Developing Visual DNA, Brand Architecture, and Scalable Asset Systems for Global and Independent Brands
With over fifteen years of professional 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 1: Midori Plantscapes
Role: Founder, Creative Director, and 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.
