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

After the success of Tim Burton’s movie release, Charlie and The Chocolate Factory, Nestlé explored a retooling of the Willy Wonka brand for a line of candies and consumer goods. In collaboration with Sotto Studios, my team was asked to develop “The Pillars of Wonka-ness”, a conceptual brand manifesto for the ever enigmatic and curious candy man, Mr. Willy Wonka.

Each page was unique in conception and design. The result was an original rethinking of an iconic brand while staying true to the spirit of the original Roald Dahl character and story. While Nestlé ultimately decided to handle the project in-house, the project was one of the most outright fun projects I’ve had the pleasure to work on.

Role / Creative Director
Deliverables / Brand Strategy, Copywriting, Concept Design and Illustration

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

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

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

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