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.

Directed the broader omnichannel visual strategy for Blue Buffalo across in-store retail, social media, digital advertising, and print collateral to reinforce the brand's premier market standing. Scaled rigorous, consistent creative solutions seamlessly across diverse physical and digital touchpoints.

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.

Engineered the rapid packaging design and visual architecture for Bare Republic’s emergency pandemic pivot, launching Bare Hands hand sanitizer nationwide in record time. Balanced a cheeky brand mark with trusted, health-focused standards to successfully break into mass and grocery channels.

Guided the logo redesign and complete packaging development for Fruto, a new sparkling juice line following a collaboration between Arrow Juice—one of Saudi Arabia’s premier beverage producers—and Kaleidoscope. Engineered a fresh, aspirational visual system designed to resonate within the region’s trendy youth and coffeehouse culture.

Directed strategic design initiatives across the Mars Wrigley seasonal business through Kaleidoscope, evolving the portfolio for high-visibility holiday and seasonal windows. Architected a cohesive variety bag strategy across all four main selling seasons, establishing an immersive visual framework centered on sparkle, surprise, and delight.

Partnered with Coho Creative to build the brand identity, breakthrough packaging graphics, and structural design for USPC's BLDZ building toy. Engineered three distinct structural systems—ranging from modular connectable SKUs and portable vinyl pouches to large-scale retail displays—to help the client define a brand-new category.

A strategic packaging redesign for Huggies mid-level diaper pants in Asian markets, featuring anime-inspired character development for Finley Bear, intuitive garment usability cues, and bold visual storytelling that outperformed market competitors in consumer testing.

Partnered with Coho Creative to redesign Meijer's popular Tropical Blends juice line, resolving widespread consumer confusion across 200 nationwide stores with a winning visual strategy. Re-architected the visual hierarchy and introduced an intuitive flavor-coding system that earned a 2016 GDUSA Award for outstanding commercial packaging.