Over the past 20 years, I’ve honed a diverse skill set that spans nearly every facet of graphic design and creative direction. From leading teams to shaping digital experiences and crafting compelling visual narratives, I bring a depth of expertise to every project. Below, you’ll find an overview of my key capabilities, each reflecting my passion for creativity, strategic thinking, and delivering impactful results.
E-COMMERCE
DESIGN
E-commerce and digital marketing development are about crafting experiences that ensure products make a lasting impression on the digital shelf. I bring products to life by leveraging technology to create engaging visuals that camptivate audiences and drive conversions. My approach blends creativity with strategy to deliver impactful digital solutions that resonate with customers and elevate brands.
By incorporating interactive design, story telling and a deep understanding of consumer behavior, I create immersive digital experiences that showcase products in fresh and compelling ways. Whether it's utilizing video to demonstrate functionality, interactive hotstpots to highlight product features, or bold branding to maintain a cohesive visual identity, my work ensures products stand out in competitive digital landscapes.
PEOPLE
MANAGEMENT
I thrive on fostering collaboration and growth within creative teams. By bringing together individuals with diverse perspectives, I create an environment where ideas can be freely shared, challenged, and built upon. Advocating for my team is a top priority, ensuring that creative development has a strong voice in decision-making processes. My primary focus is on the growth and upward momentum of the individuals I lead, encouraging them to think differently, share opinions fearlessly, and develop their unique strengths. Together, we find innovative solutions that push boundaries and elevate the creative process.
I specialize in designing intuitive, user-focused apps and websites that seamlessly translate brand messaging and aesthetics into the digital space. My approach combines deep exploration of user interface (UI) principles with a clear understanding of user experience (UX), ensuring the final product is both visually compelling and highly functional.
MERCHANDISING
design
Creating versatile merchandising systems that adapt to diverse product portfolios and retail environments is a key strength. At Hasbro Games, a comprehensive merchandising framework was developed to accommodate a broad range of game titles. This approach ensures that each brand integrates seamlessly into the system while maintaining the flexibility to adapt across various retailers and regions, meeting unique market demands.
The expertise extends to designing solutions that range from compact clip strips for impulse buys to large-scale pallet displays and immersive in-store experiences. Each design is meticulously crafted to effectively showcase products, captivate shoppers, and drive sales across all touchpoints. This commitment to excellence ensures that every merchandising system not only enhances the retail experience but also supports the overarching brand strategy.
video &
photography
With years of experience in photography and videography direction, I specialize in creating detailed guides that outline the mood and emotions a shoot should convey. My process includes directing talent, setting the scene, and overseeing wardrobe and lighting to ensure the vision is brought to life. Being on set is one of my greatest passions, where I thrive in collaboration with photographers and technicians to achieve the perfect shot. I’m committed to bringing out the best in every talent, whether they’re 5 or 75, and creating an atmosphere where everyone feels comfortable and inspired.
Once the footage is in, I excel at creating the perfect layout, even when challenges arise on set. Using my expertise in Photoshop, I can address any issues and enhance the imagery, and when appropriate, I incorporate AI assistance to optimize results, ensuring the final product aligns with the original vision.
digital
merchandising
Explore the limitless possibilities of online merchandising, where products come to life beyond the constraints of the physical shelf. My expertise in digital merchandising harnesses the power of interactive technology to create engaging and immersive experiences that elevate your brand.
From interactive hotspots that highlight product features and benefits to videos that demonstrate how items work in real-time, I specialize in crafting digital experiences that connect with customers on a deeper level. This dynamic approach not only showcases the functionality of your products but also reinforces branding in innovative formats tailored for today's digital-first audience.
By combining creative storytelling with cutting-edge tools, I help bring your brand's personality and products to life in ways that inspire and leave a lasting impression.
PACKAGINg
design
I specialize in creating packaging that captures attention and drives sales. By incorporating innovative structures and designs, I ensure the product and brand aesthetic shine through. You can see an example of this with the execution of Ultimate Catchphrase product, as well as the packaging for Littlest Pet Shop's Thirsty Pets line, resulting in a sales increase .
With the majority of purchases still happening in physical stores, my goal is to cut through the visual noise, drawing the shopper's eye to your product. Thoughtful design elements not only encourage them to pick it up but also create a memorable connection that translates into a sale.
BRAND
BUILDING
With a keen eye for both evolution and innovation, I’m skilled at building brands from the ground up or transforming established ones to stay relevant. Whether it’s evolving a brand with significant equity or creating visuals for a completely new identity, I ensure every element aligns with the target audience and business goals. I led the rebranding of FurReal, giving the brand a more modern approach that resonated with the Adventurous Caretaker consumer, ultimately contributing to a notable increase in sales. My focus is always on crafting visual identities that drive connection, engagement, and growth.
I focus on designing intuitive, user-centered apps and websites that effectively translate brand messaging and aesthetics into the digital space. My approach combines a deep understanding of user interface (UI) principles with a clear focus on user experience (UX), ensuring the final product is both visually engaging and highly functional.
Notable projects include my work on the Twister Air app, which contributed to its recognition as Game of the Year 2024, and the web companion for Jenga, where I developed a digital extension of the physical experience by adding in a life-like dice roll.
By prioritizing both brand alignment and ease of use, I create digital experiences that captivate audiences and drive meaningful interactions.
APP & WEB design
(UI/ UX)
