Available to hire
I am Andrea Goodson, a branding and packaging designer with 15 years of experience helping consumer packaged goods and lifestyle brands grow through strategic brand identity, packaging systems, marketing campaigns, digital assets, and trade show environments.
My background is rooted in the BFY and natural products industry, with extensive experience across food and beverage, supplements, sports nutrition, and lifestyle brands. I combine hands-on brand identity and packaging design with systems thinking to create scalable packaging programs that support product line growth while maintaining a clear and consistent consumer experience.
I enjoy collaborating with product, marketing, sales, regulatory, and executive teams to develop shelf-ready packaging, product extensions, and integrated marketing assets that strengthen brands from concept through production.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Language
English
Fluent
Work Experience
Lead Graphic Designer – Branding & Packaging at Goodson Design LLC.
December 31, 2025 - October 1, 2025Lead creative strategy and design for brand identity, packaging, and marketing campaigns across all touchpoints, driving global brand growth while managing timelines and final deliverables. Clients include Moxxy, Flying Embers, Progressive Brands, Terrafertil, Lavi Industries, Natierra, Bolthouse Farms.
Lead Brand Designer at VMG Creative
December 31, 2025 - October 1, 2025Led brand identity and packaging design for three endorsed snack brands, developing unique parent brand architectures and driving initial creative concepts. Created logos, packaging layouts, and visual systems, incorporating photography, illustration, and AI-generated assets to deliver compelling, shelf-ready stories. Provided creative leadership across teams, collaborating cross-functionally to ensure cohesive design systems, manage timelines, and maintain brand consistency.
Senior Brand & Packaging Designer (Part-time) at Live Complete LLC
October 1, 2025 - PresentLeading full brand identity and package design across multi-category product launches for 2026. Partnering with the founder on positioning, strategy, and go-to-market, and providing creative direction across packaging, photography, and 360 campaigns. Building scalable design systems, workflows, and SOPs across categories.
Lead Graphic Designer – Branding & Packaging at Goodson Design LLC.
January 1, 2025 - October 1, 2025Lead creative strategy and design for brand identity, packaging, and marketing campaigns across all touchpoints, driving global brand growth while managing timelines and final deliverables. Clients: Moxxy, Flying Embers, Progressive Brands, Terrafertil, Lavi Industries, Natierra, Bolthouse Farms.
Lead Brand Designer at VMG Creative
January 1, 2025 - October 1, 2025Led brand identity and packaging design for three endorsed snack brands, developing unique parent brand architectures and driving initial creative concepts. Created logos, packaging layouts, and visual systems, incorporating photography, illustration, and AI-generated assets to deliver compelling, shelf-ready stories. Provided creative leadership across teams, collaborating cross-functionally to ensure cohesive design systems, manage timelines, and maintain brand consistency.
Lead Graphic Designer – Branding & Packaging at Goodson Design LLC.
January 1, 2025 - October 1, 2025Led creative strategy and design for brand identity, packaging, and marketing campaigns across all touchpoints, driving global brand growth while managing timelines and final deliverables. Collaborated with clients including Moxxy, Flying Embers, Progressive Brands, Terrafertil, Lavi Industries, Natierra, and Bolthouse Farms to craft cohesive brand stories.
Lead Brand Designer at VMG Creative
January 1, 2025 - October 1, 2025Led brand identity and packaging design for three endorsed snack brands, developing unique parent brand architectures and driving initial creative concepts. Created logos, packaging layouts, and visual systems, incorporating photography, illustration, and AI-generated assets to deliver compelling, shelf-ready stories. Provided creative leadership across teams, collaborating cross-functionally to ensure cohesive design systems, manage timelines, and maintain brand consistency.
Lead Graphic Designer – Branding & Packaging at Looseleaf International LLC.
December 31, 2024 - October 1, 2025Directed branding, packaging, print, and merchandising, leading creative for new product launches. Mentored the design team and streamlined workflows, driving faster execution and consistent quality. Led cobranded packaging with hip hop artists, enhancing brand visibility and cultural relevance at retail.
Lead Brand Designer (Contract) at VMG Creative
November 1, 2024 - June 1, 2025Led brand identity and packaging for three endorsed snack brands. Created parent brand architectures and initial concepts across multiple SKUs, and developed a visual system including logos, food photography, illustration, and packaging layouts.
Lead Graphic Designer – Branding & Packaging at Looseleaf International LLC
January 1, 2024 - October 1, 2025Directed branding, packaging, print, and merchandising, leading creative for new product launches. Mentored the design team and streamlined workflows, driving faster execution and consistent quality. Led cobranded packaging with hip hop artists, enhancing brand visibility and cultural relevance at retail.
Lead Graphic Designer at Looseleaf International LLC.
January 1, 2024 - October 1, 2025Directed branding, packaging, print, and merchandising, leading creative for new product launches. Mentored the design team and streamlined workflows, driving faster execution and consistent quality. Led cobranded packaging with hip hop artists, enhancing brand visibility and cultural relevance at retail.
Senior Graphic Designer (Contract) at Plexus Worldwide Inc.
December 31, 2023 - October 1, 2025Designed social media and direct marketing fitness campaigns, boosting sales for Lean Supplements.
Lead Graphic Designer, Brand & Art Direction at Looseleaf International
July 1, 2023 - July 1, 2024Directed branding, packaging, print, and merchandising for new product launches. Mentored the design team and streamlined workflows and SOPs to improve speed and consistent quality. Led co-branded packaging with hip hop artists to boost retail visibility and cultural relevance.
Senior Graphic Designer (Contract) at Plexus Worldwide Inc.
January 1, 2023 - October 1, 2025Designed social media and direct marketing fitness campaigns, boosting sales for Lean Supplements.
Senior Graphic Designer (Contract) at Plexus Worldwide Inc.
January 1, 2023 - October 1, 2025Designed social media and direct marketing fitness campaigns, boosting sales for Lean Supplements.
Lead Graphic Designer at Essential Living Foods LLC.
December 31, 2022 - October 1, 2025Led in-house execution of a 150+ SKU rebrand, delivering packaging, sales tools, photography, marketing collateral, and annual tradeshow graphics with agency collaboration. Directed production of mechanicals, digital assets, and 3D renderings while managing designers, contractors, and vendors. Took creative lead post-launch, refreshing logos, colors, and illustrations while developing new product extensions and marketing, including Amazon, TJX and Costco-specific SKUs. Introduced pouch packaging, cutting costs 40% and doubling shelf life.
Lead Graphic Designer at Nature’s Heart LLC., Nestlé USA
December 31, 2022 - October 1, 2025Directed U.S. execution of a full rebrand, adapting packaging elements in collaboration with U.K. teams. Led development of product innovations, creating packaging mockups and pitch decks for major retailers. Oversaw creation of digital assets and social campaigns for online retailers, including Amazon.
Senior Packaging Designer at Kavo Kerr Inc.
December 31, 2022 - October 1, 2025Led design and updates for packaging, IFUs, manuals, and labels for global dental devices. Created custom illustrations, 3D diagrams, and layout systems to enhance product instruction. Collaborated cross-functionally with Regulatory, Engineering, and Marketing ensuring compliance.
Senior Graphic Designer (Contract) at Plexus Worldwide Inc.
October 1, 2022 - March 1, 2023Designed social media and direct marketing fitness campaigns for Lean Supplements, supporting sales growth.
Lead Graphic Designer at Essential Living Foods LLC.
January 1, 2022 - October 1, 2025Led in-house execution of a 150+ SKU rebrand, delivering packaging, sales tools, photography, marketing collateral, and annual tradeshow graphics with agency collaboration. Directed production of mechanicals, digital assets, and 3D renderings while managing designers, contractors, and vendors. Took creative lead post-launch, refreshing logos, colors, and illustrations while developing new product extensions and marketing, including Amazon, TJX and Costco-specific SKUs. Introduced pouch packaging, cutting costs 40% and doubling shelf life.
Lead Graphic Designer at Nature’s Heart LLC., Nestlé USA
January 1, 2022 - October 1, 2025Directed U.S. execution of a full rebrand, adapting packaging elements in collaboration with U.K. teams. Led development of product innovations, creating packaging mockups and pitch decks for major retailers. Oversaw creation of digital assets and social campaigns for online retailers, including Amazon.
Senior Packaging Designer at Kavo Kerr Inc.
January 1, 2022 - October 1, 2025Led design and updates for packaging, IFUs, manuals, and labels for global dental devices. Created custom illustrations, 3D diagrams, and layout systems to enhance product instruction. Collaborated cross-functionally with Regulatory, Engineering, and Marketing ensuring compliance.
Lead Graphic Designer at Essential Living Foods LLC.
January 1, 2022 - October 1, 2025Led in-house execution of a 150+ SKU rebrand, delivering packaging, sales tools, photography, marketing collateral, and annual tradeshow graphics with agency collaboration. Directed production of mechanicals, digital assets, and 3D renderings while managing designers, contractors, and vendors. Took creative lead post-launch, refreshing logos, colors, and illustrations while developing new product extensions and marketing, including Amazon, TJX and Costco-specific SKUs. Introduced pouch packaging, cutting costs 40% and doubling shelf life.
Lead Graphic Designer at Nature’s Heart LLC., Nestlé USA
January 1, 2022 - October 1, 2025Directed U.S. execution of a full rebrand, adapting packaging elements in collaboration with U.K. teams. Led development of product innovations, creating packaging mockups and pitch decks for major retailers. Oversaw creation of digital assets and social campaigns for online retailers, including Amazon.
Senior Packaging Designer at Kavo Kerr Inc.
January 1, 2022 - October 1, 2025Led design and updates for packaging, IFUs, manuals, and labels for global dental devices. Created custom illustrations, 3D diagrams, and layout systems to enhance product instruction. Collaborated cross-functionally with Regulatory, Engineering, and Marketing ensuring compliance.
Lead Graphic Designer at This Saves Lives LLC.
December 31, 2021 - October 1, 2025Directed packaging for new SKUs and Costco collaborations, including the Kid’s Krispy Treats launch. Refreshed packaging and marketing materials for Kids' Snack Bars to meet School Safety Guidelines.
Lead Graphic Designer at This Saves Lives LLC.
January 1, 2021 - October 1, 2025Directed packaging for new SKUs and Costco collaborations, including the Kid’s Krispy Treats launch. Refreshed packaging and marketing materials for Kids' Snack Bars to meet School Safety Guidelines.
Lead Graphic Designer at This Saves Lives LLC.
January 1, 2021 - October 1, 2025Directed packaging for new SKUs and Costco collaborations, including the Kid’s Krispy Treats launch. Refreshed packaging and marketing materials for Kids' Snack Bars to meet School Safety Guidelines.
Senior Packaging Designer at Kavo Kerr Inc.
September 1, 2020 - February 1, 2022Led packaging, manuals, and labels for global dental devices. Created custom illustrations, 3D diagrams, and layout systems to enhance product instructions. Collaborated with Regulatory, Engineering, and Marketing to ensure compliance.
Senior Graphic Designer at Snack It Forward LLC., Sunkist Inc.
December 31, 2019 - October 1, 2025Refreshed packaging for Sunkist Bliss Blends, Trail Mixes, and Fruit Chips, created sell sheets, pitch decks, email campaigns, photographed/retouched food images for packaging, and rebuilt 3D visuals.
Lead Graphic Designer, Packaging & Art Direction at This Saves Lives LLC
May 1, 2019 - February 1, 2021Directed packaging for new SKUs and Costco collaborations, including the Kid’s Krispy Treats launch. Refreshed packaging and marketing materials for Kids’ Snack Bars to meet School Safety Guidelines.
Senior Graphic Designer at Snack It Forward LLC., Sunkist Inc.
January 1, 2019 - October 1, 2025Refreshed packaging for Sunkist Bliss Blends, Trail Mixes, and Fruit Chips, created sell sheets, pitch decks, email campaigns, photographed/retouched food images for packaging, and rebuilt 3D visuals.
Senior Graphic Designer at Snack It Forward LLC., Sunkist Inc.
January 1, 2019 - October 1, 2025Refreshed packaging for Sunkist Bliss Blends, Trail Mixes, and Fruit Chips, created sell sheets, pitch decks, email campaigns, photographed/retouched food images for packaging, and rebuilt 3D visuals.
Senior Graphic Designer at Snack It Forward LLC. (Sunkist Inc.)
January 1, 2018 - March 1, 2019Refreshed packaging for Sunkist Bliss Blends, Trail Mixes, and Fruit Chips. Created sell sheets and pitch decks, developed email campaigns, photographed/retouched food images for packaging, and rebuilt 3D visuals.
Lead Graphic Designer, Brand & Packaging at Nature’s Heart, Nestlé
January 1, 2017 - May 1, 2022Directed U.S. execution of a full rebrand in partnership with the U.K. team, customizing packaging for the U.S. Developed product innovations, packaging mockups, pitch decks, and digital assets for major retailers and online platforms, including Amazon.
Lead Graphic Designer, Brand & Art Direction at Essential Living Foods
July 1, 2011 - May 1, 2022Owned a 150+ SKU brand, driving strategy, art direction, and hands-on execution across packaging, marketing, photography, and tradeshow graphics. Managed design teams and vendors while producing mechanicals, digital assets, and 3D renderings, ensuring quality and scalability across SKUs. Directed post-launch brand evolution, including new product extensions and THX packaging refreshes; introduced pouch packaging, cutting costs 40% and doubling shelf life.
Lead Graphic Designer, Brand & Packaging at Goodson Design
June 1, 2011 - May 1, 2025Led brand and packaging systems across 100+ SKUs and multiple CPG categories (Food & Beverage, Wellness, Sports, Medical, and Tobacco). Directed projects from concept through final production, leading design teams and collaborating cross-functionally to ensure consistency across all touchpoints. Client work includes Moxxy, Flying Embers, Progressive Brands, Terrafertil, Natierra, and Bolthouse Farms.
Visual Effects (VFX) Coordinator at Flash Film Works LLC.
December 31, 2009 - October 1, 2025Managed daily operations for VFX producers and a team of artists, coordinating file deliveries and tracking progress for film productions. Notable Film Credits: Day the Earth Stood Still, The Pacific, Defiance, All About Steve.
Visual Effects (VFX) Coordinator at Flash Film Works LLC.
January 1, 2009 - October 1, 2025Managed daily operations for VFX producers and a team of artists, coordinating file deliveries and tracking progress for film productions. Notable Film Credits: Day the Earth Stood Still, The Pacific, Defiance, All About Steve.
Visual Effects (VFX) Coordinator at Flash Film Works LLC.
January 1, 2009 - October 1, 2025Managed daily operations for VFX producers and a team of artists, coordinating file deliveries and tracking progress for film productions.
Production Designer for Film & TV (Contract) at Various Independent Productions
December 31, 2008 - October 1, 2025Directed set design and visual motifs, collaborating with directors and cinematographers, managing the art department team and budget. Notable Film Credits: The Macabre World of Lavender Williams, The Morgue, Room, Seven Days.
Visual Effects Coordinator at Flash Film Works LLC
January 1, 2008 - January 1, 2009Managed operations tracking for VFX artists’ progress and final file delivery to major film studios.
Production Designer for Film & TV (Contract) at Various Independent Productions
January 1, 2008 - October 1, 2025Directed set design and visual motifs, collaborating with directors and cinematographers, managing the art department team and budget. Notable Film Credits: The Macabre World of Lavender Williams, The Morgue, Room, Seven Days.
Production Designer for Film & TV (Contract) at Various Independent Productions
January 1, 2008 - October 1, 2025Directed set design and visual motifs, collaborating with directors and cinematographers, managing the art department team and budget.
Production Designer for Film & TV (Contract) at Various Production Companies
May 1, 1999 - December 1, 2008Directed set design and visual motifs in collaboration with directors and cinematographers, managing the art department team and budget. Notable credits include The Macabre World of Lavender Williams, The Morgue, Room, and Seven Days.
Education
Bachelor of Science in Communications, Radio Television and Film (Minor in Business Marketing) at University of Texas at Austin
January 11, 2030 - October 1, 2025Associates Degree in Graphic Design & Fine Arts at Los Angeles Valley College
January 11, 2030 - October 1, 2025Bachelor of Science in Communications, Radio Television and Film at University of Texas at Austin
January 11, 2030 - October 1, 2025Associates Degree in Graphic Design & Fine Arts at Los Angeles Valley College
January 11, 2030 - October 1, 2025Bachelor of Science in Communications, Radio Television and Film at University of Texas at Austin
January 11, 2030 - October 1, 2025Minor in Business Marketing at University of Texas at Austin
January 11, 2030 - October 1, 2025Associates Degree in Graphic Design & Fine Arts at Los Angeles Valley College
January 11, 2030 - October 1, 2025Bachelor of Science in Communications, Radio Television and Film at University of Texas at Austin
January 1, 1994 - January 1, 1998Minor in Business Marketing at University of Texas at Austin
January 1, 1994 - January 1, 1998Associate’s Degree in Graphic Design & Fine Arts at Los Angeles Valley College
January 1, 1998 - January 1, 2000Qualifications
Industry Experience
Consumer Goods, Retail, Manufacturing, Media & Entertainment, Professional Services, Healthcare
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
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