Creative Director • Art Direction • Design
These case studies highlight the creative partnerships I’ve shaped
across fashion, beauty, wellness, and lifestyle.
From launching new brands to refining existing ones, each project reflects a strategic and collaborative process—blending storytelling, visual direction, and design to create work that’s both thoughtful and impactful.
OBJECTIVE
Deliver an experience that will act as the customer-facing brand introduction to the e-commerce store.
Manage creative process from concept to completion.
STRATEGY
Create clean, elevated, streamline imagery and messaging for fashion, beauty and home.
DELIVERABLES
Style Guide
Logos
Website Design Direction
Photography Assets
Photoshoot Art Direction
WEBSITE/WIRERAMES
OBJECTIVE:
Support the redesign of Nordstrom’s “Pay Your Way” program by creating cohesive digital assets
that clarify multiple payment options across both Nordstrom and Nordstrom Rack
STRATEGY:
Simplify a complex multi-option payment system by developing a cohesive,
user-friendly visual language.
Create clean, branded iconography and layouts that clearly communicate payment flexibility.
Establish a tone that is modern, approachable, and aligned with
Nordstrom’s elevated aesthetic.
Ensure consistency across Nordstrom and Nordstrom Rack,
supporting both clarity and engagement.
360 DELIVERABLE ASSETS
Digital Banner Concepts
Payment Iconography System
Messaging Direction
Landing Page Visual Strategy
Layout Explorations (Web & Mobile)
OBJECTIVE:
Relaunch the product catalog as a key component of the brand’s new visual identity and positioning.
STRATEGY:
Differentiate in a saturated wellness and beauty market by leaning into an elevated, clean aesthetic that blends modern still life and natural beauty cues. Move away from heavy makeup and high-gloss finishes in favor of an editorial look that communicates clarity, freshness, and authenticity.
Visual storytelling will be driven by:
Clean, modern still life photography showcasing product ingredients and formulations with clarity and appetite appeal
Natural beauty portraits captured in soft lighting with minimal retouching to convey approachability, trust, and timelessness
Black & white moments used sparingly for contrast and editorial edge
This approach supports the brand’s positioning in the clean wellness space, balancing aspiration with accessibility.
DELIVERABLES
Style Guide
Catalog Design Direction
Art Direction for Photography (Beauty + Product Still Life)
Photo Assets for Multi-Channel Use
OBJECTIVE:
Re-brand Los Angeles fashion label in a saturated boho-chic industry of sameness.
STRATEGY:
Reposition brand to accentuate a casual, European sensibility and lifestyle
DELIVERABLES
Logo
Style Gudie
Lookbook
Marketing Materials
Website Concepts
ART DIRECTION / CATALOG
MARKETING
STYLE GUIDE / SIGNAGE / ASSETS / STATIONERY /
DIGITAL
OBJECTIVE
Visual positioning and rebranding Jafra Color’s Latin market. Elevate and transform the look and feel for the MLM consultant and consumer.
STRATEGY
Create bold, sexy and elevated imagery appealing to the Latin beauty audience
DELIVERABLES
Photography Assets
Website Banners + Micro Site
Social Media Content
Creative Management
Print & Video Producer
Advertising + Marketing Materials
Catalog
Events
WEBSITE BANNERS
DIGITAL / SOCIAL / VIDEO
PRINT / EDITORIAL
OBJECTIVE
Elevate brand for holiday season, showcasing full product line for target audience of millennials and families
STRATEGY
-Expanded lifestyle brand beyond millennial’s for relevancy for the whole family
-Accentuated children in imagery in anticipation of gift-giving over the holiday
-New themes of storytelling to widen the target audience without alienating current customers
DELIVERABLES
Story Concepts
Photo Art Direction
Design - Catalog & Digital
Social Media Content
CATALOG
