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Portfolio
Product Line Rebrand
An established brand undergoing a broader rebrand required a redesign of one of its core product lines.
The challenge was to simplify complex installation information that discouraged purchase, while improving product differentiation within a constrained, side-facing shelf display.
I led the development and execution of a packaging system focused on clarity and usability. Instructional content was reduced into concise, visually-driven steps, and a system of different tints of the primary brand color was introduced to distinguish product types at a glance.
The result is a more intuitive packaging experience that improves product recognition and supports more confident and informed purchase decisions.
The challenge was to simplify complex installation information that discouraged purchase, while improving product differentiation within a constrained, side-facing shelf display.
I led the development and execution of a packaging system focused on clarity and usability. Instructional content was reduced into concise, visually-driven steps, and a system of different tints of the primary brand color was introduced to distinguish product types at a glance.
The result is a more intuitive packaging experience that improves product recognition and supports more confident and informed purchase decisions.
From Digital to Shelf
A digital-first brand expanding into physical retail required the development of its first packaging system for a core product line.
The challenge was to establish a distinct and more upscale in-store presence while clearly differentiating the product from a sister brand offering a similar line, all while working with limited and outdated visual assets.
I drove the development and execution of a packaging system from scratch, defining a cleaner and more refined visual direction. The approach focused on simplicity, elevated visual cues, and a revised color system that assigns distinct brand colors to product types, improving clarity across the line.
The result is a cohesive and upscale packaging system that clearly differentiates products and establishes a strong foundation for retail expansion.
The challenge was to establish a distinct and more upscale in-store presence while clearly differentiating the product from a sister brand offering a similar line, all while working with limited and outdated visual assets.
I drove the development and execution of a packaging system from scratch, defining a cleaner and more refined visual direction. The approach focused on simplicity, elevated visual cues, and a revised color system that assigns distinct brand colors to product types, improving clarity across the line.
The result is a cohesive and upscale packaging system that clearly differentiates products and establishes a strong foundation for retail expansion.
Multilingual Packaging Rebrand
A global brand required a redesign of its international packaging to support distribution across multiple markets and languages.
The challenge was to fit up to ten languages and required technical information into limited space while maintaining clarity and brand consistency, ensuring dense and text-heavy layouts remained clear and legible.
I led the analysis of existing packaging, brand guidelines, and international requirements, working closely with cross-functional teams to define essential content. I then developed a scalable system that prioritized key information, simplified content, and introduced visual elements to reduce reliance on text. This approach enabled larger, more legible typography despite the volume of required languages, maintaining clarity at actual shelf scale while ensuring consistency across product lines.
The result is a cohesive and scalable packaging system applied across multiple product lines, enhancing visual consistency, clarity, and overall shelf presence across international markets.
The challenge was to fit up to ten languages and required technical information into limited space while maintaining clarity and brand consistency, ensuring dense and text-heavy layouts remained clear and legible.
I led the analysis of existing packaging, brand guidelines, and international requirements, working closely with cross-functional teams to define essential content. I then developed a scalable system that prioritized key information, simplified content, and introduced visual elements to reduce reliance on text. This approach enabled larger, more legible typography despite the volume of required languages, maintaining clarity at actual shelf scale while ensuring consistency across product lines.
The result is a cohesive and scalable packaging system applied across multiple product lines, enhancing visual consistency, clarity, and overall shelf presence across international markets.
Retail Roadshow Booth Design
A retail roadshow booth was developed to support a brand’s entry into a highly competitive in-store sales environment.
The challenge was to create a visually effective booth within a limited budget, tight timeline, and restricted space, while ensuring ease of transport and setup.
I developed three design proposals across different budget levels and worked with cross-functional teams to define a practical direction. The final solution focused on modular, easy-to-transport elements that balance visibility and efficiency.
The result is a streamlined and reusable booth design that supports product visibility and interaction while meeting logistical and budget constraints.
The challenge was to create a visually effective booth within a limited budget, tight timeline, and restricted space, while ensuring ease of transport and setup.
I developed three design proposals across different budget levels and worked with cross-functional teams to define a practical direction. The final solution focused on modular, easy-to-transport elements that balance visibility and efficiency.
The result is a streamlined and reusable booth design that supports product visibility and interaction while meeting logistical and budget constraints.
Environmental Graphic Design
A series of large-scale environmental graphics was developed to enhance multiple office spaces across headquarters and international locations.
The challenge was to define a clear direction without an established brief, while working within large-scale formats, spatial constraints, and a compressed timeline.
I led the development and execution of a set of installations, including a timeline-based wall and supporting brand-focused graphics, combining research-driven content with visual storytelling tailored to each space.
The result is a cohesive set of environmental graphics that enhances the workspace, strengthens brand presence, and delivers a visually engaging and informative environment.
The challenge was to define a clear direction without an established brief, while working within large-scale formats, spatial constraints, and a compressed timeline.
I led the development and execution of a set of installations, including a timeline-based wall and supporting brand-focused graphics, combining research-driven content with visual storytelling tailored to each space.
The result is a cohesive set of environmental graphics that enhances the workspace, strengthens brand presence, and delivers a visually engaging and informative environment.
Theatre Poster Design
A poster was created for Knoxville Opera as part of an open competition for the production Mefistofele.
The challenge was to develop a compelling visual concept with limited information about the production, while creating an original and distinctive design within a highly competitive, open-entry format.
I researched the themes surrounding Mephistopheles and developed a concept focused on the tension between temptation and consequence, using strong visual contrast and symbolic imagery to convey this idea.
The result is a visually striking poster that was recognized by the selection committee and featured as a Special Recognition winner in the official program publication.
The challenge was to develop a compelling visual concept with limited information about the production, while creating an original and distinctive design within a highly competitive, open-entry format.
I researched the themes surrounding Mephistopheles and developed a concept focused on the tension between temptation and consequence, using strong visual contrast and symbolic imagery to convey this idea.
The result is a visually striking poster that was recognized by the selection committee and featured as a Special Recognition winner in the official program publication.
Brand Identity Design
This selection of projects focuses on developing brand identity systems across a range of concepts, including new brands and rebranding for existing businesses.
The challenge was to define clear and cohesive visual identities from both open-ended briefs and existing brand foundations, translating abstract ideas such as audience, voice, and positioning into structured visual systems.
I led the development of identity systems from concept through application, combining logo design, color palettes, typography, and real-world implementations across print and digital contexts.
The result is a collection of brand identities that demonstrate the ability to create cohesive, adaptable systems across different industries and project types.
The challenge was to define clear and cohesive visual identities from both open-ended briefs and existing brand foundations, translating abstract ideas such as audience, voice, and positioning into structured visual systems.
I led the development of identity systems from concept through application, combining logo design, color palettes, typography, and real-world implementations across print and digital contexts.
The result is a collection of brand identities that demonstrate the ability to create cohesive, adaptable systems across different industries and project types.
Print & Marketing Design
This selection of projects showcases a range of print and marketing design work across a variety of formats, including brochures, signage, banners, and promotional materials.
The challenge was to communicate information clearly and effectively across different formats, balancing visual appeal with usability while adapting designs to different contexts and communication needs.
I led the development of these materials from concept through application, combining layout design, typography, and visual hierarchy with custom illustrations and image manipulation to create engaging and purposeful compositions.
The result is a versatile set of work that demonstrates strong visual communication, adaptability across different formats, and the ability to balance creativity with functional design.
The challenge was to communicate information clearly and effectively across different formats, balancing visual appeal with usability while adapting designs to different contexts and communication needs.
I led the development of these materials from concept through application, combining layout design, typography, and visual hierarchy with custom illustrations and image manipulation to create engaging and purposeful compositions.
The result is a versatile set of work that demonstrates strong visual communication, adaptability across different formats, and the ability to balance creativity with functional design.
Creative Concepts
This selection of projects explores concept-driven design, focusing on creative experimentation and idea development across non-commercial work.
The challenge was to translate abstract or open-ended ideas into visually engaging and cohesive outcomes, often without predefined constraints or real-world limitations.
I created these concepts from initial idea through execution, exploring visual storytelling, form, and interaction. The approach focused on experimentation with composition, illustration, and unconventional design solutions to create distinctive and memorable pieces.
The result is a collection of work that highlights creative thinking, ideation, conceptual development, and the ability to transform ideas into visually compelling designs.
The challenge was to translate abstract or open-ended ideas into visually engaging and cohesive outcomes, often without predefined constraints or real-world limitations.
I created these concepts from initial idea through execution, exploring visual storytelling, form, and interaction. The approach focused on experimentation with composition, illustration, and unconventional design solutions to create distinctive and memorable pieces.
The result is a collection of work that highlights creative thinking, ideation, conceptual development, and the ability to transform ideas into visually compelling designs.
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