Brand & Creative Direction
With 15+ years working across creative and interactive spaces, my UX practice is rooted in a deep understanding of brand.
I've shaped digital and brand experiences for companies ranging from PepsiCo, Ritz-Carlton, and Marriott to independent DTC brands built from the ground up.
From running my own design studio to in-house and agency roles, that foundation means I approach UX not just as a functional discipline, but as an expression of brand identity, which is why the work I do tends to live at the intersection of user experience, strategy, and brand.
St. Regis Hotels & Resorts
I designed the brand identity system for the School of Astor butler program and art directed The Bloody Mary: a limited-edition recipe book commissioned as a brand artifact for the hotel group's signature cocktail.
CREATIVE DIRECTION, BRAND IDENTITY, PRINT
AGENCY: MA'AM
ROLE: Creative Director
Sir Kensington's
Led creative across a full brand refresh — packaging redesign, digital campaign, and site — as Sir Kensington's expanded its product line and repositioned against conventional condiment brands.
UI/UX, SITE DESIGN, DIGITAL & MARKETING CAMPAIGNS, PACKAGING
IN-HOUSE: Sir Kensington's
ROLE: Digital Design Director
Amber Waves
Farm & Café
Built the brand from scratch for the Women-Owned beloved Amagansett farm and café: logo, packaging, signage, and a site that needed to work for a CSA, a market, and a café simultaneously.
BRAND IDENTITY, PACKAGING, PHOTO ART DIRECTION, ENVIRONMENTAL, DIGITAL
AGENCY: MA'AM
ROLE: Creative Director
