A design-forward optical brand dedicated to craftsmanship and independent luxury, Framed Ewe has been a long-term creative collaboration spanning copywriting and messaging, print and digital design, and email and SMS marketing. The work has supported the brand’s expansion into California and the development of a robust e-commerce presence through website design, digital campaigns and event collateral. Collaboration on brand initiatives and in-store activations with partners including Jacques Marie Mage, Moscot, Ahlem, District Vision and Akila continues to strengthen Framed Ewe’s connection to culture and contemporary design.

Born from a legacy of provocation and sensual self-expression, Kiki De Montparnasse exists as a world for women to inhabit, where desire, duality and self-discovery are celebrated as acts of empowerment. Collaborating closely with the brand’s president and design team, I helped shape a directional creative approach that redefined this vision across collection presentations, product lines and naming, digital campaigns and printed media. Every touchpoint was designed to feel intentional, to evoke reference and emotion, and to honor the idea that what lies beneath the surface can be the truest expression of identity. The result was a revitalized identity that felt timeless yet daring, refined yet unapologetically sensual.

An eclectic collective of neighborhood brands, each with its own voice and offering, Upward Projects is united by a shared ethos of inclusivity and connection. Within this portfolio, which includes Postino, Windsor, Joyride, Churn and Federal Pizza, I oversee creative direction across campaigns, packaging, print and digital design, and menu systems. The diversity of these concepts allows for exploration of cultural touchpoints, creating a collage of experiences that all serve the company’s purpose of making people feel good.

Built on intention and a belief that beauty can be both fleeting and lasting, Camelback Flowershop has become a destination for design-minded floristry. Working closely with the owner and creative director, I helped articulate this vision through campaign development, copywriting, packaging, website and CRM design. By defining a distinct voice and refining the brand’s digital presence, the work positioned Camelback as a destination not only in person but online, driving revenue and expanding its share of business through elevated storytelling and design.

Inspired by the founders’ German farm heritage, Barn 10 translates a family legacy into the foundation of a modern lifestyle brand. That narrative informed the identity, packaging and website for its debut product, Monsoon Matcha, where pastoral roots meet contemporary design. The work captures a balance of heritage and modernity, distilling authenticity into a brand built for the present.