Creative director working in brand architecture and identity, packaging, and brand renovation. Experience in high-end beauty, wine, spirits and food — crowded categories where products need to stand out as much on shelf as they do in hand.
L'Oréal Professional Products Division Multi-year tenure
In-house art director across seven professional brands and roughly $1B in annual sales. Whole-brand redesigns, hundreds of SKUs per year, and regular press-floor visits.
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Viva Tequila Seltzer
A tequila seltzer built from zero into a third space between vodka-seltzer ubiquity and kitsch-tequila pastiche. Top-to-bottom brand work, absorbed into the client's own standards.
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LVMH (Moët Hennessy Wines & Spirits) c. 2022
A bespoke direct-to-consumer brand for the LVMH wines and spirits portfolio in the US, positioned on heritage and craft rather than gloss.
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Drinkworks (Anheuser-Busch InBev × Keurig) circa 2018–2021
Five concept directions for the pods and tube sleeves of the Drinkworks Home Bar. Divergent thinking before convergence, with the shipped product staying close to the chosen direction.
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Haven Hot Chicken
An identity system flexible enough to survive whatever each new lease throws at it. Same brand, different building, every time.
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Une Femme Wines
A targeted in-store intervention for a women-made California wine brand. Fixing what was losing them on shelf without redesigning the bottle.
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