San Francisco-based designer, producer, strategist, and lover of all things brand.
Currently leading visual direction at MIXT.
MIXT Brand
2023-
BRAND IDENTITY PRINT & EDITORIAL DIGITAL UI/UX
PACKAGING & OBJECTS ART & IMAGE-MAKING PHOTOGRAPHYI’ve led brand and visual directions at MIXT since mid-2023, shortly after the salad chain rebranded. The original salad makers have a long history as a timeless go-to for lunch in San Francisco’s Financial District, but as the brand matured, its positioning has evolved from fresh + functional meal fixes to sustainability-forward, chef-driven food with people-centric service. Thus, I’ve played a leading role in all key brand touchpoints and experiences.
MIXT - Cozy Season
2024-2025BRAND IDENTITY PRINT & EDITORIAL DIGITAL ART & IMAGE-MAKING Every year in the last week of October, MIXT has the unique opportunity to reintroduce themselves with a Fall and Winter campaign that spotlights seasonal occasions and new menu items, for which we develop unique looks that stay rooted to the core brand. I set guardrails for how to use new palettes, display fonts, and other graphic extensions intentionally to create visual excitement and promote new menu offerings across channels while collaboratively crafting strategic marketing initiatives that drive trial, sales, and acquisition.
MIXT - Picnic Season
2024BRAND IDENTITY PRINT & EDITORIAL DIGITAL ART & IMAGE-MAKINGAt the end of Cozy season, we do it again and design a new system of aesthetics for Spring and Summer. Old seasonal offerings come off the menu and new ones take their place, and the same goes for the visuals that promote them. Designing with the seasons allows MIXT to message with trends while enabling gradual evolutions and situations for the brand beyond our core offerings.
Current Foods
2022-2023
BRAND IDENTITY PRINT & EDITORIAL DIGITAL UI/UX
PACKAGING & OBJECTS ART & IMAGE-MAKING PHOTOGRAPHY The full package for a plant-based fish company ushering in the Catch of Tomorrow. Inheriting a fresh set of guidelines upon my arrival,
I worked with a marketing team of three to fine-tune our library of elements and develop a messaging strategy as whimsical and adventurous as the visuals. The result was an omni-channel go-to-market that welcomes everyone from veteran vegans and fluid flexitarians to join a movement towards preserving and protecting our oceans without compromising our taste buds or health.
immi
2021-2022 DIGITALEmail campaigns for an upgraded, plant-based instant ramen brand. Immi’s bold identity infuses the visuals of traditional Asian cuisine brands with a contemporary zaniness, helping ramen lovers to elevate their diets with a plant-based alternative and push their creativity in the kitchen without compromising on taste or prep time. Synthesizing their striking type combinations, yellow and black duet, and high-contrast imagery, I developed a myriad of email and SMS-creative layouts to help immi expand the library of visual motifs that match the quirky and lighthearted brand voice.
Plunge
2021-2022
BRAND IDENTITY PRINT & EDITORIAL DIGITAL UI/UX
PACKAGING & OBJECTSFoundational brand guidelines, messaging samples, and prototypes to elevate the fastest-growing ice bath brand in America. With only a logo to preserve throughout the brand expansion process, the creative team at electrIQ marketing chose visual themes of discipline, fluid movement, and cold immersion to complement a knowledgable and enthusiastic brand voice, welcoming new audiences to the cold-plunging community. Once aligned on the nitty-gritties of the ID, we carried out blog posts, infographics, email creatives, and web solutions for PLUNGE to expand their lifecycle marketing efforts.
Extra
2021-2022DIGITAL ART & IMAGE-MAKINGInfographics to support the visual presence for the blog of a debit banking service that builds credit. Extra came to electrIQ marketing with a sleek brand for a unique product, so we helped them build out their blog with the support of data visualizations and friendly copy to bring clarity to the murky world of credit. Introducing glossy and satin textures, 3D illustration, iconography, and memojis, we helped Extra excel on search results while generating rapid following and enrollment.
North Union Farmer’s Market
2020-2021BRAND IDENTITY PRINT & EDITORIAL UI/UX PACKAGING & OBJECTS ART & IMAGE-MAKINGA branding and collateral starter pack for a non-profit farmer’s market organization in Northeast Ohio. With weekly events at seven Greater Cleveland locations, the new identity utilizes a vibrant palette and emblem set to distinguish each market while maintaining brand cohesion and unity across Cleveland’s diverse localities. Sharp produce illustrations complement copy and type selections that straddle the line between silly and serious to reinforce an authentic and welcoming brand persona.
Archive
2019-PRINT & EDITORIAL DIGITAL ART & IMAGE-MAKING PHOTOGRAPHY