I’m a creative specializing in brand design and art direction. My work blends strategic and conceptual thinking with research-driven insight and storytelling to create thoughtful, elegant design. I thrive where meaning, creativity, and autonomy intersect.
Cricut Brand Refresh
As Cricut rapidly expanded into new markets and audiences, we saw an opportunity to evolve the brand to better reflect the diversity and emotion of its creative community. Anchored in the belief that everyone is born creative, we helped realign the brand around a unifying idea that led to the tagline Let’s Make™ and a flexible visual system.
I contributed to shaping the brand’s visual language, developing scalable templates and guidelines to ensure consistency across touchpoints, and evolving the photography direction to feel more human and emotion-led—balancing the precision of Cricut’s technology with the limitless possibilities of personal creativity.
Role: Design Direction, Art Direction, Brand Guidelines
Work produced at Cricut
ECD: Stanley Chen
CD: Drew Downie
AD: Malin Wall, Alex Cannon
Copy: Shanan Carney, Jessica Griffiths
Motion: Fionn Breen
Illustration: Jay Cover
As Cricut rapidly expanded into new markets and audiences, we saw an opportunity to evolve the brand to better reflect the diversity and emotion of its creative community. Anchored in the belief that everyone is born creative, we helped realign the brand around a unifying idea that led to the tagline Let’s Make™ and a flexible visual system.
I contributed to shaping the brand’s visual language, developing scalable templates and guidelines to ensure consistency across touchpoints, and evolving the photography direction to feel more human and emotion-led—balancing the precision of Cricut’s technology with the limitless possibilities of personal creativity.
Role: Design Direction, Art Direction, Brand Guidelines
Work produced at Cricut
ECD: Stanley Chen
CD: Drew Downie
AD: Malin Wall, Alex Cannon
Copy: Shanan Carney, Jessica Griffiths
Motion: Fionn Breen
Illustration: Jay Cover
Cricut Marketing Campaigns
Across global product launch and seasonal campaigns, Cricut introduced cutting machines, heat presses, accessories, and materials to market with a focus on real creative outcomes rather than features alone. Rooted in customer insights, these campaigns positioned Cricut as an intuitive and rewarding creative partner through benefit-driven storytelling and expressive visuals across digital, social, retail, and event channels.
I worked across multiple campaigns, helping translate products into meaningful use cases and showing how Cricut enables people to create projects that feel personal, practical, and emotionally resonant.
Role: Design Direction, Art Direction
Work produced at Cricut
ECD: Stanley Chen
CD: Drew Downie
AD: Malin Wall, Alex Cannon
Copy: Carli Jones, Jessica Griffiths
Across global product launch and seasonal campaigns, Cricut introduced cutting machines, heat presses, accessories, and materials to market with a focus on real creative outcomes rather than features alone. Rooted in customer insights, these campaigns positioned Cricut as an intuitive and rewarding creative partner through benefit-driven storytelling and expressive visuals across digital, social, retail, and event channels.
I worked across multiple campaigns, helping translate products into meaningful use cases and showing how Cricut enables people to create projects that feel personal, practical, and emotionally resonant.
Role: Design Direction, Art Direction
Work produced at Cricut
ECD: Stanley Chen
CD: Drew Downie
AD: Malin Wall, Alex Cannon
Copy: Carli Jones, Jessica Griffiths
New Beginnings OTT
Engagement Ads
Cricut Venture™ Launch Campaign
Cricut Hat Press™ Launch Campaign
AI Foundation
AI Foundation is a decentralized platform advancing trusted, personal AI to support human potential. The identity centers on a logo built from negative space, symbolizing a “fourth brain”—a digital intelligence designed to complement the human mind.
I helped design a dynamic and customizable visual system that could flex across portraiture and personalized messaging, blending emerging AI technology with a distinctly human presence to create an identity that feels intelligent, approachable, and future-forward.
Role: Brand Identity, Art Direction
Client: AI Foundation
Strategist: Erica Wiclander
UX/UI Designer: Yung H. Huang
AI Foundation is a decentralized platform advancing trusted, personal AI to support human potential. The identity centers on a logo built from negative space, symbolizing a “fourth brain”—a digital intelligence designed to complement the human mind.
I helped design a dynamic and customizable visual system that could flex across portraiture and personalized messaging, blending emerging AI technology with a distinctly human presence to create an identity that feels intelligent, approachable, and future-forward.
Role: Brand Identity, Art Direction
Client: AI Foundation
Strategist: Erica Wiclander
UX/UI Designer: Yung H. Huang
Twin Dolphin
Twin Dolphin is a private residential community on Cabo’s Santa Maria Bay, offering anticipatory service and a sense of effortless belonging. The visual system celebrates the idea that the show has always been the ocean and the sky, allowing the natural environment to remain the focal point.
I contributed to a brand expression centered on restraint and timelessness, including a custom logo drawn in one continuous line by calligrapher Peter Horridge, reflecting the calm, fluid beauty of the surroundings.
Role: Brand Identity, Design Direction
Work produced at Mucho
Client: Ohana Realty
CD: Rob Duncan
Calligrapher: Peter Horridge
Copy: David Begler
Twin Dolphin is a private residential community on Cabo’s Santa Maria Bay, offering anticipatory service and a sense of effortless belonging. The visual system celebrates the idea that the show has always been the ocean and the sky, allowing the natural environment to remain the focal point.
I contributed to a brand expression centered on restraint and timelessness, including a custom logo drawn in one continuous line by calligrapher Peter Horridge, reflecting the calm, fluid beauty of the surroundings.
Role: Brand Identity, Design Direction
Work produced at Mucho
Client: Ohana Realty
CD: Rob Duncan
Calligrapher: Peter Horridge
Copy: David Begler
