Creative Direction, Branding & Design Strategy
“Chewy+” Launch
Chewy+ is a loyalty program identity built to be clear, scalable, and promo forward, anchored by a flexible logo and modular design system.
It balances functional benefit messaging with illustration and handwritten touches that bring warmth and personality for pets and pet parents.
“Chewy Made” Brand
Creation of the “Chewy Made” brand to bring multiple private labels under one unified identity.
“Get Real” Brand
Get Real is a brand built on one clear promise: whole, recognizable ingredients and nothing extra, made for easy mix and match meals
2024 Holiday Campaign
Chewy’s 2024 holiday campaign across thousands of assets, staying fresh and on brand throughout the season. It combined nostalgic holiday cues, pet-led storytelling, and an evolving color palette to scale from calm to high-intensity moments.
Chewy Vet Care
Creation and launch of the Chewy Vet Care brand. This marked Chewy’s first brick and mortar experience. Launched in April 2024 and opened more than 20 locations in its first two years.
Chewy Brand Refresh
2023 Brand Refresh for Chewy and new guidelines aimed at elevating and clarifying Chewy’s brand identity. The focus was on ensuring a seamless and consistent brand experience across all channels and business units.
Chewy’s out of home brand campaign
with placements in Tampa, San Francisco, San Antonio, Sacramento, Miami, Los Angeles and Dallas metro areas.
Srping 2022 AI Generated Photography
Digital rendered photography for Raymour & Flanigan’s Spring 2022 campaign
Inspiration for the new year
Interview to inspire and talk about design common threads for the 2022 year.
Spring 2022 studio photography
Image Selects for the Raymour & Flanigan’s Spring 2022 campaign.
New Beginnings Campaign
Omnichannel campaign featuring new creative for the Raymour & Flanigan brand
Water Street
Branding for the bath business at West Elm
West Elm Digital Toolkit
UI and CSS Style guide for the west elm digital spaces, standardizing all our H-Tags type, colors, buttons, CTAs, etc.
West Elm Shopping Templates
Templates for the West Elm shopping pages, to make the experience more immersive and visually appealing.
Spring 2020 West Elm’s seasonal content
Spring 2020 catalog and digital assets to support the West Elm’s seasonal business
West Elm Digital Storytelling
Series of stories featuring designers & business owners that allow us to talk about different divisions of business that needed marketing support
Fall 2019 Season
West Elm’s Holiday 2018 Campaign
For the Holiday 2018 season was inspired from our muses, Ethan and Javier, in their newly renovated apartment in NYC, planning a Holiday pop-up in their gallery. A mix of modern design & vintage fun gifts.
West Elm’s Holiday 2019 Campaign
For the 2019 Holiday, the approach was to decorate, entertain and host in fresh, new way. Bringing well loved classic holiday elements together with new modern designs.
West Elm Brand Foundation
From defining the brand core values and purpose statement to customer’s facing tone of voice and visuals