Independent Creative’ Practice
Independent Creative’ Practice
Independent art direction and design for growing brands, agencies, and product teams. Bringing ideas to life through campaigns and digital experiences.
Independent art direction and design for growing brands, agencies, and product teams. Bringing ideas to life through campaigns and digital experiences.
Independent art direction and design for growing brands, agencies, and product teams. Bringing ideas to life through campaigns and digital experiences.
Creative
Creative
Selected work
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Products with a story to tell
Art Direction
Campaign Concept
Editorial Direction
An integrated campaign connecting product discovery with the stories behind six Black-owned businesses. I developed and pitched the editorial concept, shaping a bold visual direction that carried across photography, social content and a shoppable experience.
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A new lens on branded content
Art Direction
Campaign Concept
Social Content
A social-first campaign bringing SOREL into the personal worlds of emerging female photographers. Inspired by photo-dump culture, the direction turned weekends, friendships and spontaneous moments into intimate, low-fi content that felt more like real life than traditional advertising. The result: 9 million campaign impressions.
From certification app to trades career
Product Design
Product Strategy
Design Systems
Brand Identity
SkillCat had hundreds of courses, yet most learners came for one certification and left. I led the redesign of its mobile and web learning experience, establishing the strategy and design system that helped connect four products across education, employers and professional credentials.
Translating a brand across cultures
Art Direction
Campaign Design
Photography Direction
A seasonal campaign adapting DKNY’s contemporary visual language for its Middle Eastern audience. Created for Ramadan, the imagery brought together the brand’s urban character with rich colors, textured fabrics and expressive compositions, creating a distinct visual interpretation of its fashion identity.
Rethinking women’s wellness
Product Design
UX Research
Prototyping
Brand Identity
An investigation into the gaps in women’s health and education led to a focused opportunity in cycle-aware nutrition. I developed Thryve’s brand and digital product from research to functional beta, making the relationship between menstrual health and everyday nutrition easier to understand and navigate.
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Taking Pride beyond the rainbow
Art Direction
Campaign Design
Editorial Direction
A Pride campaign bringing Mackage and PAPER together with queer designer Curtis Cassell, who reimagined three pieces from the brand’s collection. The collaboration unfolded through social-first storytelling, editorial photography and video, culminating in a live auction benefiting LGBTQ+ youth at Trinity Place Shelter.
Selected work
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capabilities
WHAT I DO
From a creative brief to a larger collaboration, I work with brands and teams to bring ideas into focus and into the world.
Art Direction
Creative concepts, visual direction and hands-on design for campaigns, editorial, branded content and visual identities.
Art Direction
Creative Concept Development
Campaign Art Direction
Editorial & Photoshoot Direction
Visual Identity Systems
Brand Guidelines & Applications
Campaign & Content Design
Art Direction
Creative concepts, visual direction and hands-on design for campaigns, editorial, branded content and visual identities.
Art Direction
Creative Concept Development
Campaign Art Direction
Editorial & Photoshoot Direction
Visual Identity Systems
Brand Guidelines & Applications
Campaign & Content Design
Product Design
UX/UI design for websites and digital products, from research and user journeys to prototypes and design systems.
Product Design
UX/UI Design
User Research & Testing
Website & E-commerce Design
Interactive Prototyping
Design Systems
Typography & Color Systems
Product Design
UX/UI design for websites and digital products, from research and user journeys to prototypes and design systems.
Product Design
UX/UI Design
User Research & Testing
Website & E-commerce Design
Interactive Prototyping
Design Systems
Typography & Color Systems
Art Direction
Creative concepts, visual direction and hands-on design for campaigns, editorial, branded content and visual identities.
Art Direction
Creative Concept Development
Campaign Art Direction
Editorial & Photoshoot Direction
Visual Identity Systems
Brand Guidelines & Applications
Campaign & Content Design
Product Design
UX/UI design for websites and digital products, from research and user journeys to prototypes and design systems.
Product Design
UX/UI Design
User Research & Testing
Website & E-commerce Design
Interactive Prototyping
Design Systems
Typography & Color Systems
Freelance support for creative teams
Freelance support for creative teams
Available for scoped freelance and contract work.
Process
HOW I WORK
A hands-on process built around curiosity, clear direction and close collaboration, from the first conversation to the final handoff.
01
/
Discover
Get to the good stuff
I dig into your goals, audience, and what's missing, using conversation and research to uncover what shapes the work.
01
/
Discover
Get to the good stuff
I dig into your goals, audience, and what's missing, using conversation and research to uncover what shapes the work.
02
/
Concept
Find the unexpected
I explore creative directions that respond to the brief, bringing together strategy, instinct, and a distinct point of view.
02
/
Concept
Find the unexpected
I explore creative directions that respond to the brief, bringing together strategy, instinct, and a distinct point of view.
03
/
Create
Make it mean something
I develop the chosen direction into a cohesive body of work, refining the details through feedback and collaboration.
03
/
Create
Make it mean something
I develop the chosen direction into a cohesive body of work, refining the details through feedback and collaboration.
01
/
Discover
Get to the good stuff
I dig into your goals, audience, and what's missing, using conversation and research to uncover what shapes the work.
02
/
Concept
Find the unexpected
I explore creative directions that respond to the brief, bringing together strategy, instinct, and a distinct point of view.
03
/
Create
Make it mean something
I develop the chosen direction into a cohesive body of work, refining the details through feedback and collaboration.