Led creative direction for Verishop’s e-commerce launch, overseeing the concept, strategy, and execution of all visual assets across Home, Beauty, and Fashion categories. Managed product and lifestyle photo shoots, styling, and post-production to deliver cohesive, high-quality imagery. Collaborated with internal teams and external partners to develop a versatile creative guide, establishing a strong brand identity across digital and print platforms.
I’ve led numerous creative photoshoots for a range of renowned brands, crafting visual stories that resonate across fashion, beauty, and eCommerce. Due to NDAs and timed releases, many projects can't be displayed, but each reflects my expertise in delivering cohesive, impactful visuals that bring a brand's vision to life.
Concept, direct, manage and produce photography brand assets: rebrands, brand’s seasons and marketing development. Manage all talent: castings, photographers, stylists, pre and post production.
In this project for Nordstrom's "Pay Your Way" program, my goal as Creative Director and Designer was to deliver a unified customer experience that clarified and showcased Nordstrom’s flexible payment options across digital platforms. Leading the process from strategy to execution, I focused on creating visually dynamic and easily digestible designs that aligned with Nordstrom and Nordstrom Rack’s brand guidelines.
Approach:
We developed a clean, modern visual language to enhance user understanding and engagement with the payment options. By leveraging sleek photography, custom iconography, and a cohesive style guide, we ensured consistency across app interfaces, banners, and landing pages. Each design element was crafted to support a seamless journey for customers exploring Nordstrom’s various payment methods.
Deliverables:
Creative Direction: Defined the visual tone and style for cross-platform consistency.
Design Assets: Developed banners, icons, and layouts for app, desktop, and email.
Illustrations and Photography: Integrated custom imagery to visually communicate payment options in an engaging way.
Style Guide: Established a style guide for fonts, colors, and iconography to ensure brand cohesion across all touchpoints.
This project resulted in a clear, cohesive visual experience that simplifies the payment choice process for Nordstrom customers, enhancing user interaction while maintaining brand integrity across platforms.
OBJECTIVE:
Visual positioning and rebranding Jafra Color’s Latin market. Elevate and transform the look and feel for the MLM consultant and consumer.
STRATEGY:
- Create bold, sexy and elevated imagery appealing to the Latin beauty audience
- Provide messaging that expressed confidence and optimism
RESULTS:
Reinforced brand recognition in targeted markets and new consumers which lead to increase in sales.
DELIVERABLES:
PHOTOGRAPHY ASSETS / CREATIVE MANAGEMENT PRODUCER / ADVERTISING + MARKETING MATERIALS / PACKAGING / WEBSITE BANNERS + MICRO SITE / SOCIAL MEDIA CONTENT / CATALOG
OBJECTIVE:
Increase market share by expanding beyond medical into the general wellness space.
STRATEGY:
- Re-brand the medical grade CBD seizure-inhibitor technology to shift perception and accept as an overall wellness solution
- Fresh lifestyle imagery conveyed support for all-ages
- Packaging redesigned less clinically, appealing to people from all walks of life looking to supercharge their wellness routine
DELIVERABLES:
LOGO / PHOTOGRAPHY ASSETS / WEBSITE / PACKAGING / MARKETING + ADVERTISING / SOCIAL MEDIA CONTENT
SOFT GOODS • TABLETOP • INTERIORS
OBJECTIVE:
Relaunch Proto Homes, a prefab home brand with redefined product categories and messaging.
STRATEGY:
- Refocus and simplify core messaging
- Re-package and simplify core product lines
DELIVERABLES:
LOGO / STYLE GUIDE / PHOTOGRAPHY ASSETS / SOCIAL MEDIA CONTENT / CREATIVE MANAGEMENT / MARKETING MATERIALS / WEBSITE
