Diana Picariello is a multi-hyphenate Creative Director and Brand Strategist.
With over 15 years of experience in design, analytics, and marketing, Diana is known for combining strategic insights with high-impact, channel-targeted creative execution.
Throughout her career, she has also been consistently recognized for her coach-and-mentor leadership style, 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 market.
Sony PlayStation + Visa
Credit cards are often viewed as transactional tools, but for this financial marketing campaign for Sony PlayStation’s Visa card, we saw an opportunity to integrate rewards into the gaming experience.
I led the digital team in a redesign that wowed Sony; informed by consumer interviews, competitor and market research, “gamified” Sony content, and next-gen search strategies.
Pathfinders Marketing Agency
I led a talented cross-functional team in the reimagining of the 47-year-old agency’s growth strategy, website, and email ecosystem.
Through an audience-informed omnichannel content strategy, differentiated site design, and next-generation search optimizations, we increased leads by 125% and digital share-of-voice by 40% within the first year.
Naturally Fresh Cat Litter
To elevate Naturally Fresh within the competitive pet market, I led the team in a digital-first brand refresh centered on building brand awareness through educational storytelling; focused not just on the environmental benefits of the product, but also on ways they could be a better “pet parent” too.
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.
For Joss & Main, I collaborated with the Editorial and Copy teams to strategize methods of addressing promotional email fatigue.
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 a 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 (known as phygital design).
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, including end-to-end website redesign, search, and content strategy.
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.
