For nearly two decades, Elena has provided intuitive, expertly crafted design solutions for businesses large and small. Her diverse, cross-disciplinary background is grounded in high levels of visual expertise and technical ability, resulting in a uniquely adaptable skill set that embraces new challenges with curiosity and enthusiasm. An educator and committed, lifelong learner, her creative process is collaborative by nature and successfully harnesses the power of visual expression to evolve businesses and brands.…

elena7862

For nearly two decades, Elena has provided intuitive, expertly crafted design solutions for businesses large and small. Her diverse, cross-disciplinary background is grounded in high levels of visual expertise and technical ability, resulting in a uniquely adaptable skill set that embraces new challenges with curiosity and enthusiasm. An educator and committed, lifelong learner, her creative process is collaborative by nature and successfully harnesses the power of visual expression to evolve businesses and brands.…

Available to hire

For nearly two decades, Elena has provided intuitive, expertly crafted design solutions for businesses large and small. Her diverse, cross-disciplinary background is grounded in high levels of visual expertise and technical ability, resulting in a uniquely adaptable skill set that embraces new challenges with curiosity and enthusiasm. An educator and committed, lifelong learner, her creative process is collaborative by nature and successfully harnesses the power of visual expression to evolve businesses and brands.

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Work Experience

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Education

Bachelors of Art - Graphic Design at Western Washington University
October 30, 2024 - June 9, 2006

Qualifications

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Industry Experience

Consumer Goods, Non-Profit Organization, Agriculture & Mining
    paper ICONE Winery Brand Identity, Packaging, and Promotions

    ICONE Winery is a wine brand seeking to introduce a premium Walla Walla wine in a can to the Pacific Northwest wine market. They envisioned a brand that would challenge the perception of canned wine as low quality.

    I worked with them to translate the brand essence into an edgy and exciting brand identity system and core visual assets, including logos, typography, color palettes, illustrations, and key visuals.

    After laying the vital groundwork for brand identity, I moved forward with developing their packaging strategy, which consisted of a can design and a four-can pack box that delivered products for four differentiated wine varietals. I developed physical and 3D digital mockups to help refine concepts and gain valuable insights through focus groups and from industry gatekeepers.

    As the team prepared a go-to-market, I helped develop print and digital media, sales videos, and promotional (pitch kit) packaging. These all became important assets and tools for the sales team as they prepared to launch and sell ICONE.

    As a vital part of the branding and creative efforts, I worked with photographers to develop content and storytelling. I provided art direction, location scouting, prop styling, and support, ensuring the brand message was delivered through image and style.