Goldbelly

MOTION GFX

EMAIL MARKETING

ILLUSTRATION 

FOUNDING BRAND STYLEGUIDE

AFFILIATE BRAND CAMPAIGNS

AFFILIATE BRAND WEBSITES

Upon joining Goldbelly as its first official design lead, the main focus was to create a compelling and cohesive brand ready to take on this new industry from a fresh standpoint. From 2015 onward, there was a complete brand creation including but not limited to illustrations and visual merchandising, motion graphics, art direction, brand development, visual design, web design, marketing design, and of course print design. As one of the foremost B2C food tech companies, Goldbelly established numerous websites and online brand presences for many of America’s most iconic restaurants. This involved making sure that they shined alongside Goldbelly with website refreshes and marketing material directly from Goldbelly’s in-house design team.

Alexandra Clouspy Goldbelly Partnership Logos

Created work with brands including:

Goldbelly - Alexandra Clouspy

Brand Revamp

    • The Goldbelly brand not only needed to work for itself but also seamlessly blend with the hundreds of brands it represents. This means that the goal was to create strategic online tools to help not only Goldbelly but their partners reach as many digital customers as possible.

    • From creation of a beautiful parent site to inform online customers that a partner now offers nationwide shipping to educating new hungry bellies across the country, the brand’s main goal was to help spread a passion for food online.

    • The overall brand is meant to be fun and captivate consumers via a nostalgia for the food they’ve tasted all over the country and, in some instances, the world. This brand focuses on clean, consistent imagery accented with bold typography and playful illustrations that compliment any number of brand partners. This allows for an inclusive look, even with hundreds of partners with their own personal brand flavors.

    • Styleguide Creation

    • In-house & External Client Art Direction

    • UX Experience

    • Videography, Composition, 2D Animation

    • Working with external production team contractors

    • Compositing

    • Design

  • Goldbelly has in the last few years become a common household name. It has reached the likes of Chrissy Teigen, Mindy Kaling, Kim Kardashian, Buddy Valastro, and Stickermule all of whom have either partnered or voluntarily shared brand assets furthering the brand’s image.

    Goldbelly has also appeared on multiple news shows including The Wall Street Journal, CNBC,KTLA, and Good Morning America, and often hosts events with partner brands and promos.

CBS Sunday Morning Segment

    • One of the major needs for brand promotion was a media kit that could be shared with external press. This included a condensed version of the styleguide and also a brand video explaining what Goldbelly does to the average consumer.

    • Art Direction

    • 2D Animation

    • Working with external production team to provide correct guidance on brand assets

    • Created wider brand exposure to new consumers not as chronically online

    Click here to view the full segment

UI/UX Regional Shopping

Map of the United States showcasing regions with links to explore top food cities including New York, Los Angeles, Chicago, San Francisco, New Orleans, Boston, Miami, Austin, Brooklyn, Philadelphia, Nashville, Seattle, and Houston. The website header features a search bar, login options, and categories such as Top Foods, Subscription Gifts, Meal Kits, Restaurants, and Gifts.
Screenshot of the Goldbelly website, showing a map of the United States divided into regions: Northeast, South, Midwest, Southwest, and West. The site features top food cities like New York, Los Angeles, Brooklyn, Chicago, and San Francisco. The section titled "Most Iconic Regional Dishes" displays images of regional foods, with a hot dog topped with lobster and a beef sandwich with melted cheese.

    • A main draw to the Goldbelly experience is being able to ship nostalgic food nationwide.

    • When imagining how this would look as a user experience on the website, the team wanted to be able to truly recreate that childlike feeling.

    • Goal to create an intuitive, localized shopping experience that helps users discover regional specialties easily and boosts engagement.

    • Creating a simpler way to shop for regional foods without endless searching.

    • The existing browsing experience was broad and overwhelming.

    • The challenge: design a feature that highlights local specialties by region, improves product discovery, and increases sales.

    • Art Direction

    • Illustration

    • Developed wireframes emphasizing clear regional categories with maps and visual cues.

    • Designed interactive elements that allow users to easily filter and browse products by state or food origin.

    • Focused on minimizing clicks needed to find local favorites.

    • Built interactive prototypes in Figma showcasing the regional browsing flow and product highlights.

    • Iterated designs to improve clarity of calls-to-action and reduce cognitive load.

    • Emphasized the power of user-centered design in increasing product discoverability.

    • Positive user feedback highlighted improved discovery and enjoyable browsing.

    • Learned the importance of balancing rich visual elements with straightforward navigation.

    • Collaboration with marketing and development ensured the design aligned with business goals and technical feasibility.

    View finished product here

Assorted stickers and promotional materials for Goldbelly, including large and small stickers with the Goldbelly logo, a map of the United States with "We Ship on Goldbelly" written, a perishable warning sticker, a sticker with a skull and the phrase "Churn Down for What?", and various promotional cards and postage tape.

Branded Merch & Partnership Swag

Group of people holding large cartoon burger signs at a party

    • One of the joys of working on a brand in its infancy is really being able to work on any project that expands the brand’s presence. Many of these included press runs for different promotions with partners and holiday sales pushes.

    • Art Direction

    • Illustration

    • Design

  • Expanded the brand look and feel helping land additional levels of funding from series A to B in less than 2 years.

Partner Site Launches

Ladurée Paris box of assorted macarons with pastel-colored packaging and pink 'L' logo, on a white surface.
Open Ladurée gift box with pastel-colored macarons featuring the letter 'L' stamped on top, arranged inside a decorative box with a bow beside it.
Line of colorful macarons in pink, brown, beige, green, and light brown.

    • As Goldbelly is a B2C model, a large majority of the work involved helping their brands with outreach and sales.

    • Creating web experiences that directly enabled these brands to better showcase their products to boost sales.

    • Each partner site required a unique but consistent user experience that reflected the partner’s identity while maintaining usability.

    • The challenge was balancing brand customization with efficient, scalable UX solutions.

    • Analyzed traffic and user behavior from the main site to identify key features and pain points to carry over.

    • Reviewed partner brand guidelines and previous marketing materials to ensure alignment.

    • Planned responsive designs for mobile and desktop, ensuring accessibility and performance.

    • Conducted usability testing with target user segments to validate navigation, content clarity, and checkout flows.

    • Successfully launched partner sites within the planned timeframe.

    • Positive feedback from partners highlighting ease of use and brand consistency.

    • Scalable design system allowed faster launches for new partners.

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