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, development, and analytics, along with a background in behavioral psychology, Diana transforms brands into growth engines by combining strategic insights with high-impact creative execution.

She has consistently been 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 Brilli Wellness case 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.

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: