IndiMade Brands
Brand Identity System
Role: Brand Identity Design
Scope: Brand strategy, brand architecture, visual identity system, guidelines
Industry: Craft / E-commerce
Problem
IndiMade Brands was created after acquiring multiple small businesses in the soap and candle-making industry. The business lacked a unifying identity to connect these independently operated brands—while still needing to resonate with a craft market largely driven by women.
Solution
I developed a brand identity system from the ground up, focused on clarity, flexibility, and audience alignment. The direction centered on a soft, approachable visual language, anchored by a ladybug symbol representing resilience, growth, and craftsmanship. The system was designed to unify multiple brands while preserving their individual identities.
Result
A unified brand identity that connected multiple businesses and supported internal alignment—giving teams a shared visual language and sense of belonging during a period of transition. The system established a scalable foundation for a growing multi-brand organization.
Wholesale Supplies Plus
Brand Transition & Marketing Design
Crafter’s Choice Brand
Built with structure, story, and scalability
Role: Packaging Design, Visual System Development
Scope: Packaging redesign, template system, e-commerce assets, AI-generated imagery
Industry: Craft / E-commerce
Problem
Crafter’s Choice had an outdated, maximalist packaging approach using three Pantone colors, which increased production costs and created visual clutter.With a large and growing SKU catalog, the lack of a consistent system made it difficult to scale across e-commerce and retail channels, including Amazon. Product presentation varied widely, creating inefficiencies and a fragmented brand experience.
Solution
I redesigned the packaging system using a minimal, single-color approach to reduce costs and improve clarity.To support a high volume of SKUs, I developed a flexible template system that ensured consistency across products while allowing for efficient updates and expansion across channels.I also introduced AI-generated imagery for fragrance collections, using custom prompts to create cohesive.
Result
A streamlined packaging system that reduced production complexity and improved consistency across a large product catalog. The new structure enabled scalable product presentation across e-commerce and Amazon, while AI-supported imagery provided a flexible and efficient way to support fragrance storytelling as the brand expanded.
Ingredient Category
Process Category
Packaging Design
Built with structure, story, and scalability
I design packaging systems that balance visual storytelling with real-world production requirements. My work spans concept development, illustration, layout, and print-ready execution—including dielines and vendor coordination.
Each system is built to scale, supporting retail and e-commerce while delivering a cohesive, intentional brand experience from shelf to unboxing.
Selected Graphic Design Work
Systems-first work across brands and campaigns
I design across B2B, B2C, DTC, and nonprofit environments, bringing a bilingual and cross-cultural lens that strengthens storytelling and builds trust.
My work connects packaging, print, digital, social, email, and campaign design—aligning strategy and execution so every touchpoint works together with clarity and purpose.
Marcone’s Christmas Card Cover (5 in x 7 in)
Original handwritten calligraphy and illustration, finished with textured detailing to create a warm, tactile holiday visual.
Wholesale Supplies Plus — Promotional Postcard (4 × 6 in)
Photo-illustration used to promote the fall and winter fragrance collection for soap making.
2021 Northeast Ohio Buddy Walk
Organized by the Down Syndrome Association of Northeast Ohio (formerly Up Side of Downs). Illustration work blends hand-drawn elements with vector illustration to balance organic detail and precision.
Multi-channel event promotion including:
- Save-the-date postcard (4 × 6 in)
- Social media graphics for Facebook, Twitter, and Instagram
- Facebook cover design for the organization’s page
Down Syndrome Association of Northeast Ohio
— Sponsor Appreciation Invitation
4th Annual Sponsor Cocktail Appreciation Party | Closed format (5 × 7 in)
(formerly Up Side of Downs)
Led the invitation design from concept through final production. Visual effects and illustration techniques were used to create an illuminated game controller on the cover, adding depth and focus while maintaining a polished, event-appropriate look.
Marcone — Die-Cut Promotional Flyer
This die-cut flyer demonstrates hands-on experience with print production and packaging techniques. Photo-illustration and image refinement were used to create a clean rectangular header on the boot silhouette, allowing for a functional interior layout while preserving the integrity of the die-cut form.
Marcone — Promotional Apparel
Custom-designed jerseys created to celebrate the company’s 80th anniversary. Archival research informed the concept, with restored illustrations from the 1970s reinterpreted and integrated into a modern apparel design that honors the brand’s history while feeling current.
Wings for a Cause — Fundraising Campaign
Buffalo Wild Wings partnership benefiting the Down Syndrome Association of Northeast Ohio (formerly Up Side of Downs)
I led the concept, copy, and design for this fundraising campaign. Despite launching during the pandemic, the campaign successfully met its fundraising goal.
Publishing & Editorial Design
Story-driven layouts built on clarity and structure
My magazine and publication work blends storytelling, visual strategy, and design systems to engage audiences while honoring each brand’s voice. I create layouts that balance clarity and creativity—designed to inform, connect, and endure.
Marcone World Magazine
Magazine Cover
Magazine Cover
Photo Edition
Purpose-driven Design
Illustration, sustainability, and inclusion
Route T21 is a purpose-driven design project centered on sustainability, illustration, and inclusive employment. Through illustration-led work inspired by endangered species, I create eco-conscious products that support conservation and meaningful opportunities for individuals with disabilities.
At the core of this work is The REbEL against Perfection—a creative approach that challenges traditional standards of perfection by embracing individuality, process, and human difference as sources of value. The Red Wolf, one of the most endangered species in North America, represents this idea: rare, often overlooked, yet deeply essential to the balance of its ecosystem.
This work reflects a commitment to using design as a tool for impact, inclusion, and a more sustainable future.
Purpose-Driven Educational Content | Non-Toxic Living
I led the end-to-end production of this digital brochure, including concept, content design, and product photography—using design systems and visual storytelling to simplify complex non-toxic product information and support informed, sustainable consumer choices.
Illustration-Led Product Design | Wildlife Conservation
I served as the illustrator for this project, creating the original artwork featuring the Panamanian Golden Frog. The illustration was designed to function as a scalable visual system and applied across multiple product formats, using storytelling and symbolism to support wildlife conservation and awareness.