Creative & Art Direction, Design at IPSY & MADEBY COLLECTIVE

Led the creative and art direction for IPSY and Madeby Collective beauty brand launches, guiding concept-to-retail rollout across multiple brands. Partnered with founders, influencers, and cross-functional teams to craft culturally resonant brands rooted in strong visual storytelling. Developed and scaled three distinct identities—including naming, packaging, content, and retail presence. For Complex Culture Beauty, built a minimalist, elevated identity for millennial consumers, overseeing packaging, website, social, and video. For ITEM Beauty (Addison Rae), launched a Gen Z–focused brand with playful visuals and TikTok-forward content, leading Sephora rollout and influencer strategy. For Treslúce Beauty (Becky G), created a Latinx-rooted brand from scratch, infusing cultural storytelling across packaging, campaigns, and Ulta launch. Managed in‑house and freelance teams while overseeing timelines, budgets, and high‑volume content production.

Art Direction, Design at Discovery Inc.

Led concept development and visual execution for 360° marketing campaigns across TLC, Discovery, Animal Planet, and ID. Collaborated with writers, editors, producers, and media partners to bring shows to life through bold visual narratives. Owned art direction from pre-production to delivery for multi-platform launches across print, digital, social, and OOH. Trading Spaces: revitalized a legacy design show for its relaunch after a decade-long hiatus—produced premiere campaign visuals including key art, advertising, event design, and custom PR kits. 90 Day Fiancé: drove creative strategy for one of TLC’s most-watched franchises; delivered a national-scale campaign spanning magazine ads (People, EW), digital banners, and Tinder native placements. Maintained brand integrity across platforms while developing distinct creative directions for each series.

Art Direction, Design, Illustration at Refinery29

Contributed to the growth of R29 during its editorial peak, creating high-impact visuals and managing brand partners across lifestyle, fashion, and beauty verticals. Drove visual direction for branded editorial and interactive content, partnering with clients like Ralph Lauren, 20th Century Fox, and Flower Beauty. Month of Sound Stars x Ralph Lauren: produced a month-long digital spotlight on emerging musicians, blending illustration, photography, and live event design. Astrologica (20th Century Fox): developed web-series branding and promotional content in partnership with the release of The Fault in Our Stars. Managed junior designers and interns, ensuring consistency across internal and external creative.