GoodRx: The Savings Wrangler

As Creative Director, I led a full brand refresh and evolved GoodRx’s brand strategy—shifting our archetype from The Advocate to The Fearless Ally, a bolder and more human expression of the brand. The goal was to move beyond education-driven awareness and create a campaign that was witty, confident, and memorable—something that would truly stick with people when they’re standing at the pharmacy counter.

That idea came to life through The Savings Wrangler, a sharp-tongued cowgirl (and her sidekick, Dusty Pete) who rides into the “Wild West” of prescription pricing to help people save with confidence. In partnership with Ad-Like Objects and &Walsh, I directed a new visual system and oversaw a fully integrated rollout across TV, streaming, digital, social, OOH, experiential, CRM, and B2B—creating a bold, connected brand experience that made GoodRx impossible to miss. I also co-led a campaign photoshoot with Zachary Scott, defining the Wrangler’s distinctive look, world, and tone across every touchpoint.