Purpose-driven
legacy branding
that connects.

brand packaging + Retail

I am deeply passionate about harnessing the influence of CPG (Consumer Packaged Goods) design to drive the mass adoption of sustainable packaging alternatives, such as mycelium, cellulose, and algae-based materials. It has been a privilege to contribute to this movement by inspiring major brands like Simple Solution Naturals to transition from plastic to cellulose packaging.

At the start of my career, I had the honor of apprenticing as a Production Artist under the late Dudley Campbell of Procter & Gamble. Together, we worked on iconic projects, including packaging for Reynolds Wrap, Rudolph’s Bacon Snaps, and Mrs. Baird’s Bread. This hands-on experience laid the foundation for my expertise.

I later gained in-depth knowledge of print production by working in-house at a flexographic printing press, mastering the technical nuances of the process. Over the years, I’ve collaborated with print vendors across the U.S. and China, developing mechanicals for a wide range of packaging solutions, including custom bottles, wraps, boxes, and retail end-caps. These experiences have shaped my ability to combine creative design with technical precision, resulting in impactful and sustainable packaging innovations.

experiential & BRANDing

A logo or packaging design alone does not define a brand. A brand is the irrational, emotional connection a consumer forms with a product or service—it's how the experience resonates on a deeper level.

The brand strategy process is largely qualitative. It involves empathetically mapping the customer journey at every touchpoint while uniquely articulating the core essence of the brand. This essence often aligns with a specific archetype, designed to trigger emotional responses. The result is a dance of perception—a carefully crafted spell of influence that captivates and inspires.

Experiential branding takes this connection a step further, drawing audiences into immersive, interactive environments. It’s about telling a story, educating, or engaging the senses in ways that go beyond traditional signage or screens. This approach places the user’s experience of the brand or message at the forefront, creating memorable, transformative interactions.

Digital Marketing & More

Studio Art

I’m a passionate believer that creatives must keep a studio practice to stay innovative in design thinking. Please a sampling of my illustrations and paintings.

Textiles + Patterns + Invitations

Please enjoy my original hand rendered works. No AI was used in the creation of these projects.