CREATIVE DIRECTION + BRAND DESIGN
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CREATIVE DIRECTION + BRAND DESIGN *
I build brands people want to be part of.
Design Director shaping global brands through identity, brand systems, campaigns, digital experiences and cultural storytelling.
A Point of View
I’m a design leader and storyteller whose approach to brand building was shaped by a decade in New York fashion and trend. It was there that I learned to anticipate what’s next, read between the lines, and understand how shifts in culture, aesthetics and human behavior influence what people want and how they connect.
That foundation continues to shape how I build brands today—turning cultural insight and human truth into distinctive ideas, identities and experiences that feel relevant, resonant and built to last.
THE FOUNDATION
A decade in New York fashion.
Fashion taught me to see before I learned to build brands. A decade immersed in New York fashion and trend sharpened my instinct for culture, craft and what’s next—becoming the foundation for how I build brands today.
BRANDS
L. Period Care
Rebuilding a Challenger Brand
ROLE
Design Director / Creative Lead
CHALLENGE
Transform a disruptive organic period-care brand into a scalable national brand without losing the distinctive point of view that made consumers love it.
WHAT I LED
Brand strategy • Visual identity • Packaging systems • Campaign creative • Photography • Retail • eCommerce • Innovation • Agency direction
PROOF
Building a Brand from the Ground Up
ROLE
Design Director / Creative Lead
CHALLENGE
Create a new innovative period care brand—establishing a distinctive identity, voice, and experience for an emerging category while building a flexible system designed to grow.
WHAT I LED
Brand Strategy • Visual Identity • Brand Expression • Packaging • Art Direction • Digital & eCommerce
APPROACH
I led the development of PROOF’s brand expression across every consumer touchpoint, translating a new product proposition into a brand that felt confident, modern, and culturally relevant. From identity and packaging to photography, digital content, and retail, we built a cohesive visual world designed to introduce the brand, communicate an unfamiliar product benefit, and scale as the portfolio grew.
The result was a distinctive brand system that balanced clarity and credibility with an expressive point of view—creating a foundation that could flex across products, channels, and future innovation.
TAMPAX
Evolving an Icon
ROLE
Design Director / Creative Lead, North America
CHALLENGE
Modernize one of the world’s most recognizable period-care brands—building a more cohesive, contemporary brand expression while navigating the complexity of an established portfolio, multiple product tiers, channels, retailers, and consumer needs.
WHAT I LEAD
Brand Transformation • Portfolio Architecture • Visual Identity • Packaging Systems • Digital & eCommerce • Retail • Art Direction • Innovation • Agency & Cross-Functional Leadership
APPROACH
I lead design for Tampax North America, shaping how the brand evolves across its portfolio and consumer experience. My work spans upstream innovation through execution—connecting brand strategy, portfolio architecture, packaging, digital shelf, retail, content, and emerging product propositions into a more unified system.
Working across Marketing, R&D, Insights, Sales, external agencies, and design teams, I translate complex business and consumer needs into clear creative direction—creating systems that strengthen recognition while giving the brand room to evolve.
The work is transforming Tampax from a collection of individual executions into a more intentional, scalable brand ecosystem—one designed to remain iconic while continuing to move forward.