Brand systems that hold up in retail, digital, and packaging, not just on screen.
20+ years directing campaigns, visual identity, and retail experiences for Sephora, Athleta, Nike, and Ariat. I build creative that scales across every touchpoint a premium lifestyle brand lives in.
Design
Art Director Storytelling
Campaigns
Produced high-impact campaigns across digital, print, and retail for flagship beauty and fashion brands.
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WISEROOM | Full Brand Identity & Scalable Digital System
Ariat International | Seasonal Campaign Systems & Retail Launch Assets
Athelta | Retail Storytelling & Product Education Design
Sephora Collection | Packaging, Visual Merchandising & In-Store Experience
Product Packaging | Consumer Product & Beverage Packaging Design
Retail | Strategic Logo Design & Program Launch Assets
Retail Experience Design
Digital Experiences
Motion & Experiential Storytelling
Developed motion concepts and AI-assisted video prototypes to explore brand storytelling, retail scenarios, and operational workflows. Leveraged emerging tools to rapidly visualize ideas and test narrative direction.
Retail AI Concierge Concept
Concepted, storyboarded, and edited a cinematic retail prototype exploring AI-assisted in-store experiences. Leveraged generative video tools to execute narrative scenes, translating retail strategy into a tangible, future-state environment.
Group Reservation Platform
A product explainer video for an enterprise group reservations platform, showing how a single integrated system replaces disconnected booking, point-of-sale, and payment processes. The story moves from the guest's seamless booking experience to the operational complexity solved behind the scenes. This includes real-time POS sync, secure advance payments, and automated fund distribution across a franchise network.
Field Workforce Scenario Prototype
Created a short-form motion concept demonstrating mobile-first workflow tools in action, communicating operational clarity through narrative storytelling.
Economics of Engagement
A short explainer video breaking down what separates high-performing consulting engagements from ones that struggle financially. We briefly walk through how margin structure, one step at a time, adds up to the difference between healthy profitability and running in the red. Designed to make dense financial concepts intuitive for a non-financial audience.
Presentation Design & Visual Storytelling
I design presentation systems that help teams align, communicate clearly, and move faster, supporting brands like Nike, Sephora, Carter’s, and Ariat.
Simplifying complex information into clear, high-impact presentations
BEFORE
AFTER
From dense and overwhelming → clear and actionable
Context
Global retail sustainability training deck with dense, text-heavy content across multiple modules. The client needed a more modern, scalable presentation system.
The Challenge
Stakeholders provided content that was:
Visually inconsistent and lacked a cohesive system
Overly dense and difficult to scan
Not aligned with the desired level of polish or brand perception
Challenging for frontline teams to navigate and use
My Role
Designed a scalable presentation system, including layout, typography, icons, and color
Introduced more human-centered visuals to support storytelling
Translated dense charts and content into clear, digestible information
System Thinking
Established type hierarchy and layout rules
Defined spacing and grid system
Built reusable templates for consistency across modules
Designed for scalability across teams and content types
Outcome
Improved clarity and usability across training modules
Enabled faster comprehension for frontline teams
Established a reusable presentation system for ongoing use
After: Clear, structured, scalable presentation system
Before: Dense, inconsistent, text-heavy content
Seasonal Retail Storytelling &Visual Direction
Directed and executed immersive in-store environments for Anthropologie’s San Francisco flagship — a high-visibility, expanded-format location serving as a brand showcase and test environment.
