Project
Williams-Sonoma Holiday 25
Services
Concepting
Set Design
Shoot Planning
Creative Directon
Location
San Francisco, CA
Media
Photography, Video, GIFs
For the Winter campaigns, I operated at the intersection of strategy and execution — serving as liaison between the internal creative team, Creative Director James Dunlinson, photographer, prop stylist, and food stylist. I was responsible for the design and fabrication of all sets and backgrounds, defining architectural details, paint treatments, material palettes, and surface finishes to ensure each environment felt elevated, cohesive, and unmistakably Williams Sonoma. In parallel, I shaped the culinary direction — planning recipes and food styling concepts that strengthened the narrative and brought greater depth and refinement to the imagery.
By partnering with James early in the concept phase, we aligned on tone, visual rhythm, and seasonal storytelling before production began. This early collaboration allowed the campaign to move forward with clarity and cohesion. I worked closely with in-house production to anticipate stylist needs, manage product continuity, and resolve logistical details in advance — creating a streamlined process and minimizing on-set surprises.
Project
Ritz~Carlton Yacht Collection
Services
Concepting
Marketing Strategy
Creative Directon
Design Directon
Location
Fort Lauderdale, FL
Media
Photography, Video,
Design Artifacts,
Strategic Planning
I was tasked with developing a creative and marketing strategy for one of the industry’s most nuanced challenges: persuading a cruise-averse, design-literate, high-net-worth traveler to reconsider the very idea of cruising — and to do so at a premium price point. The opportunity lay not in reframing a ship, but in redefining the entire category. The brief demanded more than repositioning; it required cultural recalibration. A solution that didn’t defend cruising, but quietly transcended it.
The resulting campaign, The Lost Art of Slow Travel, reintroduced the voyage as something intimate, intentional, and elegantly unhurried. Inspired by the nostalgia of handwritten postcards — objects that carry memory, texture, and time — the campaign centered on tactile storytelling. Each destination became a curated “postcard” moment: restrained typography, cinematic imagery, and personal narratives that felt collected rather than consumed. Instead of selling cabins or itineraries, we sold anticipation, ritual, and the romance of arrival. In a culture obsessed with speed, we positioned The Ritz-Carlton Yacht Collection as an act of beautiful resistance.
Project
FLORIE
Services
Naming
Marketing Strategy
Photography Direction
Creative Directon
Video Direction
Design Directon
Location
Grasse, France
Media
Photography, Video,
Design Artifacts, Logo
Design, Package Design,
Brand Strategy, Copywriting
FLORIE was an existing beauty brand undergoing a full rename and relaunch due to demographic misalignment. I was brought in as Consulting Creative Director to redefine the brand from the ground up — repositioning it within the luxury space while working against an accelerated speed-to-market timeline. The challenge extended beyond visual refresh; it required recalibrating perception, refining audience, and establishing a distinct identity that felt considered, modern, and quietly confident.
I led the development of the new brand identity, campaign concept, packaging system, signage, and video direction — creating a cohesive world rooted in European restraint and understated luxury. The identity leaned into nuance over noise: disciplined typography, tonal palettes, and refined materiality. The campaign echoed this sensibility through cinematic minimalism, allowing texture, light, and atmosphere to shape the narrative rather than overt messaging.
Despite the compressed timeline, the relaunch unfolded with clarity and cohesion. By aligning every touchpoint — from packaging architecture to motion direction — FLORIE emerged not as a rebrand, but as a reintroduction: sophisticated, contemporary, and strategically positioned for a more discerning audience.
Manifesto
Follow your instincts
Measure twice, cut once
Eat, drink, sleep the strategy
Under sell
Over-deliver
Take responsibility
Read Joan Didion
Don't be afraid to fail
Take the initiative
Believe in your Team
Project
White House Black Market
Services
Concepting
Email Template Refresh
Design Directon
Location
Remote
Media
Photography, Video,
Digital Design Templates
For White House Black Market, I led the redesign and systemization of the brand’s email templates — transforming a series of disconnected layouts into a cohesive, scalable communication framework. The objective was to modernize the visual language while establishing a structured system that could support ongoing campaign needs with greater efficiency and consistency.
I independently developed the full concept, design direction, and build logic for the refreshed templates. The solution balanced editorial restraint with modular flexibility — introducing defined content blocks, hierarchy standards, and spacing principles that elevated the aesthetic while streamlining production. Each template was designed to function both as a standalone statement and as part of a unified ecosystem.
The result was not simply a visual update, but an operational improvement. By systemizing the design architecture, the email program gained clarity, cohesion, and long-term adaptability — allowing the brand to move faster without sacrificing refinement.
Project
KD Dance
Services
Concepting
Photo Art Direction
Production
Brand Refresh
Location
New York, NY
Media
Photography, Retouching,
Strategy, Brand Refresh
For KD Dance, an apparel brand serving professional and aspiring dancers, I led the creative direction for a photography campaign launching a new line of vegetable cashmere. Working within a highly constrained budget and accelerated timeline, the challenge was to create imagery that felt elevated and expressive without the benefit of expansive production resources. In parallel, I refreshed the brand’s logo to modernize its presence and align it more closely with the refinement of the new collection.
The campaign centered on movement, restraint, and materiality — allowing the softness and fluidity of the vegetable cashmere to lead the visual narrative. With limited production means, I focused on disciplined composition, thoughtful casting, and controlled environments that amplified tone without excess. The refreshed identity complemented this direction, introducing a cleaner, more contemporary mark that strengthened the brand’s credibility while remaining authentic to the dance community.
Despite budget limitations, the final work delivered cohesion and clarity. By aligning brand identity and campaign under a singular creative vision, KD Dance emerged with a more confident visual language — expressive yet controlled, modern yet grounded in the discipline of movement.
Project
Williams-Sonoma Home
Services
Concepting
Creative Directon
Location
San Francisco, CA
Media
Photography, Brand Decks
For Williams Sonoma Home, I was brought in as Consulting Creative Director to support a brand refresh centered on modernizing its visual language and digital presence. The project focused on redefining how the brand presented itself within swipe-driven environments — building out structured content categories and establishing a clearer, more contemporary framework for storytelling.
I led the concept development and design of the strategic decks that outlined the refreshed direction, defining updated photo guidelines and visual standards to unify future creative. The work emphasized tonal cohesion, disciplined composition, and a more refined approach to product and environmental imagery. By clarifying content architecture and elevating aesthetic parameters, the refresh moved beyond surface adjustments and addressed how the brand would consistently show up across channels.
The result was a more modern, streamlined foundation for Williams Sonoma Home — one that preserved its heritage while creating space for a cleaner, more design-forward evolution.
Project
wagwell
Services
Concepting
Marketing Strategy
Photo Art Direction
Creative Directon
Brand Direction
Digital Design
Location
Charlotte, NC
Media
Video, Photography, Brand
Decks, Digital Assets, Printed
Marketing
WagWell launched as a new direct-to-consumer pet wellness brand in an increasingly saturated supplements market. I was brought in to help shape the brand from inception — guiding identity refinement, packaging feedback, photographic art direction, Shopify site evolution, social direction, and copy tone. The core challenge was to establish credibility and warmth simultaneously, building trust for an unknown brand while operating within lean budgets and accelerated timelines.
The creative direction positioned WagWell at the intersection of clinical reassurance and considered luxury. I refined the visual identity and packaging to feel elevated yet approachable, ensuring the system could scale across SKUs without losing cohesion. Photography was developed with a clear vision: clean, confident compositions balanced by moments of intimacy between pet and owner. In parallel, I shaped the Shopify experience and social presence to reinforce clarity, warmth, and ease — translating the brand’s ethos consistently across every touchpoint.
Despite financial and timing constraints, the launch delivered a cohesive brand world rather than a piecemeal rollout. By aligning visual identity, packaging, digital presence, and voice under one strategic direction, WagWell entered the market with polish and confidence — establishing immediate credibility in a space crowded with noise.
Project
Laguna Beach Textile
Services
Product Design
Photo Direction
Marketing Strategy
Creative Directon
Design Directon
Location
Laguna Beach, California
Media
Photography, Video, Design
Artifacts, Strategic Planning
Laguna Beach Textile Company engaged me as Acting Creative Director to refresh and elevate a brand that had begun to feel dated within an increasingly competitive textile market. Known primarily for beach towels and Mexican blankets, the company was ready to evolve beyond a seasonal beach identity and expand into colder-weather categories. The challenge was to modernize the brand’s visual language while broadening its product narrative — all within an extremely constrained budget and accelerated turnaround timelines.
I led a comprehensive brand refresh spanning identity, packaging, and a full website redesign, redefining the aesthetic through a more elevated California coastal lens. The updated system emphasized restraint, materiality, and tonal cohesion — creating a refined foundation that could support both summer and winter product storytelling. In parallel, I designed a new beach towel and began development of a picnic blanket and wool blanket, extending the brand’s offering into more versatile, year-round lifestyle pieces.
While the broader evolution was ultimately limited by financial constraints and compressed timelines, the foundation was firmly established. The refreshed identity, digital framework, and product direction created a clear path forward — elevating the brand’s perception and redefining its potential beyond a purely beach-driven narrative. Even without full implementation, the strategic groundwork repositioned Laguna Beach Textile Company toward a more contemporary, year-round lifestyle brand with room to grow.
Project
FORA Travel x A2
Services
Concepting
Website Templates
Location
New York, NY
Media
UX/UI, Website Templates
In collaboration discussions with FORA Travel and A2, I developed a strategic framework for a suite of Squarespace templates designed specifically to support travel advisors in building and scaling their businesses. The proposal centered on creating elevated, conversion-minded digital foundations that could serve advisors at various stages of growth while maintaining a cohesive, premium standard across the network.
The concept focused on designing clean, flexible UX/UI systems that accommodate the diverse demographics within the travel advisor community — from niche specialists to luxury-focused consultants — without sacrificing refinement. Each template was structured around intuitive content hierarchy and streamlined service presentation, allowing advisors to articulate their expertise clearly and convert inquiries more efficiently. The visual direction emphasized restraint, clarity, and elevated simplicity to ensure professionalism without template fatigue.
While the project remains in the exploratory phase, the framework establishes a scalable, design-forward foundation intended to empower advisors with sophisticated digital tools — accelerating credibility, supporting business development, and enabling faster conversion through thoughtful structure.
Project
J.Crew
Services
Concepting
Photo Art Direction
Design Directon
Branding + Marketing
Location
New York, NY
Media
Photography, Design Artifacts
Printed Materials
Over the course of nine years as a consulting creative partner to J.Crew, I contributed across special projects, photo art direction, and the design of printed materials — supporting the brand through multiple phases of evolution. My role often bridged concept and execution, shaping visual narratives that upheld J.Crew’s distinct balance of classic American style and modern refinement.
I played a key role in the launch of J.Crew Mercantile, contributing 360° creative direction across photography and design. The work required establishing a clear visual language for a new extension of the brand — ensuring cohesion while differentiating it within the broader J.Crew ecosystem. From art direction to print collateral, I helped define a tone that felt accessible yet elevated, consistent yet distinct.
Across long-term collaboration and new brand development alike, my contribution centered on clarity, cohesion, and elevated execution — reinforcing J.Crew’s visual identity through disciplined design and considered storytelling.
Project
West Elm
Services
Concepting
Photo Art Direction
Location
Brooklyn, New York
Media
Photography, Video
During my time at West Elm, I led photo art direction across video and on-location campaigns at a pivotal moment in the brand’s evolution. The company was transitioning from a predominantly minimal aesthetic toward a more layered, lifestyle-driven narrative — one that reflected how customers actually live within their spaces rather than simply how products are styled.
To guide this shift, we developed a framework of distinct creative “buckets” — the Naturalist, the Modernist, the Globalist, and the Traditionalist — each representing a nuanced point of view within the West Elm world. I directed photography and video into these defined lenses, ensuring that styling, casting, environments, and pacing felt cohesive yet varied across the spectrum. The goal was to expand the brand’s visual vocabulary without losing its modern foundation.
The resulting work introduced greater warmth, personality, and dimensionality to West Elm’s storytelling. By anchoring lifestyle imagery within a clear conceptual structure, the brand was able to evolve thoughtfully — broadening its appeal while maintaining a disciplined, design-forward identity.