Designing Brands People Feel — and Remember.
I combine strategy, storytelling, design, and hospitality thinking to shape brands people don’t just recognize — they experience.
My Approach
I believe the strongest brands are the ones people don’t just recognize — they feel.
My approach blends strategy, storytelling, design, hospitality, and real-world customer experience to create brands that connect emotionally and perform commercially. Whether through packaging, environments, retail, or visual identity, every touchpoint should communicate clearly, create feeling, and leave a lasting impression.
Building a Brand System
That Scaled Nationwide
I helped evolve a CPG brand into a nationally recognized consumer brand by creating a cohesive visual and retail system spanning packaging, merchandising, wholesale strategy, e-commerce, photography, and customer experience, contributing to over 500% growth in under three years. I led creative direction, packaging design, merchandising systems, wholesale development, and brand experience strategy.
Packaging • Retail • Wholesale • Digital • Merchandising
Impact
Scaled brand revenue 500% in under 3 years
Expanded wholesale footprint across all 50 states + Canada
Built cohesive merchandising and packaging systems
Developed wholesale ordering infrastructure and sales tools
Brand Strategy
Designed for 3-second shelf recognition
Created giftable merchandising systems
Built scalable SKU architecture
Unified wholesale and consumer branding
Developed seasonal launch systems
Branding Before
Branding After
Rebranding a Legacy CPG Brand for Modern Retail & E-Commerce
This company had strong product loyalty and a unique niche in the cocktail mix category, but the brand experience had become fragmented over time. Packaging lacked cohesion across product lines, the e-commerce experience felt visually inconsistent, and the overall presentation no longer reflected the quality, personality, or gifting potential of the products.
At retail, the products competed in a crowded visual environment where shelf clarity and emotional connection mattered immediately. Online, the brand needed a stronger digital presence that could better support storytelling, merchandising, product discovery, and conversion.
The challenge wasn’t simply redesigning packaging, it was creating a more unified brand system that could perform across wholesale, retail, and direct-to-consumer channels simultaneously.
The Challenge
The rebrand focused on elevating the entire customer experience — from shelf presence to online interaction.
I led a broader brand evolution centered around:
visual cohesion
packaging modernization
merchandising clarity
stronger lifestyle positioning
improved digital shopping experience
The packaging system was redesigned to feel more intentional, giftable, and emotionally engaging while maintaining recognizability for existing customers. Product photography, merchandising, and marketing assets were aligned to create a more immersive and aspirational brand identity across channels.
On the e-commerce side, the website experience was restructured to improve:
visual consistency
navigation
product merchandising
mobile usability
collection presentation
overall brand storytelling
The goal was to create a brand ecosystem where packaging, photography, merchandising, and digital experience all worked together cohesively rather than operating as separate touchpoints.
The Strategy
The updated brand presence created a more modern and scalable foundation for growth across wholesale and direct-to-consumer channels.
The rebrand helped position the products more competitively within retail environments while strengthening the emotional and visual consistency of the customer experience online. The improved packaging systems, merchandising direction, and e-commerce presentation supported stronger brand recognition, elevated perceived value, and a more cohesive customer journey from discovery to purchase.
The broader evolution contributed to significant company growth, including helping scale the brand approximately 500% in under three years while expanding wholesale distribution across all 50 states and Canada.
The Outcome
BEFORE
AFTER
The project wasn’t just about redesigning packaging — it was about reshaping how the brand was experienced at every touchpoint.
Building Retail Merchandising Systems for d’marie
Before:
• Products lacked cohesive merchandising strategy
• Retail placement varied store to store
• Packaging existed without a supporting retail system
• Products often relied on shelf placement alone
• Limited visual hierarchy at point of sale
• Missed opportunities for giftability, impulse purchase, and brand blocking
The Challenge
• Developed scalable merchandising systems for wholesale and retail environments
• Created cohesive shelf presence across multiple product categories
• Designed packaging and displays to improve retail clarity and visibility
• Focused on giftability, impulse purchase behavior, and basket building
• Introduced modular merchandising solutions adaptable across retailers
• Strengthened brand blocking and point-of-sale recognition
• Built systems that supported both operational practicality and visual storytelling
The Strategy
Focused on designing not just products, but complete retail experiences that support sell-through.
• Increased retail visibility and shelf impact
• Created stronger brand consistency across wholesale accounts
• Improved merchandising flexibility for retailers
• Elevated perceived product value through presentation
• Enhanced giftability and multi-item purchasing opportunities
• Helped create a more recognizable and scalable in-store brand presence
The Outcome
BEFORE
AFTER
Elevating Brand Perception Through Visual Direction & Marketing Assets
As the brand continued growing across retail, wholesale, and direct-to-consumer channels, the existing product photography and marketing assets no longer reflected the quality, positioning, or visual potential of the products.
Earlier imagery relied heavily on vendor-provided photography that felt dated, inconsistent, and less aligned with the elevated lifestyle experience the brand was evolving toward. While functional, the visuals lacked the polish, atmosphere, and emotional connection needed to compete in modern e-commerce and digital marketing environments.
The challenge was not simply creating prettier photos , it was elevating the perceived value of the brand through more intentional visual storytelling and stronger creative direction.
The Challenge
To modernize the visual identity of the brand, I helped guide a broader shift in the creative approach to photography, styling, and marketing presentation.
This included:
identifying higher-quality creative partners and vendors
elevating the visual direction of product photography
refining styling and composition
creating more aspirational, lifestyle-driven imagery
improving consistency across marketing and e-commerce assets
During updated campaign shoots, I provided artistic direction while also collaborating closely with the stylist throughout the production process to help shape the overall look, atmosphere, and presentation of the products.
The goal was to move away from transactional product imagery and toward a more immersive visual identity that better reflected the brand experience, product quality, and gifting appeal.
The Strategy
The updated photography and marketing assets significantly elevated the overall presentation of the brand across digital and retail channels.
The new imagery created a more polished, premium, and emotionally engaging visual identity that aligned more closely with the company’s evolving positioning. Improved photography strengthened:
e-commerce presentation
merchandising consistency
marketing campaigns
social media content
perceived product value
The transformation also demonstrated how intentional creative direction, styling, and visual consistency can reshape how customers perceive a brand, even when featuring the exact same product.
The Outcome
BEFORE
AFTER
The product itself didn’t change — the experience surrounding it did. Through stronger visual direction and elevated creative execution, the brand presentation evolved from functional to aspirational.
Where Brand Strategy Meets
Real-World Experience
Great brands are more than visuals — they’re environments, experiences, and emotional connections. My work focuses on shaping how brands are felt at every touchpoint.
