Michael Dobson

Brand Identity System

Role — Creative Director & Brand Architect · Scope — Identity, Architecture, Guidelines, Investor Materials

Verb was five verticals wearing five faces. I built the masterbrand and the architecture beneath it — lockups, governed color logic, documented clear space and photography — so teams in 60 countries could produce on-brand work without design in the loop. One parent, five verticals, no drift. Carried through the Nasdaq IPO and the Shopfest platform launch: 100+ brand partners onboarded, with a TikTok integration reaching 150M U.S. users.

One Brand, Three Businesses

Role — Creative Director · Scope — Identity, Rebrand, Guidelines, Sales Materials, Event & Set Design

MARKET.live changed what it was three times — livestreaming platform, TikTok-native selling platform, creative agency. I built the identity and owned it through every turn: flexible enough to speak to platform users, then sellers, then enterprise clients, without starting over each time the business did. Then I carried it into physical space — the MARKET × TikTok Shop takeover, the MARKET × Jeep creator series, studio buildouts — environments designed to read on camera first, because that's where the audience actually is. 100+ influencer and creator activations.

Social Commerce Flagship

Role — Creative Director · Scope — Packaging, Bundles, Influencer Kits, Event Identity, Campaign

The problem: a creator-led brand entering TikTok Shop, where packaging has to do the selling in a feed — no shelf, no salesperson, just a phone screen and someone else's camera.

The system: packaging and bundle architecture built to convert in a feed, survive an unboxing video, and look right in a creator's kitchen — then extended into physical activations, seasonal launches, and photo moments where every surface is designed to end up in someone else's content.

The outcome: FlavCity became the #1 food & beverage brand on TikTok Shop, with six-figure sales in a single LIVE event.

TikTok Shop Packaging

Role — Creative Director & Designer · Scope — Packaging, Copy, Print Production

"This isn't beef." Launch and influencer kits for Chomps' chicken line — Chicken has entered the chat — plus sticker-bomb mailers designed for the unboxing video, not just the doorstep. Copy, structure, and print production end-to-end.

Experiential Unboxing

Role — Creative Director & Designer · Scope — Concept, Character System, Copy, Structure

A dating-app parody for dates. "You've got four dates waiting…" — rainbow gradient mailer, four Date Sour characters with profile cards, and a rate-your-dates scorecard. Packaging as entertainment, built to be filmed.

Influencer Box & Custom Deck

Role — Creative Director · Scope — Deck Design, Illustration Direction, Packaging

A full custom tarot deck for Zapp's — Mardi Gras mysticism, chip-lore arcana, gold-foil detail — packed into an influencer box that turned a snack drop into a reading, opened and read live on camera.

Kits & Lifestyle Catalog

Role — Creative Director · Scope — Kit Packaging, Catalog, Print Production

Kit packaging and catalog systems for the world's largest essential-oil brand — Duet diffuser launch packaging and the SEED welcome catalog. Kit design that generated $4M+, sustaining ~$1M annually for four consecutive years.