Creative Direction
Design
&
The Art of Design
As a creative director and designer with extensive experience leading creative teams, I help soulful brands discover their vision and bring it to life. Design is much more than a means to produce content - it is a medium for building worlds that inspire us to feel something beautiful. It is an opportunity to build a resonance that welcomes the right people to your product, brand or message, and to do so with a blend of practical tact and artistic texture.
Experience
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As a creative director, I lead creative teams to bring brand visions to life. My breadth of expertise in design, art music and film, along with my knack for communication and strategy, allows me to create harmonious teams that can build beautiful creative worlds.
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Branding is the process of building your business’s world. It is about grounding a beautiful vision into a defined visual identity that distinguishes your business's unique voice and resonates with customers.
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Soulful packaging accentuates the distinct value and beauty of your product, bringing your brand to life, and allowing customers to taste your offering with their eyes before they ever try it.
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As a creative consultant, I offer informed high-level support on creative strategy, vision and direction to bring clarity and cohesion to your business.
Areas of Focus
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I have served as creative director for agencies, D2C brands, foundations and creators - leading creative teams and working with developers to bring websites and brands to life. As the head of the design team at Candid Leap I worked with startups and tech companies to bring their brands and websites to life.
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I received an interdisciplinary entrepreneurial Master’s degree from USC’s Iovine & Young Academy. Here I expanded on my design practice while deepening my knowledge of business and tech. Central to this degree is the application of design thinking and human-centered design principles to solve problems in any field.
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I received my Bachelor of Arts from USC’s Roski School of Art & Design, along with a minor in entrepreneurship from USC’s Marshall School of Business.
RECENT PROJECTS
FARMERS JUICE
Creative Direction, Packaging, Branding
Farmers Juice is a D2C Beverage brand that sells mindfully made organic cold-pressed juices, shots, smoothies and more. As the company’s creative director for the past 3 years, I revitalized the logo & brand, reimagined product labels & packaging, and also up-leveled marketing with tasteful, inventive emails & ads that meaningfully boosted sales. I also led other designers to execute web design project, creative directed photo/video shoots and supported product development and marketing strategy.
MADE ON EARTH
Creative Direction & Videography
Made on Earth is a cinematic documentary series that poetically explores what can’t be replaced by AI or factory-made products: a fulfilling life. Through the lives and works of devoted artists, we learn the invaluable nature of human creativity. I have worked with the show creator from the inception of the concept, to countless shoot days, to crafting the story in post-production to creating a distinct brand tone and feel. Made on Earth has been a self-starter success story. The 4 released episodes have garnered nearly 200,000 views on Youtube and 1,000,000 views through reels & shorts.
STAR & LEAF
Branding & Packaging
Star & Leaf is an apothecary crafting organic teas and tinctures rooted in herbalism and astrology. I worked with the founder of the company to establish a distinct textural brand that felt both grounded and ethereal. Everything from the hand-drawn logo to the use of archival botanical illustrations steep you in a vibrant, yet cozy universe of possibilities - somewhere between the earth and the stars. Through a distinct process blending art & design, I created packaging that both clearly demonstrates the product at hand, and brings you into each product’s distinct world.
CANDID LEAP
Creative Director, Web Design, Branding
Candid Leap is a Wed design and development agency serving enterprise-level clients. As the founding Creative Director of the company, I led the ever-growing design team by overseeing client relations, building the vision, and working with my team to build beautiful large-scale websites. During my time at the agency, we went from being a small unknown boutique to becoming a highly reputable Webflow Enterprise agency working with some of the largest names in tech, such as Daasity, Tango, Prive (acquired), Clipbook, Spider AF and more.
