Design Systems
With 20 years of experience in retail and e commerce, I’ve led the evolution of in house creative teams toward scalable, brand led design systems built for digital environments. My focus has been raising the quality bar while ensuring the work can scale across channels, formats, and business needs.
That shift moved the organizations from a print centered model to a motion and digital first approach, where video, dynamic content, and modular assets support the full shopping journey. I’ve also integrated AI tools into the workflow to expand production capacity, accelerate iteration, and maintain consistency without compromising brand standards.
West Elm Digital Stories
Series of stories featuring designers & business owners that allow us to talk about divisions of our business that we needed to support with marketing in an organic way.
West Elm’s shopping pages redesign
Templates for the West Elm shopping pages, to make the experience more immersive and visually appealing.
West Elm’s Digital Graphic Tool Kit
Digital toolkit to clean up all our CSS style guide and look at standardizing all our H-Tags type, colors, buttons, CTAs, etc.
Raymour and Flanigan System
New Beginnings campaign that was launched January 2022. This was an integrated marketing campaign but also the launch of the new templates and design systems at Raymour & Flaningan
West Elm Packaging System
Packaging system developed for the full core product assortment, from lighting and home essentials to bedding and décor.
West Elm’s Design Crew
Toolkit for the installation and design services at West Elm offers to their customers.