Rob’s Backstage

Rob’s Backstage blends tradition with innovation, evolving from a backstage favorite into a shared indulgence. When I joined, it was sold only on Jonas Brothers tours. With the team, we built its online presence, launched collaborations with Kelly Clarkson, Kygo, Priyanka Chopra Jonas, and Paramount’s Mean Girls, and expanded into stores nationwide. In 2024, I led the design rebrand, overhauling the packaging, website, and visual identity to bring Rob’s magic to a much larger audience.