Branding & Design Strategy
For the past 15 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.
The West Elm’s Design Crew is the installation and design services that West Elm offers to their customers. The challenge for the last few years have been to increase awareness of the Design Crew program through all our channels.
Design Crew
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 Brand Refresh
During 2018, with the Partnership with the agency Trollback, we developed West Elm brand foundation work, to define and clarify the brand. The work consisted on defining West Elm core values, the brand purpose statement and the brand behavior and tone of voice. This brand foundation work was an essential tool for internal teams to help build new brand experiences and redefine how to communicate internally and externally.
West Elm Brand Foundation
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 Vet Care
Water Street
Branding for the launch of the new West Elm’s bath division, including packaging, digital assets, store experience, marketing and press events
Williams-Sonoma B2B
Branding for the Business to Business division of the Williams-Sonoma Inc. brands