Creative direction,
built for brands,
business, and culture.

Elevated the Daniel Weller Bourbon concept by blending heritage, craftsmanship, and innovation to justify its premium positioning. Led naming, storytelling, and design development, working closely with cross-functional teams to refine structure, materials, and visual identity. Created the compass-inspired top, transforming a concept sketch into a signature design element that reinforces the brand's spirit of exploration.

Helped define a multi-layered brand system for P&G PRO — one that had to connect back to the broader P&G organization, create a distinct commercial communication platform, and unify PRO products across the portfolio. As the system expanded, the PRO badge became a critical identification tool across packaging, website, social, photography, and sales environments.

A minimal identity system for a clothing boutique built around curation and restraint. The spaced wordmark and plus-sign detail create a refined, flexible mark that feels elevated without being overdesigned, extending easily across packaging, tags, social, and retail touchpoints.

Led the branding and packaging design for Longhunter, a Tennessee bourbon inspired by heritage, exploration, and craftsmanship. Custom embossing, topo-inspired overlays, and a restrained color palette give the bottles a sense of place and story. Beyond packaging, the brand extended into digital experiences, merchandise, and environmental design — creating a lifestyle presence that feels rooted yet contemporary.

Redefined Beech-Nut by repositioning it as the leader in real food for babies, shaping a strategy that resonated with modern parents. Led structural packaging and logo redesign, ensuring alignment with the brand's new positioning. Conducted consumer studies to inform design decisions and enhance shelf appeal, then drove point-of-sale activation across marketing and digital campaigns.

Helped reposition a traditionally medicinal menopause category through a beauty-led, empowering DTC brand experience. Equelle shifted the conversation from clinical symptom management to confidence, credibility, and modern women's wellness — creating a more emotional, elevated category language others had to follow.

Led the strategic repositioning and packaging redesign of Dr. Noze Best for Target, creating a clearer, more trusted, and more retail-ready pediatric care brand. The launch doubled Target's sales expectations, validating the power of the new brand system at shelf.

Led creative direction for a multi-use food photography system supporting packaging, retail, digital, and brand storytelling. The shoot needed to flex across appetizing product truth, joyful Dolly personality, and clear retail communication — proving how one strong visual direction can carry across multiple touchpoints and categories.

Led the global redesign of Scotch-Brite across 32 countries, shifting it from a functional brand to one built on empathy and consumer connection. Drove creative strategy, consumer research, and global rollout, presenting to C-suite leadership, then oversaw packaging, retail displays, and social campaigns for a seamless brand experience across all touchpoints.

Led the new-to-the-world design for Reorient — a line of herbal tonics rooted in ritual, balance, and beauty. The packaging was crafted to feel intentional and elevated, with every detail designed to reflect the care and integrity of what's inside, inviting consumers into a wellness experience that feels both modern and deeply considered.

Bringing bold, craveable branding to the snacking category, led creative direction for Slim Jim Bites, Wendy's Chili, and Vlasic Pickleballs — overseeing packaging, photography, and social media assets. Directed art and photography and collaborated with agencies on campaign assets, ensuring cohesive storytelling across packaging, digital, and in-store touchpoints.

Developed a fresh, approachable brand identity for Injoy — a new line of gas relief products focused on comfort without compromise. The design challenges category norms with a look that's clean, modern, and optimistic, chosen to shift the conversation around digestive health toward honesty, ease, and even a little joy in a typically clinical aisle.