Black background with the word 'DESIGN' dissolving to 'DIGITAL' in white, bold letters in the center.

Diana Picariello is a multi-hyphenate Creative Director and Digital Strategist.

With 15 years of experience spanning design and analytics, plus a background in psychology and front-end web development, Diana transforms brands into growth engines by combining strategic insights with high-impact, channel-targeted creative execution.

She is consistently recognized for her dynamic, mentorship-driven leadership style, which has helped her build high-performing creative marketing teams at agile startups, marketing agencies, and Fortune 500 enterprises.

Brand experience

featured case studies

BrILLI WELLNESS LIGHTING

Creative direction and digital strategy for a venture-backed leader in healthy lighting that propelled the startup forward to achieve:

$24M record annual revenue
Retail and e-tail partnerships with Target
Media coverage from Fast Company, Forbes, People Magazine, and more.

View all Brilli Wellness Circadicase studies →

A desk with a MacBook Pro laptop displaying a website about energy-efficient lighting and a smartphone showing the same website, with a large potted plant in the background near a window.

A box of Brill Charge Up 75W light bulbs against a blue background.

A woman with curly hair in a denim outfit sitting on a kitchen counter holding a bowl of green grapes and smiling, with a kitchen backsplash, plants, and kitchenware in the background.

Sony PlayStation + Visa

Landing page strategy and design direction for Sony PlayStation’s Visa program that bridged the gap between gamer behavior and credit card reward structures to deliver:

Millions of impressions and significant YoY growth in cardholder acquisitions
100% alignment with Sony PlayStation’s brand, core customer demographic, and financial compliance guidelines
Editor rating of 4.7/5 on WalletHub.

View the Sony PlayStation case study →

Promotional graphic for PlayStation credit card rewards, featuring a white PlayStation 5 controller and a blue PlayStation Visa card, with text about earning 10x points on purchases, valid until January 18, 2026.

Smartphone displaying a PlayStation Visa credit card offer with a PlayStation controller and credit card image on the screen.

A digital interface displaying a selection of PlayStation Visa cards with different game or character themes, arranged horizontally. The cards include images from various popular video games, and there is a button labeled 'Apply now' below the cards.

Pathfinders Marketing Agency

Digital transformation of an established marketing agency’s website and email marketing that resulted in:

125% more leads in the first year of launch (2025)
Increased digital share-of-voice by 40% through next-generation search (SEO and AEO) enhancements
Better-than-benchmark email open and click-through rates (15% OR, 4% CTOR).

View the Pathfinders Agency case study →

Laptop displaying a website with the text 'Work hard. Rest hard.' and black and white images of people working."

Naturally Fresh Cat Litter

Digital strategy and creative direction for a sustainable cat litter brand that helped to deliver:

1,820% year-over-year increase in email subscribers (2024)
16% average email open rate (2024)
12% increase in web engagement rate following the launch of the new site in 2025.

View the Naturally Fresh case study →

Computer screen displaying a website for a cat odor control product called Naturally Fresh Ultra Odor Control, with a packet of the product and a litter box on the screen. The desk has a white mug, a plant, a bottle, and a small white frame, with a white chair in front.

Walmart & Lucidity Lights

Packaging redesigns for Walmart’s Better Homes & Gardens and Mainstays brands that:

Connected the retail shopping experience to the digital shopping experience
Unlocked dynamic retargeting advertising capabilities
Removed typical barriers to purchase, moving customers from the consideration to the conversion stage

View the Walmart & Lucidity Lights case study →

Bright Clean Antimicrobial LED Lighting

Brand strategy, identity, naming, and mobile app product management for a ground-breaking anti-microbial LED product. These initiatives helped to secure the brand: