CREATIVE DIRECTION
As Senior Manager, Associate Creative Director of the HOME Category at Target.com, I oversaw a skilled team of ACDs, Art Directors, and Designers. Together, we crafted vibrant and authentic spaces that resonated with our guest. I guided the team in integrating 3D and motion imagery seamlessly with traditional photography, enhancing the overall creative impact.

Additionally, I spearheaded the introduction of a fresh 'graphic photography' style to our online platform. By taking cues from our stores and leaning into an Omni led experience, we infused the category with Target's signature playful yet sophisticated brand aesthetic.

VISIONARY
I developed an Art Director Pilot program aimed at training Senior Designers in the art of 'Art Directing a Photoshoot.' The program paired Senior Art Directors with Senior Designers, enabling them to collaborate from initial ideation to the completion of the final asset. This initiative provided a valuable opportunity for Senior Art Directors to mentor while allowing Designers to gain firsthand experience as Art Directors on set. The program was met with resounding success.

ART DIRECTION & DESIGN
I spearheaded the development of the brand style guide and digital assets for an innovative website dedicated to supporting women through the journey of menopause. Drawing upon a blend of playful typography, a bold color palette, and relatable imagery, I curated a modern aesthetic that resonated with the myalloy.com audience.

By strategically weaving together these elements, I crafted a visually engaging experience for women navigating this important life stage. To explore further visit myalloy.com.

ART DIRECTION & DESIGN
As the Digital Design Manager at Bed Bath & Beyond, I orchestrated a team of skilled designers to craft vibrant and captivating digital experiences that not only delighted but also inspired customers to discover more. With a focus on boldness and color, our designs aimed to engage and resonate with our audience at every click. Moreover, I meticulously managed and elevated the brand's graphic identity across various channels including the website, email campaigns, and special projects.

My unwavering commitment to detail and consistency ensured that the brand's visual language remained cohesive and impactful, leaving a lasting impression on our audience.

ART DIRECTION & DESIGN

As the Digital Art Director for NYCo, I specialize in bringing fashion stories to life through innovative art direction and design. I immerse myself in the brand's ethos, delving into its aspirations to create compelling visuals that resonate with audiences and drive sales.

A standout project was the launch of the Eva Mendez Bridal Collection, where I spearheaded the entire creative process. From collaborating with vendors to fabricate captivating sets to meticulously capturing product videos that showcased the intricate details of the dresses and jewelry collection, I ensured that every aspect of the launch was executed flawlessly, leaving a lasting impression on our NYCo guest.

CREATIVE DIRECTION & DESIGN

I was hired on the brand team to provide art direction and design for the 'Gift with Purchase' program. I owned and managed the color correction process and designed the marketing creative for GWP and the Red Door campaign. 

CREATIVE DIRECTION

In my role as consulting Senior Art Director, I embraced the challenge of creating and defining the aesthetic for IvankaTrump.com. I firmly believe that every brand deserves exceptional design, which is why I took on this task. My goal was to develop a visual identity that was approachable, modern, and infused with just the right amount of sophistication.

My expertise lies in blending visual storytelling for
e-commerce with editorial content, a combination that perfectly aligns with my skill set. From capturing the essence of motherhood to showcasing the latest fashion trends and empowering career narratives, I transformed diverse topics into captivating photographic moments. Utilizing mood boards and on-set art direction, I meticulously crafted each scene to convey the brand's ethos.

ART DIRECTION & DESIGN

As the Graphic Designer at Cole Haan, I thrived in an environment that encouraged and celebrated creative versatility. From illustrating and designing captivating packaging for holiday, crafting compelling marketing collateral for in-store displays and out-of-home advertising to creating digital assets. I embraced each project with passion and innovation.

In addition to my core responsibilities, I collaborated closely with our international wholesale team members to ensure that the brand's visual identity remained consistent across all markets. By leveraging my design expertise and understanding of global branding nuances, I played a pivotal role in maintaining the brand's integrity and resonance on a global scale.

Throughout my tenure at Cole Haan, I continuously sought out opportunities to push creative boundaries and elevate the brand's visual presence, leaving a lasting impact on both our customers and stakeholders alike.

ART DIRECTION & DESIGN

Essence Magazine wanted to 'jazz up' their B2B marketing. I was hired to concept and create special pieces to showcase upcoming events. The results were fun takeaways that delivered information and elegant design.

CREATIVE DIRECTION

As Brand Creative Director for Occasion Brands, my role was to define the brand positioning of PromGirl. I set out to establish the PG aesthetic as fun, youthful, and quirky. I cut through the competitor clutter of eCom by specializing in concepts geared toward the needs of the audience and the brand. With a keen focus on the ‘the dress and the party, each image is a celebration moment.

CREATIVE DIRECTION

BHLDN (Anthropologie's Wedding brand) wanted an Art Director who understood their design aesthetic to art direct their eCom Spring bridal campaign and product videos. I was hired to bring my on-set photoshoot/video experience to capture the details and mood of each gown.

CREATIVE DESIGN & DESIGN

HBO’s Employee Communication and Initiatives team launched the ‘Welcome Summer Interns’ program. The goal was a design that instantly conveyed 'New York'. Using the easily recognizable Helvetica font 'train' letters as inspiration. I designed posters, tote bags and an online booklet to have that quintessential NYC vibe.

HBO also wanted an internal magazine designed for their employees called 'inHBO. I created the inHBO logo, and the look and feel for the cover and inside pages.

For the campaigns 'At HBO Every Name Matters', and You’ve been Cast!, Welcome to HBO. I created the logo lock ups, designed totes, posters and printed materials for new hires.

ART DIRECTION & DESIGN

Totsy.com was a start-up flash sale site for mothers. I was hired as the Art Director to enhance the look and feel of its online presence. Alongside copy and the merchandise team, I worked with various partners such as Disney, HSN, and Melissa and Doug to create co-branded digital assets. I oversaw product launches, created brand guidelines and created seasonal campaigns to elevate the Totsy brand.

Defining the look through stock illustration and photography: During my time at Totsy, I sourced existing creative to propel the visual direction forward. I carefully curated stock illustrations and photographic images, aligning lighting and styling direction to ensure cohesiveness.

CREATIVE DIRECTION & DESIGN

In this section, I display work where I truly enjoyed the end result.

TRUUPN was a short-lived digital product that needed an identity. I created the brand look and feel from the logo to the tees. The app allowed working parents to arrange commuting for their kids. The look needed to appeal to adults, but still convey youth and fun. I illustrated the characters and used a cheerful palette along with modern typography to create a unique, quirky brand.

The Jim Crow discussion Guide is one of those special projects. I was hired by WNET New Public Media to take a difficult subject matter and create a respectful conversation piece. This poster and discussion guide in conjunction with the WNET broadcast of the same name were used in high schools across America to discuss the Jim Crow Laws. The booklet was 8 1/2”x11” printed in 2 color, with perforated discussion cards.
A careful curation of photography made the finished piece impactful. The positive reaction to the guide and poster resulted in a reprint of the materials.

VetementsDeMarques was concept eCommerce site. It was geared toward the fashion forward, design conscious shopper. I used strong typography and primary colors to create energy and movement in the homepage, landing page and email design.  

FLUFFUNION I created this logo for a spec project. I enjoy creating logos and I wanted to include this additional skill in my portfolio.

ART DIRECTION & DESIGN
As a freelancer working for The Moret Group I created emails and homepages. I was able to bring my strong design sensibility for typography and images together to create compelling beautiful emails for the Danskin and 2xist customer.