When you think of deodorant, you may not think “fun” and “sexy,” but a quick look at Native’s packaging and displays might change your mind. Croft is challenging perceptions of how consumers view personal care products through her work at Native, formerly a DTC brand. She recently redesigned the artwork on Native’s body wash for retail, which showed strong sales in its first few weeks post-launch. Croft also pitched, designed and led the strategy behind Native’s Holiday Bake Shop, its 2020 holiday campaign in U.S. Target locations, which, according to the Target team, was one of its “best performing programs” last year. Native also was the first plastic-free deodorant ever on Target shelves. Through Croft’s work as Creative Director, her innovative concepts and designs delight buyers and customers alike.
PROUDEST ACHIEVEMENT OF THE PAST YEAR
I am most proud of the Jungalow brand partnership, which started with a genuine love for the brand. I had always looked at founder Justina Blakeney for creative inspiration, and now I had the opportunity to work alongside her on a creative project. The packaging and creative storytelling at retail was huge, and I couldn’t be prouder of the work.
A PIECE OF MEDIA THAT INSPIRED ME RECENTLY
: I have always loved Nora Ephron’s movies and recently started diving into her books. I think she is a fantastic storyteller, and at the root of anything creative is storytelling. I find her very inspiring and also humorous. One of her quotes that I read recently stayed with me and has been a helpful reminder to embrace uncertainty: “What are you going to do? Everything, is my guess. It will be a little messy, but embrace the mess. It will be complicated, but rejoice in the complications.”
FUN FACT ABOUT ME
I attended art school on a golf scholarship without ever having played a game.
