LaClare Creamery
Brand evolution, integrated campaign strategy, visual identity, website redesign, content development, influencer partnerships, and PR activation for a national goat cheese brand.
Role Associate Creative Director
Client LaClare Creamery
Timeline One year
The Challenge
LaClare Creamery is a national leader in specialty goat cheese, a brand with genuine product quality and a loyal following, but one that needed a creative platform strong enough to match its ambitions. The goal was to build stronger consumer awareness, drive product trial, and firmly establish LaClare as the definitive voice in the specialty cheese category.
The opportunity: National Goat Cheese Month.
The challenge: turning a niche calendar moment into a full brand movement.
The Idea
As Associate Creative Director at Element, I built the campaign around a single positioning line: "Unrivaled. Why Eat Average?" a direct, confident statement that positioned LaClare not just as a quality product, but as a category standard bearer.
The creative direction was built on three principles: approachable, high-quality, and unmistakably distinctive. To break from the predictable visual language of specialty food marketing, I developed a photography style anchored in saturated color and on-camera flash that is bold, editorial, and instantly recognizable. Finished dishes paired with product, repeated compositions on vibrant solid backgrounds, and portraits of LaClare employees gave the brand both craveability and human warmth.
Typography balanced a thin, clean font with a chunky, playful typeface balancing sophistication and approachability in the same breath, reinforcing a brand that takes its cheese seriously without taking itself too seriously.
Brand Evolution
To carry the evolved creative direction into LaClare's digital presence, I redesigned the LaClare Creamery website by incorporating the updated visual identity, typography, and photography style into a more engaging, modern experience.
The site was designed to serve two purposes simultaneously: a brand storytelling platform that communicated LaClare's craft and heritage, and a recipe-driven content hub that gave consumers a reason to keep coming back and new ways to think about goat cheese in their everyday cooking.
Content Development
The content program was one of the most expansive parts of the engagement. I wrote, tested, and creative directed 75+ original recipes featuring LaClare cheeses — developing each one from concept through final shoot, ensuring every recipe was both genuinely delicious and visually compelling.
Those recipes became the backbone of LaClare's content presence across the website, social channels, and PR materials, positioning the brand not just as a product to buy, but as a culinary resource and source of inspiration for home cooks. I also concepted, produced, and directed all lifestyle and product photography supporting the campaign, creating a cohesive visual library that extended across every brand touchpoint.
Influencer & Media Partnerships
To expand reach and deepen credibility, I developed influencer partnerships with respected culinary voices, including Chef Ryan Pfeiffer and James Beard Award–winning cookbook author Carla Lalli Music. These collaborations introduced LaClare to new audiences through voices they already trusted, reinforcing the brand's connection to the broader food and culinary community in a way that felt earned rather than transactional.
PR & Campaign Activation
To generate excitement at the launch of National Goat Cheese Month, I concepted and produced a Buzz Box PR mailer, a curated package sent to media and influencers that included brand storytelling, what makes LaClare different, original recipes, and LaClare cheese to sample firsthand. The goal was to put the product directly in the hands of the people most likely to talk about it.
The campaign was supported by contributed editorial articles and paid media placements, ensuring the creative work reached audiences across multiple channels throughout the campaign window.
Impact
6,000% increase in impressions. 300% increase in website traffic.
In a single campaign window built around National Goat Cheese Month, the work didn't just drive numbers, it repositioned how consumers and media thought about LaClare. A brand that was already respected became one that was actively talked about, cooked with, and sought out.
The engagement left behind a visual identity, a content library of 75+ recipes, a redesigned website, and a creative platform built to carry the brand well beyond the campaign itself.
