Explore The Work

Think • Lead • Create

Global Brand Evolution

WGSN: Led the creative direction and global rollout of a comprehensive brand refresh, creating a scalable design system across reports, white papers, presentations, digital products, and marketing collateral. Working within a four-week timeline, I partnered with a core team to develop the new visual direction and then led its implementation globally.

A digital presentation titled 'Future Consumer 2025' with a photo of two women looking upwards, featuring a light, muted color palette and modern typography. The slide includes a brief description stating it is WGSN's flagship forecast.

The Challenge

Refresh an inconsistent visual identity with a timeless, flexible system that elevated the brand while keeping editorial content the main focus. All within an aggressive deadline.

My Role

Co-developed the creative direction with a four-person leadership team

Presented concepts and incorporated stakeholder feedback

Led the global rollout of the new design system

Directed the creation of templates and marketing collateral

Results

4 Weeks Complete brand refresh

4 Leaders Core creative direction team

8 Designers Led through implementation

Global Rollout
Across North America, Europe, and Asia

65+ Templates & Assets

Reports
Presentations
White papers
Marketing collateral

Date Visualization
Presentations
Brand Guide
discovery
Process
White Papers
Homepage
templates

Packaging System

Shaker & Spoon + Cocktail Courier: Led the creative direction and execution of a retail launch for Shaker & Spoon, creating a cohesive brand experience across packaging, trade shows, and sales collateral. Working within a 3–4 week timeline, our two-person team developed a new creative direction, packaging system, and launch materials to support their wholesale debut.

Following the launch, we continued supporting Cocktail Courier through recurring cocktail collaborations with spirits partners, creating flexible brand experiences across packaging and digital touchpoints.

Challenge

Create a premium, shelf-ready packaging system that captured the brand’s personality while extending seamlessly into retail environments, trade shows, and partnership campaigns. All within fast-moving timelines.

Various cocktail mix boxes and three different cocktails on a table with a blue wall in the background.

Results

Delivered a complete retail launch system across packaging, print, and environmental design

Created packaging and collateral that generated strong customer and retailer enthusiasm

Built a flexible creative framework supporting ongoing Cocktail Courier partnerships

Successfully delivered multiple fast-turn campaigns with spirits partners

A collage of colorful drink menu flyers from shaker & spoon, featuring cocktail recipes, ingredients, and marketing information for beverage kits.

My Role

Creative Direction • Packaging Design • Brand Experience

Challenged the initial direction and developed a stronger creative approach

Led concept development, design execution, and production

Created packaging, trade show environments, catalogs, and sales collateral

Developed recurring partnership campaigns balancing multiple brand identities and tight deadlines

Aromatic Mists
Tradeshow Catalog
Retail Packaging
Tradeshow Wall
Cocktail kit
Cocktail kit

Brand Experience

Color Space Digital: Partnered with Color Space Digital to create a modern brand identity and digital presence that reflected the quality of their work. As a two-person team, we led research, strategy, creative direction, and design, delivering a cohesive brand across identity, website, apparel, social media, and marketing assets.

Collection of digital marketing slides showing vibrant color graphics, text about color space digital, and website layouts.

The Challenge

Transform an outdated online presence into a professional, credible brand that positioned the company as a leader in New York City's video assist and live streaming industry while supporting future business growth.

My Role

Creative Direction • Brand Strategy • Visual Identity

Conducted research and discovery

Co-developed the creative direction and brand identity

Creative direction for the logo, website, and supporting marketing assets

Created a scalable visual system across digital and print touchpoints

Results

Increased website traffic by 70%+ year over year

Contributed to a 30% increase in bookings during the first half of the year

Established a cohesive brand identity across digital, print, and promotional materials

Elevated the company's professional presence and market perception