illustrations

Style Sheet