portfolio

Andrea

Peterson

Whelan

DESIGN MANAGER & ART DIRECTOR

Bio

I'm an LA-based art director – specializing in performance marketing and content creation

I help brands achieve their marketing goals, with engaging visuals & brand positioning that convert.

I currently lead an in-house, Acquisition & Paid Social creative team for a successful startup in LA – consisting of a motion graphics designer, content creator, writer & video editor – creating both branded & UGC ads for Facebook, Instagram, TikTok, YouTube & Snapchat.


Our work has been named "best in class" by Meta for creative diversity, and we consistently surpass our growth goals for bringing in new members, CPA, CTR, and Hook Rates.


I discovered my love for storytelling through UGC video in 2020 – inspired & made curious by the rise of TikTok, Instagram Reels & WFH culture – and haven’t looked back.


In addition, I collaborate with our UX team on homepage testing (imagery, design, messaging) as well as mentoring organic social & brand designers on our team.


Background

Thrive Market

Design Manager, 2021-present

Senior Digital Designer, 2017-2020


Proactiv

Senior Digital Designer

2016-2017


Contiki

Senior Graphic Designer

2006-2015


AVP Pro Beach Volleyball Tour

Professional Athlete, 2006-2015 Ranked in Top 20 US Teams


Otis College of Art & Design

Certificate of Graphic Design


University of Tennessee, Knoxville

BA in English & American Studies

Magna cum laude

NCAA D1 Student Athlete

(Indoor Volleyball)

4x SEC Academic Honor Roll


Expertise

  • Performance Marketing
  • Brand Positioning & Storytelling
  • Art Direction for Photo, Video, Design, Motion
  • UGC Content Creation
  • Paid Social
  • Organic Social
  • Email Marketing
  • Landing Pages
  • Direct Mail
  • Branding



THRIVE MARKET

Paid Social

In 2020-21, I was tasked with bringing Thrive Market's Paid Social ads 100% in-house.


During the rise of Tik Tok and launch of Instagram Reels, I started filming unboxings, recipe videos, and other UGC content while WFH – finding immediate success on both organic & paid Instagram – and achieving our goal to bring Paid Social in-house a full quarter ahead of schedule.


We continue to scale and surpass our goals, diversifying our creative with monthly UGC video shoots & studio photo shoots.

Instagram, TikTok & Snapchat ads that speak to a variety of personas, feel native to each of their platforms, and most importantly drive conversion

SNAPCHAT

INSTAGRAM

TIKTOK

Went viral with 16M

impressions in first 2 weeks

Responsible for pre-product planning & art direction (storyboarding, messaging, product selection, styling, talent sourcing)

INSTAGRAM

Ads that utilize "problem solution" storytelling, positioning Thrive Market as a disruptor and healthier option

TIKTOK

TIKTOK

TIKTOK

TIKTOK AD

Went viral with 45M

impressions on TikTok,

5M on Meta

THRIVE MARKET

Motion

& Video Graphics

I art directed this animated ad, created by our Sr. Motion Graphics Designer, and assisted with initial concepting and storyboarding. I also worked with the copywriter on messaging flow.

Mission Impact Report

Our Mission Impact Report 2022 Video was created by our brand video team. I oversaw the design treatments & motion graphics created for it by our Sr. Motion Graphics Designer – assisting with color schemes, fonts, grid layouts, and ideas for animations.

THRIVE MARKET

Photo

Art Direction

I worked with our photographer to create a series of lifestyle imagery for our website, utilizing best practices gathered from paid social

Summer Campaign – Art direction for a summer series, shot by our content creator

Having fun with stop motion

STOCKING THE FRIDGE

HEALTH & WELLNESS TRENDS

SUMMER PICNIC

THRIVE MARKET

Organic Social

From April 2020 - Dec 2021, I oversaw the visuals for Thrive Market's organic & paid social, managing a Sr. Graphic Designer & Sr. Motion Graphics Designer at the time.


We gained 209K new Instagram followers in that time period (bringing us to 777K), a 20% increase in 2020 and 14% increase in 2021. We also doubled engagement on static designed posts by 100% YoY, averaging 1,300 likes per post compared to 754 likes per post during the same quarter the previous year.


In Jan 2021, I created a strategy to produce in-house reels, and within the first 2 months (Jan-Feb 2021) concepted & produced 7 reels which brought in 835K total views, an average of 119K per reel.


We adapted the top organic reel (Sustainable Swaps) for paid, and it became the #1 in-house ad for 2021 –– helping to unlock UGC and pave the way for bringing paid social in-house.


Organic Instagram Reels for Thrive Market

223K Views

223K Views

65K VIEWS

60K VIEWS

THE AGENCY

Instagram reels for a real estate agent at The Agency, highlighting the beach lifestyle & communities with a local POV

Concepted, shot, and edited all content

Pinterest

THRIVE MARKET

PROACTIV

ROCKS DE VIE

THRIVE MARKET

Email Marketing

I have an extensive email marketing background across Health & Wellness, Beauty, and Travel –– including Promo, Content, WinBack, Leads & Welcome Series.


In my first few years at Thrive Market, I created a series of email templates and photography styles, many of which are still in use today.


Experience with email copywriting as well.

PROACTIV

“Let’s Get Real” Campaign

For Proactiv, I was tasked with creating a campaign to help remind customers of our brand positioning, that Proactiv works best as a 3-piece system. I came up with the “Let’s Get Real” tagline and concept, and created a series of emails and paid social ads. I collaborated on copy with our copywriter, created the designs, and managed a motion graphics designer on the project.

Facebook “Canvas”/Microsite

Email Design

Email Design

ROCKS DE VIE

Brand & Product Creation

Temporary Tattoos

for Girls in Sports

Stat: By age 14, many girls are dropping out of sports at two times the rate of boys.


As a former college & professional athlete (indoor & beach volleyball), I wanted to design temporary tattoos that would encourage the next generation of female athletes to believe in themselves, and always have fun playing the sport they love.


It all started with a Pin that went viral with over 1.4M views, and now over 50,000 girls around the nation and across multiple sports have worn the tattoos while competing.





I help brands grow their business with strong visuals & brand positioning that converts

...while having fun doing it :)

Let's work together

LOCATED

Los Angeles, CA

Email

andreapetersonwhelan@gmail.com