WORK I CAN TELL YOU ABOUT
GAP INC.
OMNICOM MEDIA
AGENCY OF RECORD
2024
An agency review kicked off in January of 2024 to help Gap Inc. maintain operational and financial strength while driving revenue and relevance across its portfolio of brands including Banana Republic, Gap, Athleta, and Old Navy. As part of the winning pitch team who had its sights set on managing a media budget of $190M, I led brand positioning thinking for each brand with a lens toward fashion, entertainment, and customer-centricity.
DISNEY
ALIEN ROMULUS
DDB WORLDWIDE & OMG23
2024
Moonshot creative strategy for OOH and experiential media ideas for a range of titles including Alien Romulus, Moana, Mufasa, Agatha, and Avatar.
MAYBELLINE
PRIMERS LAUNCH
ADAM&EVEDDB US
2025
Launched “Primer Donnas” with Maybelline New York — a reality TV style showdown starring Ariana Madix and JaNa Craig. Packed with absurd drama and gossip, the campaign spotlights two hero primers: Grippy Serum and Poreless Jelly.
The reality show spoof brought to life the campaign strategy “always ready for drama”.
SWEETGREEN REDESIGN
COLLINS
2022
Fast Company‘s Best Redesign of 2022.
With the team at design agency Collins, we transformed Sweetgreen’s brand identity into a broad-reaching design system that included retail, print, digital, app, and social by bringing to life our strategic design brief “cultivating curiosity”.
REI
RUN, CAMP, HIKE, CYCLE
ACTIVITY KITS & CREATIVE BRIEFS
2022 - 2023
Developed REI’s four core activity brand books, inclusive of content strategy, product communication roll out, partnership and vendor recommendations, and initial creative direction.
*Photo BY Field Unit for Usal x REI collab*
LA BAMBA NYC
ECO-FRIENDLY WETSUITS FOR WOMEN
2018 - 2022
In 2018 I launched a personal passion project, La Bamba NYC, a line of eco-friendly women’s wetsuits. Born from my desire to have a high performance, aesthetic garment and a curiosity around whether I could build a brand from scratch. La Bamba NYC was sold D2C through a wild and beautiful ecommerce and content experience, where I curated the art direction and campaign content.
Featured in Vogue, The Los Angeles Times, Conde Nast Traveler, and The Repeller.
COCONUT CULT REBRAND
&WALSH
2022Prior to the rebrand, Coconut Cult used a changing wordmark and graphic system. And while it was super playful and true to their creative nature, it made brand consistency a challenge, especially going into their next chapter with an expanded product line.
The team’s goal with the rebrand was to preserve their playful essence within a more unified and distinctive brand system by answering to the design strategy “cult as a business philosophy”.
RUBI EARTH
&WALSH
2022
Rubi Earth, a biotech company sequestering CO2 into viable textile materials was in search of a new brand identity. We centered the design direction around our strategic brief “symbiotic sensibility” and the underlying company belief that abundance is possible if we build for it.
From that strategic lens, the brand elements were designed to reflect being in harmony with the beautiful, mysterious and magical cycles of nature and with each other. Symbiosis and harmony are visualized through the brand monogram, carbon-capture inspired patterns, and 3D imagery.
EINRIDE AUTONOMOUS TECH
PRODUCT, INC.
2020
Branding, design system, tagline development “intelligent movement” and communications strategy for the launch of Einride autonomous tech solutions and trucking systems in the US and Europe.
GOOGLE CAREER CERTIFICATES CAMPAIGN
BONFIRE LABS AGENCY
2021 - 2025
Ongoing content strategy and campaign development for Grow with Google’s Careeer Certificates campaign featuring learners, employees, and graduates of the program since 2021.
ELLIE GOULDING
EVERYSTATE MUSHROOM SUPPLEMENTS
&WALSH
2023Brand strategy, naming, and initial design direction ideation for Ellie Goulding’s line of supplements called Everystate, launched in May 2025.
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