Creative Strategy

Led creative and design strategy for outdoor and CPG brands Amazon presence. Developed brand systems and digital merchandising strategies for niche products and large-scale assortments. These strategies involved implementing strategic brand design systems and developing cohesive content strategies that effectively resonated with the target audience, leading to increased conversion rates and market differentiation.

Managed 30+ concurrent creative projects, guiding internal designers in adapting large-scale production (20-500+ products), quarterly producing 6,000+ digital assets, while providing art direction to external partners to ensure consistent cross-channel implementation.

Directed teams in producing high-quality, on-brand assets, driving innovation while maintaining accuracy and meeting critical deadlines in a fast-paced environment.
CLIENTS: Wacom, Leupold, Suunto, Flir, Benchmade, Aunt Fannies, Zebco, Brush On Block, Joy Suds, frogg toggs, Laird Superfoods, Picky Bars, More Labs, Targeted Pet Care, Ledlenser, Kryptek, Palladium, and more

Art Direction
Brand Development Strategy
Product Storytelling
Strategic targeted marketing
Amazon brand strategies

Wacom specializes in developing graphics or drawing tablets, and related products. I provided the creative direction for their digital merchandising on Amazon platform.

Digital Product Campaigns

A brands digital prescience plays a critical role in attracting and building customer loyalty. Strong visual storytelling and optimized product imagery are key to capturing attention and increasing repeat purchases. This case study highlights my approach to art direction and digital merchandising on the Amazon platform, showcasing how strategic design enhances engagement and sales.

Provided creative direction and design expertise for diverse brands across lifestyle, food, and sports encompassing merchandise, social content, and retail experiences, developing distinct visual identities that strengthened market presence and audience connection. – Independent Designer

Conceptualized and executed distinctive apparel designs and event posters, developing original artwork that resonated with target demographics. The top-selling merchandise increased revenue, strengthened brand recognition, and enhanced audience engagement measurably.
CLIENTS: Fish Marketing, Hallmark Ocean Resorts, Danner Footwear, Kamp Grizzly, Portland Food Bank, SGK, Vessel Brand, Baseball BBQ, JS Sullivan Architects, Vacation Races

Brand Stories & Logos

Identities are the beginning of everything. They are how something is recognized and understood. What could be better than that?
- Paula Scher

Brand Campaign Development

Expanded KEEN’s brand presence across retail displays, print, digital, OOH, and trade shows by producing diverse, budget-conscious assets and executing unified marketing campaigns—driving a visually strategic, innovative brand experience that stood out in the market.

Omni-channel marketing
Concept Development
Art Direction
Seasonal Campaigns
Digital, print, social, retail
Design Systems

Keen Brand Campaign

I developed the brand campaign graphics for Keen's spring-summer 2017 season. Design systems worked across platforms for advertisements, retail displays, marketing and brand collateral.

Digital Branding Outdoor Brands

Creating Amazon brand stores that do more then just sell- they tell a story. By adapting brand visuals and strategically positioning products, I crafted seamless digital shopping experiences that guide consumer to conversion, while building brand integrity.

Integrated Brand Development

Columbia Sportswear - Developed brand campaigns for retail and digital marketing, creating graphic systems that ensured consistency across both brand and wholesale channels. Designed marketing assets across multiple brands, maintaining brand integrity while supporting digital, product branding, launches, and events. Focused on cohesive visual storytelling to enhance brand presence in the apparel industry.

SKLZ - Designed packaging for 130+ new products annually, ensuring clear communication and seamless integration with marketing and advertising. Created market-focused campaigns across print, retail, and digital channels to strengthen brand awareness and loyalty.

Columbia Brand Marketing

Supporting brand design collateral

Creativity and Innovation
Marketing Materials
Creative Concept Design
Retail Design
In-Store Signage & Graphics
Point-of-Sale (POS) Displays Graphic Design

Integrated Brand Campaign

I provided the art direction and design development for a new campaign in for SKLZ, a sports training product company. The concept was using their training products, you would feel confident for that performance moment.

Consumer Journey Marketing

Email and social platforms need to convey messages quickly and easily. These projects address the responsive platforms with mobile-first design thats intuitive, informative and visually appeal to convert leads and deliver the consumer through the marketing funnel.

Illustration

Apparel Design
Custom Artwork
Event Promotions
Creative Representation

Featured

Southwest Color & Form

Monumental sandstone sculpture through grunge and abstract lense.

Zion National Park Illustration

Illustration development for Zion National park race apparel

National Park Landscape Illustrations Pt 2

National Park races poster series Halftones + Hashmarks | Fall 2019

apparel design

Vintage Designs for Sesame Street

apparel design

Summer freelance project is finally live! A vintage style Sesame Street shirt designs for a race series.

apparel design

Delivering on Creative Vision

Original artwork created for a freelance clients

Apparel Illustration Galaxy

Illusttration for a race in Joshua Tree National Park. The race takes place at night, so it was important to convey this aspect in the design.

2D & 3D: Product Development, Retail & Package

Product Development
Package Design
Product Concept

Product Line Development

Artwork for the companies new line ‘Woven Roots’. The line was to include a combination of graphic styles, with a handful of designs, that can be mixed and matched between all styles.