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

(RED)Wire was an online music magazine and digital music service created as part of the broader (RED) initiative founded by Bono and Bobby Shriver. Through exclusive music and editorial content, the platform helped generate funding for the Global Fund’s HIV/AIDS programs in Africa. As part of the wider (RED) model, partner companies contributed through designated products and services that activated corporate giving to the Global Fund.

I was engaged to help define the UX for the music app and create design concepts for the music download site and marketing campaign. The result was a series of engaging, beautifully designed experiences across multiple touchpoints that helped music fans discover, follow, and purchase music from top and emerging artists while supporting the fight against HIV/AIDS.

Role / Creative Director, Designer
Deliverables / Website Design, UX Design, Marketing Concepts

MapYourVoice was a nonprofit platform created to support the more than 1 billion survivors of sexual violence worldwide. It gave survivors a safe place to anonymously report assault, connect with a community of survivors and supporters, and access a vetted network of support organizations. By aggregating anonymized data, the platform also aimed to support public health, law enforcement, policymakers, researchers, and advocates working to end sexual violence.

I helped design the brand and UX/UI for the platform, creating an experience intimate enough for survivors to feel safe using while robust enough to scale globally. The project received strong support from donors, partner organizations, and municipalities, and successfully launched before eventually winding down in 2022.

Role / Creative Director, UX Lead
Deliverables / Product Design and Strategy, UX Design

Kristofer Buckle is a celebrity makeup artist whose client roster includes Mariah Carey, Blake Lively, and Christina Aguilera. After decades of shaping red-carpet beauty, he brought that expertise to his own cosmetics line, launching products through channels including Costco and QVC.

I was brought in to define the brand identity, create messaging and brand guidelines, direct packaging and product design, and build out the e-commerce experience. From website design and development to digital campaign direction and cross-functional coordination across packaging, fulfillment, and customer service, my role was to help shape a more cohesive, elevated brand at every touchpoint. The result was a clearer brand vision, a stronger direct-to-consumer presence, and added momentum across retail channels including QVC and Costco.

Role / Creative Director, Brand Strategist, Head of E-Commerce
Deliverables / Brand Strategy & Development, Brand Guidelines, E-Commerce Website Design & Development, Packaging & Product Design

Kevyn Aucoin remains one of the most iconic names in modern beauty. Through his work with stars such as Madonna, Whitney Houston, Cher, Janet Jackson, Gwyneth Paltrow, and Naomi Campbell, he built a legacy of artistry, transformation, and timeless glamour that became the foundation of Kevyn Aucoin Beauty, the brand he launched in 2001.

Following a private equity acquisition, my team was engaged to help revitalize Kevyn Aucoin Beauty by redefining the brand position and identity and translating that vision across every major touchpoint. From brand guidelines and marketing materials to point-of-sale assets and an e-commerce platform, we helped build a more cohesive and scalable brand platform that supported the company’s next phase of growth and eventual sale.

Role / Creative Director, Brand Strategist, Content Development, UX Lead
Deliverables / Brand Strategy & Development, Brand Guidelines, E-Commerce Website, Marketing Materials

Aurify Brands is a hospitality company led by entrepreneurs and operators focused on building, acquiring, and growing distinctive restaurant concepts. As the business expanded its portfolio and visibility, it needed a website that could better communicate its values, experience, and long-term vision to partners, talent, and investors.

I was asked to create a fresh, dynamic, and inspiring website that would serve as the framework for the next phase of the company. I developed the strategy for the brand, designed the UX, and aligned the site’s design with Aurify’s core values to strike the right balance of entrepreneurial drive and time-tested expertise. The result was a powerful, confident website that serves as the visual anchor for other brand assets and future outreach initiatives.

Role / Creative Director, Designer, Developer
Deliverables / Brand Strategy & Development, Website Design & Development, UX 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

Wendell Burnette Architects is an internationally recognized architectural firm based in Phoenix, Arizona, known for its award-winning work across residential, civic, cultural, and hospitality projects. Their portfolio includes custom residences, public commissions such as the Children’s Museum of Phoenix, and hospitality destinations including the acclaimed Amangiri Resort.

To showcase the firm’s portfolio to an international audience, my team designed and developed a website that brought together photography, video, and an intuitive, elegant navigation system. The site made it easy for users to explore both the work itself and the design thinking behind it.

Role / Creative Director
Deliverables / Website Design & Development