As a designer at Kaleidoscope, I helped evolve Café Bustelo’s distinctive visual identity for its expansion into ready-to-drink beverages.

I developed original packaging routes exploring how the heritage brand could stretch into a new category while retaining its Latin character and most recognizable equities. Two of my concepts advanced through qualitative consumer testing into quantitative validation, and I later took point on production and development of the broader brand system.

As Design Manager for Good Measure, I served as the internal design lead for a packaging redesign aimed at making the brand easier to recognize without losing the blood sugar-friendly benefit consumers cared about.

Partnering with our agency and cross-functional team, I helped guide the new brand hierarchy and advocate for a bolder evolution of Good Measure’s visual identity. The resulting system doubled on-shelf recognition and increased brand awareness by 100%, contributing to continued growth across retail and e-commerce.

As Art Director for Blue Buffalo, I translated the Life Protection Check campaign into a flexible visual system designed to help pet parents better understand their dogs’ individual and nutritional needs.

I explored and established the key visual direction, then developed Puppy and Senior executions using checkmarks and information design to organize changing benefits within a consistent campaign language. The broader campaign expanded nationally across retail and digital touchpoints, generating 685M+ estimated impressions.

As a Senior Designer at COOLA, I helped evolve the brand beyond its sunscreen roots as it expanded into skincare and reached a broader beauty consumer.

Working alongside our Creative Director and design team, I contributed to a more sophisticated, flexible visual expression and brought it to life across email, digital, print, and retail. The refreshed system remained in use for roughly three to four years.

As a Senior Designer at Kaleidoscope, I co-led the development of Folgers Noir, an exploration of how far the legacy brand could stretch into premium coffee.

I helped shape the strategic territories and client presentation, then developed the selected direction into a complete packaging system across four roast varieties and multiple formats. Following consumer testing, Folgers Noir launched nationwide in 2019.

As Design Director for Bare Republic, I led the design of Bare Hands, a new hand sanitizer line created in response to the rapidly changing needs of 2020.

As the sole designer on the initiative, I developed the packaging system and carried it through production and launch. The initial line reached market by June 2020 and later expanded into a six-product family.

As Art Director for Blue Buffalo, I designed across retail, e-commerce, digital, and print, translating established brand and campaign systems into a wide range of consumer touchpoints.

My work ranged from developing new key visual directions to designing structural retail displays, product education and digital media, balancing brand consistency with the needs of each brief, retailer, and format.

As a Senior Designer at Kaleidoscope, I worked on a two-person team dedicated to the Mars Wrigley business, with a particular focus on seasonal packaging and illustration.

I designed and illustrated character-driven variety bags across Halloween, Holiday, Valentine’s Day, and Easter, helping create a recognizable seasonal language that could flex across occasions, products, and formats. Roughly 80% of the packaging shown ultimately went to market.

As a Designer at COHO, I developed original packaging concepts for Kimberly-Clark Vietnam’s Huggies diaper-pants portfolio as part of a three-person design team.

Two of my concepts took very different paths: Urban Playground outperformed the category leader in consumer testing, while the client later brought Doodle World back for a new premium brief. After its selection, I led the concept’s extension into a fully designed and approved 10-design portfolio.

As a Designer at COHO, I developed the selected concept for a redesign of Meijer’s Tropical Blends juice line, focused on making individual flavors easier to understand and shop.

I carried the direction through refinement and a four-flavor rollout, using simplified hierarchy, fruit-forward imagery, and color to differentiate the line. The redesign reached roughly 200 Meijer stores and received a 2016 GDUSA American Package Design Award.

As a Designer at Kaleidoscope, I developed an exploratory identity and packaging direction for a new Fruto sparkling juice line from Saudi Arabian beverage producer Arrow Juice.

My concept paired a redesigned Fruto logo with original abstract fruit illustrations and a restrained packaging system, exploring a more minimal, premium expression for the youth-oriented beverage.

As a Designer at Coho, I partnered with an industrial designer to explore three structural packaging directions for BLDZ, a new building toy in development for US Playing Card Company.

Across connectable boxes, reusable travel packaging, and an oversized illustrated concept, we explored how structure could reinforce different reasons to want the toy. I developed the identity and graphic design for two directions and translated an existing identity into the third.