— Brand Identity Systems
— ROLE
Art Direction
Graphic Design
Branding
— DATE
2022 – 2026
Building cohesive identities that support recognition, growth, and consistency across channels.
From brand clean-up to modern visual evolution, this work shows how I helped translate business goals and audience behavior into clearer, more scalable identity systems. My role focused on preserving brand equity while improving structure, visual consistency, and everyday implementation across marketing channels — helping established brands move forward without losing customer familiarity.
IndiMade | Brand Unification Through Strategic Identity
Created a strategic identity system to bring multiple businesses together under one cohesive brand experience. Instead of replacing existing brand equity, the solution focused on unification, connection, and long-term scalability. The ladybug became the central symbol—representing the integration of distinct brands into one recognizable ecosystem. The resulting umbrella brand created stronger alignment and a scalable foundation for growth.
Transformed an established product line through a more intentional packaging system designed to improve clarity, elevate perception, and simplify execution. By reducing visual complexity and strengthening the overall brand architecture, the redesign created a more cohesive experience while supporting scalability across collections. The result was a cleaner and more recognizable visual identity aligned with long-term growth.
IndiMade | Brand Unification Through Strategic Identity
Created a strategic identity system to bring multiple businesses together under one cohesive brand experience. Instead of replacing existing brand equity, the solution focused on unification, connection, and long-term scalability. The ladybug became the central symbol—representing the integration of distinct brands into one recognizable ecosystem. The resulting umbrella brand created stronger alignment and a scalable foundation for growth.
— Brand Identity Systems
— ROLE
Art Direction
Graphic Design
Branding
— DATE
2025
Building cohesive identities that support recognition, growth, and consistency across channels.
From brand clean-up to modern visual evolution, this work shows how I helped translate business goals and audience behavior into clearer, more scalable identity systems. My role focused on preserving brand equity while improving structure, visual consistency, and everyday implementation across marketing channels — helping established brands move forward without losing customer familiarity.
Brand Creation
Building strategic brand foundations informed by research, audience understanding, and cultural relevance.
Así | Creating a Brand with Cultural Intent
Developed a strategic brand system for a new fragrance and personal care brand designed to connect with a new generation of consumers. Guided by cultural research and audience insights, the work focused on creating an authentic identity that balanced self-expression, inclusivity, and long-term scalability. From visual identity and graphic systems to brand voice and guidelines, the resulting framework established a cohesive experience across packaging, digital, social, and influencer channels.
I helped shape Así’s brand direction by translating the audience, cultural tone, and visual personality into a usable brand system. While brand voice was developed collaboratively, my work influenced how the brand’s bold, confident, and expressive personality came through across identity, color, typography, imagery, packaging, and digital applications.
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I helped transform audience insights and cultural research into a scalable brand system.
