Creative Direction & Leadership
Creative direction goes beyond how a product looks—it plays an important role in how a brand grows. I guide product development with an eye toward the bigger picture, identifying opportunities to strengthen existing assortments, expand into complementary categories, and create cohesive product stories that support sales. By balancing brand identity, consumer needs, trends, and business objectives, I help shape product strategies that feel fresh and relevant while building logically on what the brand already does well. Then I make the strategies happen. From there, I bring those strategies to life through a broad range of design and creative services, from initial concept through final execution.
Design Services
Brand & Visual Identity
Brand Identity & Visual Systems
Logo Design & Brand Marks
Brand Style Guides
Color Palette Development
Typography & Graphic Systems
Brand Collateral
Brand Extensions & Sub-Brands
Print Production, Graphics & Marketing Design
Presentations, Sales & Marketing Materials
Retail Signage & Displays
Catalogs & Lookbooks
Book Layout & Publishing
Instruction Manuals & Product Inserts
Digital & Social Creative
Print Specifications & Special Finishes
Surface Pattern Design
Packaging Design
Packaging Concept, Graphics & Packaging Systems
Die-line Development, Mock-ups & Prototype Review
Production Art, Color Proofing & Press Checks
Printer & Vendor Collaboration
Creative Direction
Creative Concept Development
Style & Mood Boards
Photography Art Direction
Product & Lifestyle Photography
E-commerce & Digital-Shelf Imagery
AI-Assisted Photography & Image Development
Creative Review & Team Direction
Product Design & Development
Product Concept Development
Concept Sketching & Ideation
Trend & Market Research
Product Line & Collection Development
Color, Material & Finish (CMF) Direction
Material & Fabric Selection
Character Design & Styling
Artwork Adaptation Across Product Categories
Technical Drawings & Specifications
Manufacturer & Vendor Collaboration
Prototype & Sample Review
Color, Material & Production Sample Approval
Product Refinement Through Production