Creative leadership — Chelsea Parkin
Nine years at Mabel's Labels. A short walk through the work: brand, channels, storefront, and product, and what it moved.
Scroll ↓
01 / Brand system
Redesigned the identity, colour, iconography, and doodles into one consistent system, working across web, social, packaging, and outside partners.
A brand parents have trusted for 20+ years, brought up to date.The evolution — hover or tap a panel to reveal the before
02 / Paid social
A distinct concept for each stage of the funnel, tested and measured, with new channels launched from zero.
TikTok · emotional
TikTok · UGC
Meta · static
TikTok launched as a new channel; figures span the paid social program over the past year.
03 / Storefront
A redesign with product, customer experience, and IT: clearer merchandising, a homepage that gets to the point, and a smoother path on mobile.
04 / Product & growth
A research-driven design process that brought creative, product, and marketing together around what parents actually need.
Behind the work
Working with external production agencies on multi-day shoots: casting brand ambassadors, creators, and real families, then directing the creative from shot list to final cut across testimonials and product content.
The impact, in numbers
About
I started behind a camera. I stayed for what creative could do.
I joined Mabel's Labels in 2017 as a part-time photographer and videographer, and over nine years grew into leading the creative function: brand, paid social, product design, and the operations behind it.
The work I care about most isn't making one great thing. It's building the conditions where great creative becomes the norm: clearer strategy, better systems, and room for good people to do their best work.
The full history, in two pages.
Download résumé (PDF)Contact
Always glad to talk about creative, teams, and building brands that grow.