Led brand strategy, visual identity, and creative direction; designed campaign visuals, social media templates,
and packaging/ product labels for retail and e-commerce.

Partnered with a small remote team to develop the identity concept and brand system elements: logo artwork
and lockups, shape/illustration language, color and typography direction, and the “joining the dots between
life & sustainability” narrative. Delivered a documented system and handoll assets that TSLS adopted and
rolled out across channels.

Amazing Friends Sweden is a nonprofit dog adoption organization connecting rescued dogs
with loving homes across Sweden. I collaborated with a team to develop a visual identity that
balances warmth and professionalism to build trust with potential adopters while maintaining
the emotional connection central to animal rescue. The branding system includes logo design,
color palette, typography guidelines, and digital assets for their adoption platform. Delivered
brand guidelines, website design elements, adoption materials, and social media templates
that work cohesively across all touchpoints.

SERVICES:
Brand Identity
Website Demo
Social Media
Apparel Print

• Marketing & communication design across print and digital
• Design of ongoing social ads and print collateral
• Bilingual asset adaptations (Dutch/English)
• Photoshoot planning support (shot ideas, compositions)

• Built a cohesive variant color system and light botanical illustrations to unify six SKUs while keeping each instantly recognizable.

• Defined label hierarchy and copy structure; set typography standards for clarity across 5.5 oz, 8.0 oz, and a coordinated sample box.

• Produced press-ready artwork, dielines, and finish specs, and delivered a printer handoff with master templates for consistent future runs.

Eddy is a California-born lifestyle brand rooted in whimsy, wanderlust, and founder Megan Eddings Feely’s fashion background (ex Marine Layer, Ralph Lauren, Tory Burch). Megan approached me to fast-track Eddy’s branding ahead of launch.

• I created the full visual identity, primary logo, icon, and brand pattern, designed to balance empowered femininity with versatility across digital and physical applications.

• The identity has since grown with the brand: in 2025, Eddy opened its first flagship store in Russian Hill, San Francisco, where my logo design evolved into a bold LED signage centerpiece. Seeing the work scale from sketch to street level was a powerful reminder of design’s ability to grow with a brand.

Puremelt Chocolate Byron Bay makes Love Bites and drinking chocolate. What started as a logo refresh expanded into a 360° rebrand after focused discovery clarified users, the brand’s vision and mission, and its position in the category. Their snackable, fudgy bites and cozy drinking blends deserved a complete transformation.

• Designed and codified the packaging system and variant rules for Love Bites and Drinking Chocolate with the Creative Director, creating a cohesive, scalable 12 SKU line.
• Co-developed flavor-to-color mapping and built a reusable component library (label hierarchy).
• Delivered press-ready dielines and pre-press files (barcodes, nutrition panels, bleed and sale zones).
• Coordinated closure and board choices with the producer to balance cost, print quality, and assembly speed.
• Produced sell-in and launch assets: ods, wholesale list, in-store posters, event signage (banners and A-frames), and social templates.