Brand Strategy and Creative Direction

Developing Visual DNA, Brand Architecture, and Scalable Asset Systems for Global and Independent Brands

With over fifteen years of experience as a creative director, senior graphic designer, and visual strategist, I specialize in building cohesive brand ecosystems that drive commercial growth and market resonance. My practice centers on establishing a brand’s Visual DNA—an integrated strategic framework of typography, design systems, and visual identity that communicates consistently across digital, print, and physical touchpoints.

My background spans directing high-profile commercial campaign asset creation for global corporations like Sonos and AT&T, building long-term visual systems for independent creative enterprises, and leading multi-channel marketing design for corporate organizations. I manage the complete brand lifecycle, from high-level campaign conceptualization and website wireframing to corporate layouts, template scaling, and pre-press packaging production. I blend an editorial, minimalist aesthetic with rigorous operational discipline to ensure absolute brand compliance and unified public presence.

Case Study 6: Midori Plantscapes

  • Role: Division Lead Visual Strategist

  • Strategic Focus: Heritage Brand Architecture and Modern Horticultural Identity

  • Project Narrative: Concepted and executed the comprehensive multi-decade brand strategy refresh for an established horticultural institution established in Seattle in 1967. Designed an elevated, earth-inspired visual world combining sharp contemporary serif typography with intricate fine-line botanical illustrations. Built the omnichannel asset architecture, including wide-format digital business banners, clean website headers, and bespoke interior plant space layout templates. Directed the core identity update to balance a historic Pacific Northwest legacy with a modern minimalist aesthetic tailored for high-end design environments.

  • Deliverables: Large-format digital banners, web logotypes, color palette systems, and brand guidelines.

 

Case Study 2: BZIPPY

  • Project Focus: Brand Identity and Workshop Launch

    Media Type: Creative Marketing and Digital Design

    Project Narrative: I led the comprehensive marketing strategy and graphic identity for BZIPPY, overseeing the visual narrative for both the primary brand and its local community initiatives. A cornerstone of this role was the conceptualization and design of the branding for Collage with Clay, the studio’s inaugural in-person workshop series in Los Angeles. I produced the entire suite of marketing materials and digital assets, marking the first time this internationally recognized ceramicist offered public programming in their career. By developing a distinct graphic language for these local workshops, I successfully translated the high-end BZIPPY aesthetic into an accessible, community-focused digital campaign.

    Visual Asset Placement: Grid layout displaying the green and cream Groove planters marketing collateral, workshop ticket layouts, and behind-the-scenes studio photography.