Logo Design — Strategic Identity Across Industries

This collection showcases my range in logo design—from playful and illustrative to bold and minimalist. Each mark was crafted to align with the unique voice, audience, and positioning of the brand it represents. Whether building visual identities for startups, licensing capsules, or in-house sub-brands, I approach every logo as a storytelling opportunity.

Versatility in Style: From hand-drawn to vector-sharp, I adapt my aesthetic to match the tone and function of the brand.

Function Meets Storytelling: Every design balances memorability with scalability—built to live across platforms, from digital to packaging to product.

Strategic Thinking: My logos don’t just look good—they solve creative problems and help define how a brand shows up in the world.

This body of work represents years of thoughtful identity creation, each tailored to leave a lasting visual impression.

LFM — Brand Creation & Creative Direction for Loungefly Men’s

When I joined Loungefly, I was entrusted with a blank canvas: to conceptualize and build an entirely new men’s line from the ground up. From naming the brand (LFM) to crafting its identity, I developed a creative direction that filled a white space in the market—bringing licensed product design to a more elevated, streetwise aesthetic tailored for male consumers.

Brand Development: Conceived and named LFM, establishing a clear, ownable brand voice and design DNA distinct from core Loungefly.

Creative Direction: Led all facets of brand identity, from logo design to seasonal themes, translating pop culture IPs into minimalist, wearable statements.

Product Innovation: Developed full collections across bags, accessories, and apparel—anchored in thoughtful construction, modern silhouettes, and restrained use of character elements.

Licensor & Retail Buy-In: Successfully pitched the concept to major licensors and retail partners, earning enthusiastic support and opening new distribution opportunities for the company.

Bringing LFM to life stands as one of the proudest moments of my career—transforming an idea into a fully realized brand that resonated with both licensors and consumers alike.

Creative Director – Loungefly
At Loungefly, I led the creative vision and product storytelling for licensed accessories, overseeing a diverse team of designers and developers. I partnered with top-tier brands like Disney, Warner Bros., Pokémon, and more to deliver trend-driven collections that resonated with fans and retailers alike. From concept to shelf, I drove design strategy, cross-functional alignment, and campaign presentations that helped scale the brand from a niche label to a major player in the pop culture space.

Hello Kitty x Keith Haring — Capsule Collection Design & Expansion

For this unique collaboration between Sanrio and the Keith Haring estate, I was responsible for bringing the collection to life through custom design and creative expansion. Working within the constraints of two iconic style guides, I pushed the visual identity further—merging Hello Kitty’s charm with Haring’s signature street-art energy. My scope included:

Custom Graphics: Designed original hybrid graphics that honored the DNA of both brands while introducing fresh compositional layouts and playful character integrations.

Style Guide Expansion: Built upon the provided assets by reimagining color stories, poses, and background patterns—ensuring the collection felt unique, not off-the-shelf.

Mockups & Product Visualization: Developed full mockups across apparel, accessories, and lifestyle goods, presenting a complete vision for cross-category execution.

Brand Integrity: Maintained the integrity of both licenses while crafting bold, retail-ready concepts aligned with trend-forward merchandising.

This project demonstrates my ability to work within licensed frameworks while elevating the outcome through thoughtful reinterpretation and a strong design point of view.

Creative Direction & Product Development for Pink Dolphin

At Pink Dolphin, I led the end-to-end creative development of seasonal collections, translating streetwear culture into bold, collectible capsule drops. I managed everything from concept ideation to production-ready assets—building full product lines across apparel, accessories, and packaging. My role spanned:

Creative Direction: Defined the visual language and seasonal narratives, ensuring cultural relevance while preserving brand identity.

Product Design: Designed original cut-and-sew garments and accessories, developed custom trims, patterns, and graphics, and oversaw technical specs for factory sampling.

Branding & Packaging: Created unique logo applications, seasonal labels, and exclusive packaging experiences that elevated the unboxing moment.

Marketing Assets: Art directed and designed lookbooks, email campaigns, and social content to support product launches and drive engagement.

Collaborations: Partnered on limited-run capsules that fused the Pink Dolphin ethos with external creatives and influencers.

This body of work reflects my ability to build cohesive, trend-forward collections from scratch while aligning design with cultural movements and commercial goals.

Creative Strategy & Character-Led Collections for Neff Headwear

While at Neff, I played a pivotal role in evolving the brand’s creative output—merging pop culture influence with youth-driven fashion. I led the development of trend-forward collections, with a focus on playful storytelling and original character creation. My contributions included:

Brand Development: Helped shape Neff’s creative voice through bold, illustrative design work that connected with its core action sports and lifestyle audience.

Character & Graphic Design: Created original character IPs and illustrations that became signature motifs across product lines—strengthening Neff’s visual identity and market differentiation.

Accessory & Apparel Design: Designed headwear, apparel, and soft goods with custom graphics, embellishments, and trims that reflected seasonal trends and subcultural aesthetics.

Packaging & Merchandising: Developed packaging and in-store display concepts that aligned with campaign narratives and enhanced the shopper experience.

Creative Campaigns: Produced promotional visuals and digital assets that supported product launches and cross-platform storytelling.

This work reflects my strength in building character-led brands and delivering cohesive design systems across categories—from product to packaging to marketing touchpoints.

Burton came to us with the design concepts, “Moonshine” and “Speak Easy”. We wanted to take these two terms that usually carry a negative connotation and create a design that would be lighthearted and humorous. This is the end result. 

Funky Circus — Original IP & Licensing-Ready Brand Development

Funky Circus is an original brand concept created entirely in-house—born from my passion for imaginative storytelling, world-building, and character-driven design. As the creator and creative director behind the brand, I developed everything from the name and visual identity to the whimsical characters, lore, and product concepts.

Brand Creation from Scratch: Established a fully realized brand universe, including logo, narrative, visual tone, and merchandising strategy.

Character & World Building: Designed a diverse cast of stylized, toyetic characters that balance humor, heart, and commercial appeal—each with its own backstory and personality.

Product Visioning: Mocked up cross-category applications—from apparel and plush to packaging and lifestyle accessories—showcasing the brand's licensing potential.

Licensing Strategy: Intentionally developed Funky Circus as a licensing-ready IP, designed to resonate across age groups and retail tiers.

Funky Circus is more than a creative exercise—it’s a testament to my ability to originate IP that’s both visually magnetic and built for long-term brand extension. It reflects my dream of creating something from nothing—and watching it grow.

We created a series of graphic designs for Vans active apparel line for some of their more commercial accounts such as JCP and Kohls. We had fun putting our twist into this iconic brand. 

Before creating this design for Beats, we researched popular trends among the target demographic. The idea was not to redo the current trend but instead come up with a new interpretation that would be fresh and readily identifiable as a Beats product. We began with camouflage then took it to a new level by reworking it into a musical militia. As Bob Marley famously said “brutalize me with music” and as a part of the musical militia, you can make that a reality via the Beats by Dr. Dre.

Pattern Design — Visual Texture with Purpose

This collection highlights my approach to pattern design as a tool for storytelling, brand building, and product distinction. From bold repeat prints to subtle background textures, each pattern is crafted with intention—whether to elevate licensed collections, enhance packaging, or add dimension to apparel and accessories.

Brand-Aligned Aesthetics: Designed patterns that reflect the unique DNA of each IP or brand, ensuring cohesion across product lines.

Multi-Platform Flexibility: Created seamless patterns adaptable for various uses—from textiles and linings to digital backgrounds and marketing materials.

Original & Reimagined Assets: Developed custom motifs from scratch, and when working with licenses, thoughtfully reinterpreted existing elements to feel fresh and exclusive.

Patterns are more than decoration—they’re an extension of the brand voice. This body of work shows how I infuse visual energy and cohesion into every layer of design.

Tokidoki commissioned us to create some t-shirt designs utilizing established characters. In addition, we had the opportunity to create new characters and further develop existing ones.

Created the brand with client guidance from concept to final product. Branding, character design, packaging design and merchandise.

All that was provided was the name. We created the Logo/ Branding/ Packaging and overall story. The client launched and became an instant success. Multi million brand overnight.