Diana Picariello is a multi-hyphenate Creative Director, Brand and Digital Marketing Strategist.
With over 15 years of experience in design, analytics, and digital marketing, Diana is known for her ability to combine strategic insights with high-impact, channel-targeted creative execution.
Throughout her career, she has consistently been recognized for her “coach and mentor” approach to leadership, successfully building high-performing creative teams at agile startups, marketing agencies, and Fortune 500 enterprises.
Brand experience
featured case studies
BrILLI WELLNESS LIGHTING
As the founding Creative Leader of venture-backed startup Brilli Wellness Lighting, I was tasked with a unique challenge: making the invisible science behind healthy lighting essential and accessible to the modern home.
From architecting the brand’s visual DNA through omnichannel creative direction to securing a 1,500-store rollout at Target, these case studies explore how I led a talented team in bringing the venture-backed startup’s wellness products to the mass market.
Sony PlayStation + Visa
Credit cards are often viewed as transactional tools, but for this PlayStation and Visa campaign, we saw an opportunity to integrate rewards into the gaming experience.
I led the creative strategy and digital design team in a full funnel transformation of the PlayStation Visa digital experience.
We connected financial services marketing with gaming culture through audience-targeted content and visual storytelling across search, email, and web channels, accelerating discovery and increasing cardholder acquisitions through a branded, “gamified” experience.
Pathfinders Marketing Agency
I led the digital transformation of Pathfinders Advertising, modernizing the legacy agency’s growth strategy across its web and email ecosystems.
By integrating innovative design and next-generation content and search strategies, I led the digital team in successfully expanding the agency’s digital share-of-voice by 40% and increasing leads by 125% within the first year.
Naturally Fresh Cat Litter
To elevate Naturally Fresh within the competitive pet market, I led a digital-first brand refresh centered on building brand awareness through community building and educational storytelling.
Our goal was to transform cat litter into an essential, sustainable lifestyle product by connecting with environmentally aware pet parents.
This transformation included a comprehensive website redesign and content strategy, and a value-driven email program to nurture brand loyalty.
Joss & Main
I led the digital creative and marketing for Wayfair’s lifestyle portfolio of brands, managing a multidisciplinary team to drive cross-channel growth.
At Joss & Main, I collaborated with Editorial and Copy teams to remedy promotional email fatigue with a value-driven "trend and style" strategy that better aligned with Joss’ brand persona.
Utilizing customer insights and modular design systems, we tested and launched an entirely new creative content framework that boosted engagement, preserved brand equity and profit margins, and was scaled across all digital touchpoints, helping to acquire and retain 6M active email subscribers.
Walmart & Lucidity Lights
As VP of Brand & Creative at Lucidity Lights, I led the strategic packaging redesign for Walmart’s Better Homes & Gardens and Mainstays brands. Our approach was to translate the optimal UX of digital shopping to the physical retail experience, transforming static packaging into a dynamic tactic.
To achieve this, we implemented detailed product dimensions, product feature callouts, and QR codes to “Learn more,” which unlocked dynamic retargeting capabilities. While I provided the strategic vision, the design and imagery were expertly executed by Andrea Erekson.
This initiative was key in delivering a record-breaking $24M in annual revenue for Lucidity Lights.
Troyer Architectural Group
To elevate the brand presence of Troyer Group, a premier architectural firm in business for over 50 years, I led a digital transformation encompassing end-to-end website redesign, search, and content strategy.
The clients’ goals were to modernize and humanize their brand for a new era of growth. My approach centered on responsive design, vibrant, human-centric imagery, and next-gen search content optimizations to capture, engage, and convert high-intent commercial and residential prospects.
With this approach and a talented team of designers, copywriters, and developers, we built a lead-generation engine that significantly exceeded client goals, with a 233% year-over-year increase in leads, a 19% lift in organic search traffic, and a 27% boost in overall website engagement (2025).
Bright Clean Antimicrobial Lighting
I led the end-to-end strategy and development for Bright Clean, a rebranding and relaunch of a category-defining anti-microbial LED lighting technology.
Beyond naming and visual design, I oversaw the creation of a first-of-its-kind mobile application for the new product, ensuring the hardware’s “clean” technology was matched by an equally clean UI/UX. This was achieved with exceptional design by Sammy Sullivan, our lead graphic designer.
The Bright Clean rebranding and accompanying mobile app were instrumental in translating complex technology, accessible functionality, and proven efficacy into a compelling consumer-facing narrative.
This work secured nationwide retail distribution at Home Depot and Lowe’s, and earned the prestigious Clean House Product Award from Better Homes & Gardens.
