Overview:

I led the redesign of Ivim Health’s website, developing a cohesive desktop and mobile experience across the homepage, membership page, and influencer program. The goal was to bring Ivim’s personalized approach to care into its digital experience making the brand feel approachable while helping visitors understand its services, explore membership, and take the next step.

The design balances clinical credibility with warmth, pairing clear information with lifestyle imagery and a more editorial visual direction. Across each page, the experience emphasizes the people, relationships, and ongoing support behind Ivim’s care.

Concept & Execution:

The redesign centers on the idea that care extends beyond a prescription. I translated that positioning into a visual system built around rich pine greens, soft sage tones, warm neutrals, expressive serif headlines, and clean supporting typography. Rounded cards, layered imagery, and generous spacing create a consistent rhythm while making detailed health information easier to navigate.

For the homepage, I designed a card-based entry point that allows visitors to explore weight loss and hormone health alongside featured treatment options. The page then builds on that introduction through patient reviews, clinical proof points, provider profiles, and the company’s founding story. This structure brings together practical information and human connection, helping visitors understand both what Ivim offers and who is behind their care.

The membership page expands on the value of an ongoing relationship with Ivim. I organized the experience around personalized support, the care journey, program comparisons, pricing, and member testimonials. Distinct sections and clear visual hierarchy help explain how membership works and what patients can expect between appointments.

For the influencer program, I carried the same visual language into a more community-focused experience. Creator imagery, partnership benefits, straightforward application steps, and FAQs introduce the program while reinforcing its emphasis on authentic storytelling and individual voices.

Across desktop and mobile, I adapted layouts, content groupings, and calls to action to maintain a cohesive experience at every screen size.

Outcome:

The final designs establish a unified digital direction for Ivim Health, connecting its services, membership offering, and creator community through a consistent visual system.

The result is a website experience that brings greater clarity to a complex offering while expressing the warmth and personal attention central to the brand. Flexible page layouts and reusable design elements provide a foundation for future growth, positioning Ivim as a partner in ongoing health and care.

Overview:

“Built for” is a fully integrated brand campaign for Ivim Health, designed to reposition weight loss and health transformation as something that happens within the context of everyday life—not outside of it. Spanning organic social, paid media, and out-of-home, the campaign highlights Ivim’s individualized, clinically-backed approach while celebrating the real, unfiltered moments where progress actually happens.

At its core, the campaign shifts the narrative from aspirational perfection to lived-in reality. Showing that sustainable health is built through consistency, support, and integration into daily routines.

Concept & Execution:

The concept, “Built for [real life],” centers around the idea that Ivim is designed to meet people exactly where they are—whether that’s in the middle of a busy workday, during family time, or in small, personal moments of progress. The creative system expands beyond “real life” into modular expressions like “Built for movement,” “Built for confidence,” and “Built for support,” allowing for flexibility across channels while maintaining a cohesive voice.

Visually, the campaign embraces documentary-style storytelling natural lighting, candid compositions, and environments that feel authentic and familiar. Rather than staged transformations, the imagery captures in-between moments: cooking dinner, commuting, taking supplements, spending time with family. These vignettes reinforce the idea that health isn’t a separate chapter, it’s woven into everyday life.

On social, the campaign comes to life through scroll-stopping, story-driven content that prioritizes relatability and motion—close-up lifestyle moments, real routines, and concise, benefit-led copy. Paid media executions lean into clear, modular messaging paired with performance-driven creative, while maintaining the warmth and humanity of the brand. Out-of-home extends this narrative with bold, cinematic visuals and confident headlines, bringing scale and presence to the “Built for you” message in real-world environments.

Outcome:

“Built for Real Life” establishes a more human, grounded brand identity for Ivim. One that balances clinical credibility with emotional resonance. By moving away from overly aspirational health narratives, the campaign creates a deeper sense of trust and relatability with the audience.

The flexible “Built for” framework allows for ongoing expansion across channels and messaging pillars, supporting both brand storytelling and performance needs. The result is a cohesive, scalable campaign that reflects how people actually live—positioning Ivim not as a quick fix, but as a sustainable partner in real, lasting change.

Overview:

The FY26 Back to School campaign was a fully integrated seasonal initiative for TJ Maxx, spanning digital, in-store, and social channels. The creative goal was to capture the excitement of a “fresh start” celebrating individuality, self-expression, and confidence as kids and teens head into a new school year.

Concept & Execution:

The concept, “Fresh Start. Big Deals.”, positioned TJ Maxx as the one-stop destination for every kind of student style. From the retro cool kid to the teeny trendsetter. The set was designed around a continuous wall of vibrant red lockers, creating a nostalgic yet modern “school hallway” backdrop that reinforced brand color and energy.

Lighting was soft and even to highlight natural expressions and emphasize the quality and variety of apparel. Each look was styled to represent a distinct personality archetype; sporty, preppy, artsy, and edgy. Showcasing how TJ Maxx empowers individuality through affordable fashion.

Outcome:

The campaign successfully refreshed TJ Maxx’s seasonal identity with an energetic, cohesive look across every touchpoint. The red-on-red set design created strong visual recall, while the inclusive styling and playful tone resonated with families preparing for back-to-school shopping. The result was a unified creative story that felt both nostalgic and aspirational, spotlighting the brand’s value-driven fashion in a way that was modern, expressive, and fun.

Overview:
For the 10-year anniversary of the Out N About boot, we were tasked with creating a fresh, engaging marketing campaign that both reintroduces this beloved product and highlights its updated features. The goal was to celebrate the longevity of the Out N About boot while showcasing how its design and functionality have evolved over time.

Concept & Execution:
The campaign consists of three key components, each designed to resonate with our target audience and bring the Out N About boot into the spotlight in new and exciting ways.

Celebratory Visuals & Messaging:
The first phase of the campaign centers around a bold, celebratory tone to mark the 10-year milestone. Using vibrant, dynamic visuals, we create a sense of joy and nostalgia, while highlighting the Out N About’s enduring popularity. The messaging communicates the boot’s legacy, evoking a sense of occasion, adventure, and timeless style.

Feature Breakdown:
The second phase zooms in on the updated features of the Out N About boot. Through sleek, minimalist design elements and infographics, we break down the product’s core benefits in a visually digestible way. This approach makes it easy for customers to understand the new enhancements—such as improved waterproofing, cushioning, and traction—while positioning the boot as both functional and fashionable.

Seasonal Styling Inspiration:
The final touch showcases the versatility of the Out N About boot. By styling it in various ways for different seasons, we emphasize how the boot seamlessly transitions through year-round use. From winter to spring, we illustrate how this boot complements diverse wardrobes, from casual to chic, making it an essential part of any outfit.

Outcome:
This multi-faceted campaign successfully reintroduces the Out N About boot to both loyal customers and new audiences. By celebrating its 10-year anniversary, emphasizing updated features, and showing how the boot can be styled across seasons, we engage the audience in a way that feels both exciting and informative. The result is a refreshed brand narrative that strengthens customer connection and encourages product consideration.

Overview:
For the 2023 Sorel holiday campaign, I led the creative direction from concept to completion, developing a vibrant, nostalgic campaign that captured the spirit of the season. Inspired by the playful energy of multi-colored Christmas lights and retro holiday nights, the goal was to infuse a sense of fun and warmth into the marketing of Sorel’s iconic footwear.

Concept & Execution:
I was responsible for creating the overarching concept for the holiday campaign, pitching the idea to senior leadership, and then managing the execution through collaboration with both internal and external teams. The concept was inspired by the colorful, festive feel of classic holiday lights combined with retro, joyful vibes reminiscent of vintage holiday commercials. We wanted to create a campaign that conveyed a sense of nostalgia while maintaining a modern, playful energy.

Collaboration with Partners:
Bringing this vision to life involved close collaboration with a wide range of talented individuals. I worked alongside set designers to craft a visually striking environment that reflected the vibrant color scheme and festive atmosphere. A team of photographers captured the energy of the shoot, while hair & makeup artists and stylists helped ensure the talent exuded the retro holiday spirit we were aiming for. Producers coordinated logistics to keep the shoot on track and ensure that all moving parts came together seamlessly.

Campaign Assets:
I designed a full suite of campaign assets to support the holiday theme across multiple platforms. This included:

Social Media: I conceptualized and executed a fun Instagram giveaway to engage followers, amplifying the holiday spirit and increasing brand visibility.

Email Marketing: The design for our holiday email campaigns was centered around the vibrant colors and playful energy of the shoot, making it visually striking while driving conversions.

Digital Ads & Homepage: The visual assets were adapted for both paid digital advertising and the Sorel homepage, ensuring a cohesive and festive user experience across all touchpoints.

Outcome:
The holiday campaign successfully captured the warmth, fun, and nostalgia of the season while showcasing Sorel's stylish footwear in a fresh, engaging way. The playful aesthetic, combined with strategically designed assets, helped drive strong engagement across all platforms. The social giveaway increased interaction with our community, and the campaign's digital ads and emails saw a significant boost in clicks and conversions. This project not only brought the holiday spirit to life but also further solidified Sorel’s position as a go-to brand for both functional and fashionable winter footwear.

Overview:
As part of the ongoing evolution of Sorel's digital experience, I played a key role in redesigning the visual navigation of Sorel.com to create a more intuitive, engaging, and mobile-first user experience. Working closely with cross-functional teams, I spearheaded the redesign initiative, which not only improved the website’s aesthetic appeal but also enhanced user flow and increased conversions—while staying true to the brand’s identity.

Concept & Execution:
The goal of this project was to create a visual navigation system that was both functional and visually compelling, with a focus on mobile-first design principles. I collaborated with business partners, developers, and other stakeholders to propose a redesign that simplified user interaction, making it easier for visitors to browse and shop for Sorel’s footwear while maintaining a cohesive and elevated brand experience.

Mobile-First Design Approach:
Given the increasing dominance of mobile web traffic, I advocated for a mobile-first design strategy that prioritized usability on smaller screens. This shift allowed us to create a seamless, optimized experience for users, making navigation intuitive and reducing friction for customers on all devices.

Redesigning Visual Navigation:
I proposed and led the redesign of Sorel’s visual navigation system, focusing on simplifying the site structure while elevating the overall aesthetic. The new layout made it easier for users to browse by categories, product types, and seasonal collections, while also adding dynamic visual elements to enhance the overall experience. By integrating high-impact imagery and clear, easy-to-read typography, we were able to improve the site’s usability and guide customers toward conversion with greater ease.

Photography Direction:
A critical part of this redesign involved rethinking how product imagery was presented. I concepted and art directed a new photography approach that highlighted the functionality of Sorel’s footwear through dynamic angles and close-up shots. The goal was to give users a better sense of the products' quality, texture, and functionality, capturing the brand’s rugged yet stylish essence. The visuals helped reinforce Sorel’s commitment to both fashion and performance.

Cross-Functional Collaboration:
Throughout the project, I worked closely with product managers and our site team to ensure the new navigation system and photography style aligned with business goals. I also ensured that all visual assets adhered to Sorel's brand guidelines, keeping the design consistent with the brand's bold, adventurous identity.

Outcome:
The redesigned visual navigation system significantly improved the user experience on site. By focusing on mobile-first design, we saw increased ease of navigation, higher engagement rates, and ultimately, a boost in conversions. The fresh photography approach added a dynamic, modern edge to the site, helping to visually communicate the product's functionality and appeal. Overall, this redesign not only aligned with business objectives but also created a more immersive and satisfying online shopping experience that reinforced Sorel’s brand ethos.

Overview:
For Sorel’s Fall Lookbook, I led the design and creative direction of a seasonal campaign aimed at showcasing the brand’s latest footwear collection in a visually captivating and fashion-forward way. Drawing inspiration from the autumn season, the lookbook highlights the everyday wear while showcasing functionality and fashion and the boots. The goal was to create an immersive visual experience that not only highlighted the new collection but also resonated with our style-conscious audience.

Concept & Execution:
The fall collection needed a presentation that captured both the beauty of the season and the brand's core identity of adventure and style. I developed a concept around the natural textures and rich color palette of autumn—think golden leaves, deep earthy tones, and cool, crisp air. This visual storytelling focused on creating a lifestyle vibe that seamlessly integrates the footwear into the daily life of the modern explorer.

Creative Direction & Photography:
Working closely with the photography team, I conceptualized the overall look and feel of the shoot. The images were designed to feel candid and spontaneous, yet polished. Styling the boots with autumnal outfits, ranging from casual streetwear to more elevated outdoor looks. The result was a collection of dynamic, high-quality visuals that told the story of the brand’s connection to both functionality and fashion.

Design and Layout:
I was responsible for designing the entire lookbook, including the layout, typography, and image treatment. The design was clean, contemporary, and minimalistic, allowing the product images to take center stage.

Product Styling:
To highlight the product's functionality and style, I collaborated with stylists to ensure the footwear was styled to perfection. Each shot aimed to showcase the versatility of the boots. The footwear was presented from multiple angles to give customers a complete view, emphasizing its durability, comfort, and fashion-forward design.

Print and Digital Distribution:
Once the lookbook was designed, we produced both print and digital versions. The print edition was intended for use in retail locations, trade shows, and influencer gifting, while the digital version was optimized for Sorel's website, social media platforms, and email marketing campaigns.

Outcome:
The Fall Lookbook successfully captured the essence of Sorel’s fall collection, blending stylish, high-quality imagery with thoughtful design and strategic marketing. The lookbook not only showcased the new footwear line in a visually engaging way but also reinforced Sorel’s position as a brand that seamlessly marries fashion with functionality. The digital and print versions of the lookbook saw high engagement rates. This project reinforced Sorel’s brand identity and provided customers with a compelling, aspirational reason to explore the new fall collection.

Overview:
The Spring/Summer 2023 campaign for SOREL was centered around the theme of forward motion and speed, both as a literal concept and as an overarching design principle. The goal was to create a visually dynamic experience that conveyed the energy and excitement of the new season while showcasing the brand's innovative footwear. My role was to design the website and email executions, ensuring the campaign's theme was carried through from the digital environment to customer engagement.

Concept & Execution:
Drawing inspiration from the themes of movement, adventure, and progression, I developed a design strategy that would visually communicate these ideas. Boldness and energy were at the forefront of the creative direction, with each design element contributing to the sense of forward momentum.

Photography and Visuals:
The campaign’s photography was dynamic and fast-paced, featuring models in motion to evoke a sense of speed and action. The images were designed to be vibrant, highlighting the bold colors of the footwear and creating a contrast with the energy of the models. These visuals served as the cornerstone of the design, providing a strong foundation for all subsequent creative executions.

Typography & Design:
Bold, modern typography played a crucial role in communicating the campaign's theme. The typefaces with sharp angles and a sense of urgency to mirror the fast-paced concept of the collection. The typography was deliberately large and impactful, creating visual tension and balance with the fast-moving imagery. Bright colors, including neon accents and vibrant contrasts, were incorporated into the design to amplify the sense of speed and energy, while maintaining a sophisticated edge that resonated with SOREL’s active, fashion-forward audience.

Website Design:
For the Spring/Summer 2023 collection, I designed the website experience to be as dynamic and immersive as the campaign itself. The layout was clean and minimalist, allowing the bold photography and typography to take center stage. The site was optimized for both desktop and mobile devices, ensuring a seamless and engaging experience for users no matter their platform.

Email Campaigns:
I also designed the email executions for the season, ensuring they were aligned with the same energetic and bold aesthetic. Each email featured impactful imagery and typography, with clear calls to action that invited users to explore the new collection. I used dynamic email templates with strong, bright color palettes and clean layouts that emphasized the speed and excitement of the campaign while driving conversions.

Outcome:
The Spring/Summer 2023 campaign successfully captured the essence of forward motion, translating that energy into both the design and user experience. The bold typography, vibrant colors, and dynamic photography resonated with customers, increasing engagement across both the website and email campaigns. This project not only highlighted the innovation and energy of SOREL’s Spring/Summer 2023 collection but also helped elevate the brand’s digital presence with a fresh, bold, and visually cohesive experience.

Overview:
This shoot marked the second photoshoot in T.J. Maxx's refreshed photo direction, aligning with the brand’s commitment to delivering elevated, aspirational visuals. The Summer 2022 campaign aimed to capture the season’s energy while emphasizing warmth, texture, and the brand's versatile style offerings.

Concept & Execution:
The creative concept centered on creating a vibrant summer narrative using light and shadow to evoke natural, sunlit settings. Textural elements, such as soft fabrics, organic materials, and layered surfaces, were carefully curated to add depth and sophistication. My role involved:

Partnering with set designers to bring visually engaging sets to life.

Creating a detailed shot list tailored to campaign objectives.

Overseeing all stages of planning and art directing on-set creative execution.

Photography & Visuals:
The photography focused on dynamic compositions, with soft, directional lighting playing a key role in creating a warm, inviting atmosphere. Shadows were deliberately incorporated to add intrigue and dimensionality. The visuals balanced a blend of curated styling and natural aesthetics to reflect the approachable luxury T.J. Maxx embodies.

Outcome:
The resulting imagery successfully embodied the carefree yet sophisticated essence of summer, resonating with the target audience. It reinforced T.J. Maxx’s updated visual identity, providing a strong foundation for future campaigns while showcasing the brand as both stylish and attainable.

Overview:
The T.J. Maxx Post-Holiday 2022 campaign celebrated the transition from festive holidays to the fresh start of a new year. This photoshoot aimed to blend bold energy with a reinvigorated sense of style, showcasing versatile wardrobe pieces and home essentials. The goal was to capture a warm yet modern look that resonated with audiences post-holiday.

Concept & Execution:
The creative vision centered around a bold and refreshing aesthetic, combining bright seasonal tones with clean, modern styling. My responsibilities included:

Designing a seasonal look and feel to guide the campaign.

Casting models to reflect the brand’s diverse and approachable identity.

Planning hair and makeup to complement the post-holiday theme with a polished yet relaxed vibe.

Partnering with set designers to execute sets that layered bold and festive elements, reflecting a transitional seasonal feel.

Developing a detailed shot list to ensure comprehensive coverage for both stills and on-figure photography.

Art directing on set to maintain cohesion across all visuals.

Photography:
The imagery featured a mix of lifestyle and product-focused photography. Still shots captured the textures and details of key items, while on-figure photography emphasized movement and wearability. Soft, directional lighting highlighted the warmth of the materials and created a sense of intimacy.

Graphic Elements:
Supporting graphic elements incorporated fun patterns with a bright & bold color palette, and simple typography. These elements reinforced the balance between bold and fresh, tying the visuals together seamlessly for use across digital and print platforms.

Outcome:
The post-holiday campaign successfully bridged the festive season with the promise of a new beginning, resonating with the audience’s evolving needs. It provided versatile, stylish visuals that highlighted T.J. Maxx’s product range while reinforcing its approachable, yet elevated brand identity. The campaign set a new standard for blending seasonal transitions with contemporary design.

Overview:
The Maxx Swap campaign was a dynamic social initiative highlighting T.J. Maxx’s ability to elevate your wardrobe with stylish, affordable pieces. This multi-platform campaign featured partnerships with brands like Freeform, InStyle, Martha Stewart, and People. The goal was to create a cohesive visual identity that stood out in both static and animated formats, driving engagement and brand awareness.

Concept & Execution:
The creative vision revolved around a bold, playful look and feel that embodied the transformative spirit of “swapping” for something better. My contributions included:

Toolkit Design: Developed a versatile visual identity toolkit, featuring bold colors, clean lines, and contemporary typography, tailored to social media and partner platforms.

Logo Design: Designed the Maxx Swap logo to reflect the campaign’s dynamic and upbeat messaging, ensuring it remained impactful across both digital and print formats.

Logo Animation: Art directed the animation of the logo, focusing on fluid, engaging transitions that visually represented the idea of “swapping.” The animation was a centerpiece in collaborations with Freeform, InStyle, Martha Stewart, and People.

Outcome:
The Maxx Swap campaign successfully conveyed T.J. Maxx’s brand value of accessible style through a polished and versatile design system. The logo and animation became key assets that resonated across partner platforms, driving visibility and audience engagement. The cohesive visual identity elevated the campaign's impact and reinforced the brand's innovative approach to affordable fashion.

Overview:
To support T.J. Maxx’s organic social media presence, I developed and implemented photography guidelines for the “Find of the Week” franchise on Instagram. This initiative aimed to create a consistent, visually compelling approach to showcasing unique in-store finds while driving engagement and reinforcing brand authenticity.

Concept & Execution:
The project was centered on creating a polished yet approachable aesthetic that captured the excitement of discovering great deals in-store. Key contributions included:

Guidelines Development: Designed comprehensive in-store photography guidelines, focusing on consistent lighting, composition, and styling techniques that reflect the brand's visual identity.

Content Production: Conducted monthly in-store photoshoots to curate fresh, high-quality content that resonated with the target audience.

Collaboration: Partnered with the social media team to analyze performance metrics, adapting content strategies to align with audience preferences and trends.

Photography:
The photography emphasized natural lighting, clean compositions, and lifestyle-driven framing to make products feel relatable and aspirational. Special attention was given to capturing textures, colors, and details that highlight the quality and appeal of the items.

Graphic Elements:
Minimal graphic overlays, such as product callouts and pricing highlights, were incorporated to enhance storytelling without distracting from the imagery. Typography and brand colors were consistently applied to maintain a cohesive feed.

Outcome:
The “Find of the Week” franchise became a strong performer on T.J. Maxx’s Instagram, with visually engaging content driving higher engagement rates and building excitement around in-store discoveries. The guidelines ensured scalability across teams while maintaining the brand’s polished yet approachable aesthetic.

The Brahmin Holiday Homepage was designed to showcase the brand's seasonal offerings in a way that felt luxurious, festive, and user-friendly. Collaborating with the E-Commerce and Marketing teams, the goal was to create a visually appealing, high-converting homepage that highlighted key products while seamlessly integrating promotional messaging.

Site Design:
The homepage design combined rich holiday imagery with intuitive navigation and thoughtful content placement. Key contributions included:

Product Selection: Partnered with the E-Commerce and Marketing teams to prioritize products for promotion, focusing on seasonal bestsellers and giftable items.

Imagery Selection: Curated and integrated imagery that complemented the holiday theme while aligning with the page’s layout and functionality.

Page Composition: Used Adobe XD for layout design, ensuring an optimal balance between aesthetic appeal and usability. Leveraged Adobe Photoshop to refine images and create polished visuals tailored to web specifications.

Outcome:
The Holiday Homepage successfully blended Brahmin’s sophisticated brand identity with a festive tone. The visually striking design resonated with users, enhancing their shopping experience while supporting the brand’s holiday marketing objectives.

Overview:
As the Creative Lead for Brahmin’s Holiday 2019 Gift Guide, I spearheaded a campaign that combined style and purpose. Partnering with Influencing in Color—a collective of influencers Shay, Meghan, Brandi, and Nikki—the project aimed to inspire holiday shoppers while promoting individuality and social change. The campaign highlighted curated handbag styles tailored to each influencer’s unique aesthetic, creating engaging and meaningful content for the season.

Concept & Execution:
The creative concept celebrated diversity, individuality, and the spirit of giving. Key responsibilities included:

Art Direction: Directed a video and photoshoot in collaboration with Influencing in Color, crafting visuals that reflected each influencer’s distinct style and showcased curated handbag selections.

Collaboration: Worked closely with the influencers to align the campaign with their personal brand while maintaining Brahmin’s aesthetic.

Design Execution: Designed the Holiday Gift Guide landing page, featuring dynamic visuals and user-friendly navigation. Created cohesive email campaigns and social media assets to promote the guide across all digital platforms.

Outcome:
The Holiday Gift Guide resonated with shoppers by combining compelling storytelling with curated product selections. The campaign successfully increased engagement, drove holiday sales, and reinforced Brahmin’s commitment to celebrating individuality and fostering social impact. The partnership with Influencing in Color added authenticity and depth, positioning Brahmin as a brand that values style, substance, and inclusivity.

Overview:
The Topsail Leather Landing Page was designed to introduce and highlight Brahmin’s smooth leather collection, targeting a younger, style-conscious demographic. The challenge was to create a digital experience that felt modern, minimalistic, and aligned with the youthful aesthetic of the Topsail collection while maintaining the brand’s luxurious identity.

Site Design:
The design approach prioritized clean lines, engaging imagery, and intuitive navigation to appeal to the target audience. Key elements included:

Minimalistic Layout: Crafted a sleek, straightforward layout that emphasized the smooth leather texture and contemporary style of the collection.

Modern Aesthetic: Used a neutral color palette with subtle pops of color to enhance visual appeal without detracting from the product focus.

Dynamic Product Showcase: Integrated large product imagery, interactive elements, and concise, compelling copy to engage users and communicate the collection’s unique selling points.

Youth-Oriented Strategy: Leveraged typography and design trends favored by younger audiences, ensuring relevance and relatability.

Outcome:
The Topsail Leather Landing Page successfully attracted a younger demographic, increasing engagement and interest in the collection. Its clean and modern design stood out as a departure from Brahmin’s more traditional croc embossed lathers, demonstrating the brand’s ability to evolve and connect with new audiences while staying true to its quality craftsmanship.

Overview:
I collaborated with the Marketing and E-Commerce teams to shape the seasonal strategy for Brahmin's Instagram feed. The goal was to create a visually cohesive and engaging social presence that aligned with key dates, campaigns, and product inventory, driving awareness and sales through thoughtful content planning and execution.

Concept & Execution:
The approach balanced aesthetics with strategic product promotion, ensuring the feed resonated with the brand’s audience. Key contributions included:

Seasonal Planning: Developed a social feed strategy for each season, taking into account campaign launches, promotional calendars, and inventory priorities.

Collaboration: Worked closely with cross-functional teams to determine high-priority products for social promotion, aligning visuals with marketing objectives.

Feed Design: Designed a visually cohesive Instagram feed by integrating product highlights, lifestyle imagery, and key messaging in a way that felt polished and aspirational.

Outcome:
The curated Instagram feed drove engagement, increased visibility for key products, and reinforced Brahmin’s brand identity. The strategic alignment of content with seasonal priorities helped ensure campaigns were both timely and effective, strengthening the brand's connection with its audience.

Overview:
The Brahmin Handbags Winter Collection email templates highlighted the season’s new arrivals, focusing on the collection’s unique colors and exquisite handcrafted details. The goal was to create visually compelling emails that would captivate the audience and drive engagement and conversions.

Concept & Execution:
The design approach emphasized the elegance and craftsmanship of the Winter Collection while aligning with the brand’s polished aesthetic. Key contributions included:

Clean and Elegant Layouts: Utilized a minimalist design approach to allow the products to take center stage, with ample white space to enhance visual appeal.

Responsive Design: Ensured all email templates were fully responsive, providing an optimal viewing experience across various devices and screen sizes.

Seasonal Palette: Incorporated a winter-inspired color palette that complemented the product colors, using shades that evoked warmth and sophistication.

Elegant Typography: Selected refined fonts that enhanced readability and aligned with Brahmin’s brand identity, ensuring a harmonious balance between text and imagery.

Engaging CTAs: Strategically placed CTAs encouraged recipients to explore the collection, visit the website, and take advantage of seasonal promotions.

Outcome:
The Winter Collection email templates effectively highlighted Brahmin’s craftsmanship and seasonal palette, resulting in strong click-through rates. The combination of strategic product photography and polished email design reinforced Brahmin’s reputation for quality and sophistication while driving excitement for the collection.

Overview:
The NewStore flyer was designed as a strategic communication tool to inform retail customers about the platform's offerings and capabilities. It served as a takeaway following a NewStore demo, helping reinforce key points and leaving a lasting impression on potential clients. The goal was to present complex information in a visually compelling and easily digestible format, ensuring clarity and engagement.

Concept & Execution:
The design focused on blending functionality with an aesthetic that resonated with NewStore’s innovative and forward-thinking brand identity. Key elements included:

Front Design:

Highlighted NewStore's core value propositions with concise, impactful messaging.

Incorporated modern, clean visuals that aligned with the company’s branding and communicated professionalism.

Back Design:

Simplified complex information into clear, visual representations, including infographics, icons, and charts to enhance understanding.

Used a well-structured layout to guide readers through the content in a logical and engaging way.

Typography & Color Palette:

Chose a sleek, sans-serif typeface for readability and modernity.

Employed a brand-aligned color scheme to maintain visual consistency and emphasize key points.

Outcome:
The NewStore flyer successfully bridged the gap between a high-level demo and detailed take-home material. Its clear design and approachable content made it an effective resource for educating retail customers on NewStore’s offerings. The flyer enhanced post-demo engagement, supporting sales efforts and solidifying NewStore's image as a leader in retail technology solutions.

Overview:
The NewStore website re-design was a pivotal project aimed at redefining how the world perceives the NewStore brand. Collaborating closely with the marketing team and CEO, the project’s goal was to create a fresh, modern, and minimalistic website that effectively communicates NewStore’s omnichannel retail solutions. The redesign focused on visually breaking down complex information while showcasing the platform's seamless integration of in-store, online, and mobile shopping experiences.

Concept & Execution:
The re-design prioritized clarity, user experience, and an elevated visual identity that reflected NewStore’s innovative positioning in the retail technology space. Key contributions included:

Defining Brand Presentation:

Established a cohesive visual direction that aligned with the company’s mission to simplify retail operations while enhancing customer experiences.

Emphasized clean, minimal design to position NewStore as a forward-thinking and approachable brand.

Simplifying Complexity:

Structured the website to present detailed product capabilities and omnichannel offerings in an intuitive, digestible manner.

Used strategic layouts, icons, and infographics to visually explain complex solutions, making the content more accessible to a broader audience.

Responsive Design:

Designed with adaptability in mind, ensuring a seamless user experience across desktop, mobile, and tablet devices.

Highlighting Key Features:

Dedicated sections to showcase NewStore’s ability to integrate in-store, online, and mobile shopping seamlessly, reinforcing its value proposition.

Incorporated engaging visuals and concise copy to emphasize platform benefits and use cases.

Outcome:
The NewStore website re-design successfully elevated the brand’s digital presence, delivering a polished and engaging platform that effectively communicated its offerings. The updated site enhanced user engagement, supported lead generation, and solidified NewStore’s reputation as a leader in omnichannel retail technology.

Overview:
The NewStore Single Page Checkout design was created to showcase the platform's robust order management capabilities. This feature emphasizes positioning the retail store as the central hub of the brand experience, offering a seamless checkout process with flexible omnichannel fulfillment options, including on-demand delivery and buy online, pick up in-store (BOPIS).

Concept & Execution:
The design focused on simplifying the checkout experience while highlighting the variety of fulfillment methods available through the NewStore platform. Key design decisions included:

Streamlined Layout:

Developed a single-page checkout interface that minimizes friction and enhances user experience by consolidating all necessary steps into one intuitive view.

Focused on clarity and usability, ensuring the design caters to both in-store associates and online shoppers.

Fulfillment Options Integration:

Highlighted omnichannel capabilities such as on-demand delivery, BOPIS, and ship-to-home options, making them easily accessible and visually distinct within the interface.

Used icons and concise labels to communicate the benefits and convenience of each option.

User-Friendly Design:

Leveraged a clean, modern aesthetic with responsive design elements to ensure seamless functionality across devices.

Incorporated visual hierarchies and clear call-to-actions to guide users through the checkout process effortlessly.

Outcome:
The Single Page Checkout design successfully demonstrated NewStore’s commitment to enhancing the retail experience with intuitive, customer-first solutions. The design effectively showcased the platform's flexibility and ability to integrate multiple fulfillment options, reinforcing its value as an omnichannel retail leader.

Overview:
The 1PT Alcohol Infusions packaging design was developed to introduce a unique product that bridges the worlds of tea and alcohol. The goal was to create a cohesive look that reflects the infusion process while aligning with the minimalistic and clean branding of Teroforma. The packaging highlights the sophistication and ease of enhancing spirits to create gourmet cocktails with depth and complexity.

Concept & Execution:
The design concept centered on blending elements of tea and alcohol to create a visual identity that is both approachable and premium. Key contributions included:

Brand Consistency:

Maintained the clean, minimal aesthetic characteristic of Teroforma, ensuring the new packaging seamlessly integrated with the brand’s overall visual identity.

Used a restrained color palette and elegant typography to convey sophistication and simplicity.

Visual Storytelling:

Developed packaging elements that visually represented the infusion process, using subtle tea and spirit-inspired motifs to bridge the two worlds.

Highlighted the product’s versatility in creating elevated cocktails, with icons or supporting copy that emphasized ease of use and flavor enhancement.

Functional Design:

Ensured packaging was user-friendly and informative, clearly communicating the steps of the infusion process and the gourmet quality of the product.

Integrated a balanced layout that included clear branding, product information, and design accents to create a visually appealing and functional package.

Outcome:
The 1PT Alcohol Infusions packaging successfully captured the essence of the product, resonating with both tea enthusiasts and cocktail connoisseurs. The design effectively communicated the innovative nature of the infusions, reinforcing Teroforma’s reputation for clean, thoughtful branding. The cohesive and elegant aesthetic helped position the product as a must-have for those seeking to elevate their cocktail experience.

Overview:
The Chill Shot packaging was designed to showcase a sleek and innovative product inspired by the brand’s iconic whiskey stones. This set of two stone shots offers a unique way to quickly chill spirits, combining function and sophistication. The packaging needed to communicate the product’s practicality and elegance while maintaining consistency with the brand's established minimalistic and clean aesthetic.

Concept & Execution:
The design highlighted the innovative nature of the Chill Shot while staying aligned with the brand's visual identity. Key features included:

Product Showcase:

Emphasized the unique functionality of the non-porous stone cups that chill drinks quickly and create ice crystals as spirits cool from the outside in.

Included imagery that visually captured the chilling effect and the minimalist elegance of the cups.

Fresh Look & Feel:

Balanced modern typography with clean, spacious layouts to ensure a sophisticated yet approachable presentation.

Brand Alignment:

Maintained consistency with the brand’s aesthetic by mirroring design elements from the whiskey cubes packaging, such as typography, iconography, and subtle graphic treatments.

Included concise, engaging copy to highlight the product’s benefits, such as its dishwasher-safe convenience and space-saving design for easy freezer storage.

Outcome:
The Chill Shot packaging successfully captured the product’s innovative and functional qualities, creating an enticing and premium look that resonated with consumers. Its cohesive design reinforced the brand’s reputation for creating thoughtful, high-quality products while enticing customers to explore this unique addition to their collection.

Overview:
The Teroforma website re-design focused on modernizing the brand’s digital presence while ensuring visual and functional consistency with the Teroforma Wholesale website. The goal was to create a minimalist yet informative shopping experience that balanced aesthetics with usability, enabling consumers to easily navigate and discover products.

Concept & Execution:
The re-design emphasized clean, modern design principles while addressing the need for a streamlined user experience. Key aspects included:

Consistent Branding:

Maintained alignment with the Teroforma Wholesale website, using consistent typography, color palettes, and design elements to reinforce the brand’s identity.

Minimalist Design:

Focused on simplicity and elegance, ensuring the website retained a minimalist feel while delivering key product details.

Used ample white space, clean layouts, and intuitive navigation to highlight products.

Information Hierarchy:

Designed layouts to provide the right amount of product information at each stage of the user journey.

Integrated concise product descriptions, clear imagery, and strategically placed call-to-actions to enhance the shopping experience.

User-Friendly Interface:

Developed a responsive design to ensure the website performed seamlessly across desktop, tablet, and mobile devices.

Outcome:
The updated Teroforma website successfully balanced a minimalist aesthetic with functional depth, delivering an engaging and efficient shopping experience. The redesign enhanced brand consistency, improved usability, and strengthened the connection between consumer and wholesale platforms.