I’m highlighting the award-winning design and production of the Cali-Curl packaging, including its bottles, tubes, foil packets, and boxes. Additionally, I created a striking postcard design and an award-winning email campaign that played a key role in driving the product’s successful launch.

Cali-Curl is a cutting-edge professional hair-waving system that blends revolutionary technology with innovative, patented bond repair and protective solutions. This unique service offers salons an exclusive, high-quality addition to their menu, elevating the client experience with exceptional results.

For two years, I worked closely with Bertucci’s, an Italian restaurant brand known for its warm, inviting atmosphere and handcrafted cuisine. My role included redesigning the main menus, inserts, and table tents to create a more cohesive and visually appealing dining experience.

Collaboration with the client was key—from overseeing food photoshoots to ensuring every dish looked its best through careful art direction and light retouching. I followed detailed brand guidelines that extended to everything from the specific bowls and plates used in photography to the carefully refined menu language that conveyed Bertucci’s signature welcoming tone. The result was a refreshed set of materials that stayed true to the brand while enhancing its in-restaurant presentation and guest experience.

As the lead creative for America’s Beauty Show (ABS) and its parent organization, Cosmetologists Chicago (CC), I helped define and evolve the brand’s visual identity for over 25 years. ABS is one of the largest and most influential trade shows for licensed salon professionals in North America, demanding bold, fashion-forward creativity to engage a highly visual, trend-savvy audience.

During my tenure, I led the development of award-winning campaigns across advertising, event branding, and on-site experiences. From concept through execution, I directed everything from large-scale print and digital ads to immersive signage, collateral, and environmental design.

A standout project included the creative direction and design of CC’s 100th Anniversary campaign—a comprehensive timeline featured in print and as kiosk signage throughout the show, celebrating the organization’s legacy while educating attendees, exhibitors, and members.

For the past five years, I’ve continued my work with ABS and CC as a freelance Creative Director, maintaining brand consistency while introducing fresh creative solutions to keep the show relevant and ahead of industry trends.

This long-standing partnership highlights my ability to strategically guide a brand’s creative evolution over time, while continually delivering high-impact, design-driven results.

I’ve had the chance to design signage that does more than just guide—it draws attention, tells a brand’s story, and transforms spaces. From bold trade show graphics to functional wayfinding systems and environmental branding, I focus on creating signs that are both visually impactful and purpose-driven.

Produced by McCormick Distilling Co., Tarantula Azul Margarita is a vibrant twist on the classic cocktail. The brand wanted to bring the fun to more gatherings by introducing a shareable 4-pack featuring smaller, party-friendly bottles.

I collaborated closely with their team to design the custom bottle shape, label artwork, and the 4-pack carton. The final packaging captured the bold, playful spirit of the product—and quickly became a hit on store shelves.

1OO1 Woodward is a luxurious office-to-apartment conversion, offering high-end residences tailored for elite athletes and ambitious, young professionals eager to embrace downtown living. Nestled in the heart of Detroit, Michigan, these properties start at $1 million, setting the stage for a lifestyle that’s as prestigious as it is modern.

To capture the attention of this discerning audience, we needed a sales center and marketing campaign that exuded sleek sophistication. I was tasked with developing a comprehensive campaign that included everything from the logo and business cards to a grand sales mailer, print ads, and an elegant open house invitation. Additionally, I designed the on-site sales center, a striking 30-foot banner to adorn the building, and a polished one-page website to showcase the property.

On a personal note, I had the opportunity to visit the sales center once it was operational. The developers—who were my clients—were on-site that day and shared how impressed they were with the final result. They told me it was the best sales center they had ever seen in their real estate careers, and they were genuinely thrilled with both the design and execution. It was a rewarding moment to see the project come to life so successfully and with accolades.