Electrada is an electrification infrastructure company helping fleets transition to cleaner, scalable energy systems. As it expanded, it needed a more cohesive brand and design foundation to align product, marketing, sales, and executive communications and support its next phase of growth.

I led brand and design across the organization, partnering with the CMO and founders to develop a unified brand and design system that could scale across teams and channels. This included building and leading a remote, agile team of design and technical specialists, establishing more efficient creative workflows, and introducing AI-enabled processes to improve consistency and output. I also led website strategy and design, improving traffic and engagement through stronger UX, content structure, and performance optimization, while directing integrated creative across digital campaigns. The result was a more aligned, scalable brand platform that expanded owned media channels, increased creative throughput, and strengthened Electrada’s presence across key touchpoints.

Role / Creative Director, Design Lead
Deliverables / Brand Strategy & Design System, Website Strategy & Design, Campaign Creative, Sales Enablement, Design Operations

For more than 90 years, Scholastic has been one of the most trusted brands in education and children’s publishing, reaching more than 90% of schools in the U.S. I was engaged to rebrand one of its core properties, uRule, and to lead the design and development of multiple co-ventures with partners including Columbia Pictures, NJ American Water, The Life Foundation, and The Institute of Medicine.

As part of the uRule online space, kids could customize their page with content they cared about, from favorite books to sports and music. Scholastic wanted the core brand elements to be user-editable, so we created a flexible identity system built around a customizable “U” within the logo lockup. This ever-changing logo keeps things fresh, fun, and creative by involving the user in the brand experience. We also developed targeted campaigns that helped partners build brand awareness while giving teachers and parents valuable educational resources through websites, games, contests, and digital and print materials. The work increased brand awareness and drove stronger activation metrics, including site visits, click-throughs, and downloads.

Role / Creative Director, Designer
Deliverables / Website Design & Development, Digital and Print Design, Digital Marketing

Founded in 1933 at the request of Albert Einstein and now active in over 40 countries, the International Rescue Committee responds to the world’s most urgent humanitarian crises, helping people survive, recover, and rebuild their lives. As the organization looked to better engage a younger generation of supporters, my team was brought in to help evolve GenR (Generation Rescue), IRC’s young-professionals initiative.

I was engaged to evolve the “GenR” (Generation Rescue) initiative to address that challenge. This included developing the GenR brand identity and strategy, designing digital and print marketing assets, and producing experiential and event materials for the annual GenR fundraiser. The result was increased annual membership and a strong portfolio of assets that became a template for future GenR campaigns, fundraisers, and events around the world to ensure IRC’s viability for future generations.

Role / Creative Director, Brand Strategist, Content Development
Deliverables / Brand Development, Email Marketing, Print & Collateral Design, Experiential Design

Founded more than 40 years ago, 5Rhythms is a global movement with over 500 teachers and tens of thousands of members across 41 countries. A form of moving meditation — think yoga meets Burning Man meets Zumba — it helps people connect with their spirituality while expressing themselves through movement.

While the community’s diversity and creativity have always been core strengths, Gabrielle Roth, 5Rhythms’ late founder, wanted a more concise and cohesive identity, message, and platform to support its global growth. I helped codify her vision and evolve the 5Rhythms brand, strategy, and digital presence. This included designing brand assets across 12 languages, developing brand architecture and guidelines, and creating a web platform for teachers and members. The result was increased website traffic and engagement, along with brand and digital platforms that could evolve and scale with the growing 5Rhythms community.

Role / Creative Director, Brand Strategist, Content Development, UX Designer
Deliverables / Brand Strategy & Development, Brand Guidelines, Website Design & Development, Copywriting, UX Design

After breaking into the mainstream in 2008 by winning MTV’s America’s Best Dance Crew, Jabbawockeez became one of the world’s most recognizable dance crews. With a long-running Las Vegas presence and performances ranging from the NBA All-Star Game to the Billboard Music Awards with Taylor Swift, the group set out to expand into new markets and categories, including music, merchandise, and media.

To support that vision, my team developed a rich brand identity system and sales deck with core messaging and guidelines to help the crew tell their story and build a more scalable brand platform. Since then, Jabbawockeez has continued to grow its live entertainment footprint beyond Las Vegas while expanding into music, merchandise, and media.

Role / Creative Director, Designer
Deliverables / Brand Strategy & Development, Brand Guidelines, Website Design, Marketing Materials, Copywriting

Orlando Pita is a renowned hairstylist whose work has shaped runway and editorial beauty for more than 30 years. His looks have appeared in Italian, French, and American Vogue, Allure, and W, and his product line was developed to bring salon-quality performance to a broader audience through retail channels including Ulta and Costco.

I was brought in to help evolve the brand, expand the product line, and launch the company’s e-commerce initiative. This included overseeing the design and development of the website, building out the e-commerce team, and coordinating packaging, fulfillment, and customer service to create a stronger end-to-end user experience. The result was a more compelling e-commerce platform that helped position the brand for an increasingly omnichannel retail landscape.

Role / Creative Director, E-Commerce Lead
Deliverables / Brand Strategy & Development, E-Commerce Website Design & Development, Packaging & Product Design

Mainspring Legal was the parent company of Lateral Link, Cadence Counsel, and Bridgeline Solutions, bringing together a range of legal talent services spanning law firm recruiting, in-house and project counsel, and flexible legal staffing. As the organization expanded, it needed a clearer brand architecture and a more cohesive system across marketing, digital, and internal platforms.

I was engaged to help develop the brand architecture, design brand identities and assets, and oversee the strategy and execution of core marketing, advertising, and digital initiatives, including corporate websites and internal platforms. The result was a more unified and scalable brand system, increased website traffic and activations, and the successful launch of a new service offering that supported strong business growth.

Role / Creative Director, Brand Strategist, Product Manager
Deliverables / Brand Strategy & Identity, Marketing, Product Strategy, Web Design & Development