2024
Art Direction Support
In Collaboration with Family Bros
Designed in collaboration with Family Bros, I led the design and provided custom illustration for this seasonal print supplement, a high-touch editorial piece crafted to evolve L.L. Bean’s heritage aesthetic for a modern audience. My role involved translating overarching brand goals into a cohesive, multi-page narrative, where I established the typographic hierarchy, rhythmic pacing, and image curation. By integrating bespoke illustrations with a disciplined, high-contrast grid, I pushed the traditional catalog format into a premium editorial space—honoring the brand’s rugged legacy while introducing a sophisticated, design-forward edge.
Digital Art Direction
Digital Strategy
Led art direction and design for a high-volume monthly CRM cycle, managing the visual execution of several key seasonal campaigns. I constructed a rhythmic, block-based layout system that utilized vibrant color-blocking, bold typography, and custom motion design to keep the brand's digital presence feeling fresh and urgent. By integrating animated headers and character-driven illustrations, I ensured that these batch communications maintained a high level of engagement and visual "punch" while adhering to the brand’s core aesthetic.
2026
Digital Art Direction
Digital Strategy
High-impact performance creative developed for Hippeas' Meta advertising ecosystem. Bridging vibrant, retro-inspired color theory with high-converting direct response frameworks, this multi-channel ad suite pairs bold typography and dynamic macro photography to capture attention in feed. By balancing playful brand storytelling with clear, performance-driven callouts highlighting key product benefits, the creative strategy leans heavily into stopping power while maintaining an elevated, cohesive visual brand presence.
2025
Digital Strategy
Lead Designer
Led the end-to-end visual strategy and creative execution, balancing premium brand storytelling with high-performance direct response design. Built a cohesive multi-channel ecosystem across Meta, Google, and email that successfully cut through intense Q4 noise.
The performance-optimized creative delivered a massive 7.51 total ROAS on Meta (peaking at 14.59 ROAS) alongside a highly efficient 4.55 ROAS on Google.