Expanscience is a global company behind personal care brands rooted in organic skincare, wellness, family, and everyday living. To support the company’s move to a new New York City office, I developed A Field Guide to Your New Workday, a 32-page employee guide designed to make the transition feel welcoming, useful, and engaging. I led the creative concept, visual direction, and editorial design, organizing practical workplace information alongside curated neighborhood recommendations for dining, coffee, essentials, and nearby destinations. The experience extends beyond the guidebook into a coordinated suite of materials, including a travel-inspired postcard, custom bag tag, and gift card holder, creating a cohesive and thoughtful introduction to the company’s new home.

Rooted in Santa Fe, AYOND creates sensorial skincare and fragrance inspired by the resilient botanicals, mineral textures, and atmospheric beauty of the high desert.

I developed a visual concept and original product photography that translated this connection to the landscape into evocative digital imagery. Through natural materials, sculptural compositions, and a rich, earth-driven palette, the work captured both the elemental quality of Northern New Mexico and the elevated sensibility of the brand.

The imagery was created as a flexible content library for social media, email, and digital storytelling, with selected photography featured in an AYOND customer email.

At Kenneth Cole Productions, I helped shape integrated creative across a brand built on fashion, cultural relevance, and a distinctly New York point of view. My work spanned seasonal campaigns, e-commerce, social, digital video, media, retail, and advocacy, connecting brand storytelling with the needs of a wide-ranging licensing business.

The pandemic required us to quickly rethink both the products we featured and how we spoke to consumers. I developed creative for timely categories such as face masks while continuing to support licensed collections including eyewear, watches, outerwear, and luggage. Across each touchpoint, my role was to establish a clear visual direction, maintain brand consistency, and create work that felt relevant to the moment.

For Hanky Panky’s collaboration with fashion designer Prabal Gurung, I led the creative direction for a 360-degree campaign centered on the idea “Behind The Petals.” Developed in close partnership with Prabal and our copy team, the concept connected the collection’s expressive florals with a deeper story of confidence, transformation, and inner beauty.

The campaign extended across social, e-commerce, both brands’ digital platforms, and a fashion show activation featuring the collection on the runway. Supporting content also brought forward the people and craftsmanship behind the product, including the Nepalese sewers whose work created a meaningful connection to Prabal’s heritage.

Motion content used for omni-channel campaigns.

Created as an exploratory Art Director concept for Billy Reid, this project reimagined existing brand photography as a fully integrated digital campaign. Working from a supplied marketing brief and image library, I developed the creative concept, original messaging, visual direction, and design system around the idea: “Wander. Recharge. Enjoy. Embrace a wanderlust state of mind.”

The concept extended across website, organic social, and paid media, creating a connected journey between brand storytelling and customer engagement. While the photography was supplied by Billy Reid, all campaign messaging, layouts, design art direction, and channel executions were independently developed by me.

A curated collection of beauty imagery spanning campaign, editorial, product and social content. Creative direction focused on distinctive visual storytelling, elevated art direction and a cohesive expression of each brand’s identity.

Art Direction for collaboration with the fashion designer, Christian Siriano. A behind the scenes fashion/beauty story to support the designers Spring 18 Collection and makeup collab with the brand.

Assignment: Directed creative for brand launch in the Brazil market: included creating the brand look, shooting model photography and look and feel for e-commerce site.    Model Photography: J.R. Duran