Diana Picariello is a multi-hyphenate Creative Director, Brand and Digital Strategist.
With 15 years of experience spanning graphic design and performance analytics, a background in psychology and front-end web development, Diana is uniquely experienced to transform brands into growth engines by combining strategic insights with high-impact, channel-targeted creative execution.
She has also been consistently recognized throughout her career for her player-coach, mentorship-driven style of leadership. She has built and developed 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 their healthy lighting products 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, the following case studies explore how I propelled the venture-backed startup’s line of circadian wellness products into 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.
In this project, I led the creative strategy and digital design team that transformed the PlayStation Visa into a high-value loyalty tool. We architected a digital narrative that accelerated discovery, clearly communicated the benefits, and increased cardholder acquisitions.
This case study explores how we connected financial services marketing with gaming culture through audience-targeted content and visual storytelling.
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 next-generation search strategies, including SEO and Answer Engine Optimization (AEO), we expanded the agency’s digital share-of-voice by 40% in the first year.
As Creative Director for the web and email redesigns, I implemented a differentiated, mobile-first design system that cut through the B2B noise. This audience-targeted approach delivered a 125% increase in inbound leads (2025), proving that sophisticated design and advanced search strategies are primary drivers for B2B growth.
Naturally Fresh Cat Litter
To elevate Naturally Fresh within the competitive sustainable pet market, I led a digital-first strategy and creative overhaul centered on community building and educational storytelling. Our goal was to transform a high-performance utility into a sustainable lifestyle brand that resonated with the modern, environmentally aware pet parent.
This transformation included designing a modern, mobile-first web experience complete with an IA restructuring and migration to WordPress, and a value-driven email program designed to nurture long-term loyalty, ultimately driving a 1,820% increase in email subscribers and a 12% lift in digital engagement.
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. My strategy was to translate the optimal UX of digital shopping to the physical retail experience, transforming static packaging into a dynamic tactic.
This packaging design strategy included implementing connected and customer-focused enhancements, including QR codes to “Learn more” online, detailed product dimensions, and product feature callouts, which also unlocked dynamic retargeting capabilities. While I provided the strategic vision, the project was expertly executed by Andrea Erekson.
This initiative was a key driver 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 LED 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.
