Branding & Design Strategy

For the past 20 years, I’ve led brand design inside large, growth focused organizations, partnering closely with strategy to identify where design can unlock business opportunities. My role has not been limited to shaping identity systems. It has been about connecting corporate ambition to design decisions that drive performance.

I’ve worked at the intersection of brand, product, and business strategy, where design is expected to do more than signal taste. It needs to clarify positioning, create coherence across touchpoints, and support measurable growth. That means translating high level strategy into systems teams can apply every day, across channels, categories, and evolving priorities.

Chewy Brand

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.

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Brand Refresh

Chewy’s Get Real

Get Real is a brand built on one clear promise: whole, recognizable ingredients and nothing extra, made for easy mix and match meals.

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Brand Creation

Product Launch

Chewy Made

Creation of the “Chewy Made” brand to bring multiple private labels under one unified identity, building on the trust customers place in Chewy.

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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.

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