Launching
New Brands
I partner with founders and early-stage teams to transform ideas into meaningful brand experiences, developing the foundational systems needed to grow, adapt, and evolve. From naming and identity development to MVP frameworks and scalable design systems, I help emerging brands find their voice, test possibilities, and build with intention. Embracing experimentation, iteration, and refinement, I work where technology, culture, and creativity converge to create brands designed for modern life.
M.Gemi
Italian Craft, Modern Vision
As Fractional Creative Director, I partnered with the leadership team at M.Gemi to guide the brand's creative vision during the launch of its men's footwear collection. Leading the internal creative team, I helped extend M.Gemi's commitment to Italian craftsmanship into a new category, developing campaigns and brand storytelling that balanced timeless luxury with a modern direct-to-consumer mindset. Built on the principles of small-batch production, responsible manufacturing, and enduring design, the work introduced the men's business while strengthening the brand's position as a contemporary leader in Italian-made footwear. Photography by Stewart Shining and Arnaud Pivka.
Safr Rideshare
for Women
Redefining Ridesharing for Women
Creative direction and brand development for Safr, a mission-driven ridesharing platform created to redefine the transportation experience for women. Working with the founding team, I helped shape a brand identity built around safety, trust, and empowerment, translating a complex technology platform into an approachable and human-centered experience. From visual identity and brand strategy to digital expression and customer touchpoints, the work positioned Safr as a purpose-led technology company designed to create greater confidence and connection in everyday mobility.
Attn:Grace
Changing the Conversation
Creative direction and brand development for Attn: Grace, a female-founded, mission-driven company redefining the future of incontinence care through thoughtful design, sustainability, and innovation. Partnering with the founding team, I helped translate a deeply personal origin story into a modern brand experience built around dignity, confidence, and trust. From brand strategy and visual identity to packaging and customer touchpoints, the work challenged outdated category conventions and positioned Attn: Grace as a contemporary wellness brand creating a more inclusive and empowering experience for women.
Woo Sports
Engineering Stoke
In partnership with Sprout Studios, I helped develop the brand identity for WOO Sports, an action sports technology company transforming the way athletes measure and share performance. Inspired by the thrill of progression and the spirit of competition, the identity captured WOO's mission to gamify board sports by connecting real-world performance with digital experiences. Designed to resonate with a global tribe of riders, the brand balances precision technology with the energy and freedom of kitesurfing, wingfoiling, and windsurfing, creating an identity as dynamic as the sport itself.
Alps & Meters
Elevating Alpine Tradition
Strategic brand partnership with the founder of Alps & Meters, helping define the vision, name, and identity for a new luxury outdoor apparel brand inspired by authentic alpine sport. Drawing from the traditions of mountain craftsmanship and vintage sporting iconography, we created a brand system that balanced heritage, performance, and contemporary design. The custom emblem combines an abstract “A” and “M” to form a mountain peak, with a central diamond representing precision and refinement. Paired with a modern sans serif wordmark, the identity established a timeless foundation for a brand built at the intersection of tradition, innovation, and modern adventure.
TIEM
A New Category of Athletic
Strategic brand partnership with the founders of TIEM Athletic to establish the brand’s voice, visual identity, and market position within the evolving world of boutique fitness. Founded to challenge the traditional perception of cycling footwear, TIEM brought together performance technology, fashion-forward design, and inclusive community culture to create a new category of studio-ready athletic products. We helped shape the brand expression and launch campaigns that introduced TIEM’s signature Slipstream shoe and expanded product line to a growing audience of modern athletes seeking both performance and style.
Pothecary Gin
The Art of Distillation
Brand strategy and identity development for Pothecary Gin, an award-winning organic spirit rooted in traditional craft and a modern approach to distilling. Working with the founding team, we helped translate the brand’s meticulous process, natural ingredients, and botanical expertise into a distinctive visual identity that reflected its premium positioning. Inspired by the balance of science, nature, and craftsmanship behind each small-batch release, the brand system created a refined expression designed to stand apart in the evolving world of contemporary spirits.
