Creative Direction & Packaging Design by Margaret Kimball for Naked & Thriving

Care, craft, continuity.

On set art direction by Margaret Kimball

Creative Direction & Packaging Design by Margaret Kimball

I steward brand expression and meaning through clear creative direction, durable systems, and trusted partnership.

Creative Direction and Packaging Design for Naked & Thriving by Margaret Kimball

The creative team is the heart and soul of a brand, bringing to life its values, voice, and point of view. My role as a creative leader is to identify a brand’s core story, then set clear direction and guide teams to express that story with clarity, craft, and consistency.

With that foundation in place, my focus shifts to systems. I build thoughtful processes and standards that allow creative teams to do their best work over time, while protecting the brand and sustaining joy in that work as the organization scales.

I see the creative team as a strategic partner. I work closely with leadership to align creative direction with business priorities, to ensure our work supports broader objectives while retaining its integrity.

Good creative leadership creates coherence, momentum, and meaning. As a steward of the brand, my responsibility is to help teams deliver beautiful, effective visual narratives that earn the trust of customers and drive lasting impact.

My Core Principles

Cohesion is critical.

Cohesion is essential to the success of any creative team. When we have a mountain to climb, we all need to move in the same direction with clear eyes and full hearts.
Clarity is freedom.

Projects die in uncertainty. My job is to collaborate with leadership to define an objective, then work with my team to build the creative strategy to reach our goals.
Data is our friend.

The most impactful messages are built on a foundation of strong data. I combine internal, industry, and trend data in order to guide my team in their storytelling.
Process is paramount.

Nothing better than a smooth process. Clear systems create efficiency in the creative process, which gives the team time to focus on what they do best: solve creative problems.
Delight is essential.

Creative people love to explore, and some of the best strategies evolve when a writer or designer is given space to experiment. My teams always have room to test new ideas.