Brand Expression Design
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Brand Expression Design *
Instinct. Insight. Expression.
A Point of View
I’m a design leader and storyteller whose approach to brand building was shaped by a decade in New York fashion and trend. It was there that I learned to anticipate what’s next, read between the lines, and understand how shifts in culture, aesthetics and human behavior influence what people want and how they connect.
That foundation continues to shape how I build brands today—turning cultural insight and human truth into distinctive ideas, identities and experiences that feel relevant, resonant and built to last.
THE FOUNDATION
A decade in New York fashion.
Fashion taught me to see before I learned to build brands. A decade immersed in New York fashion and trend sharpened my instinct for culture, craft and what’s next—becoming the foundation for how I build brands today.
BRANDS
L. Period Care
As Design Director for four years, I shaped L.’s brand voice and visual identity, building a modern expression of natural period care that felt distinctly feminine, gentle and powerful—balancing the softness of organic cotton with the confidence of performance.
PROOF
As Design Director, I helped shape Proof’s brand expression and consumer experience, bringing a fresh, elevated perspective to reusable period care. The work balanced innovation and performance with confidence, femininity and style—helping make a highly functional product feel modern, desirable and beautifully everyday.
TAMPAX
Leading design for Tampax means evolving an icon without losing what makes it iconic. My work focuses on building a flexible, ownable brand expression across an increasingly diverse content ecosystem—designed to win in digital environments while strengthening recognition at every touchpoint. From portfolio packaging architecture and digital shelf to eContent and brand storytelling, the challenge is balancing consistency with constant reinvention.