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Boxed is an e-commerce startup that sells household products in bulk. They're challenging warehouse clubs like Costco. I spent the better part of 2017 helping them to establish a brand identity across every possible marketing channel. In addition to overseeing things like brand guidelines, seasonal campaigns, and dozens of photo shoots...

I made millennial parents laugh...

 

And cry...

Of the many odds and ends I produced at Boxed, one of my favorites was this tender note to the mothers of New York, which ran in the 2017 Mother’s Day issue of New York Magazine.

 

and laugh some more.

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