Visual Identity / Seasonal styleguide
Role: Creative Director
Building Walmart’s holiday identity was a chance to reimagine what “festive” could feel like for millions of shoppers while honoring the brand’s core structure. We knew we needed to deliver a system that was exciting, scalable, and easy for teams across the country to implement — a tall order for the busiest retail season of the year.
My team explored a wide range of approaches, ultimately landing on a toolkit that paired traditional colorways (with a vibrant spin) with custom patterns and typographic refinements. Illustrations became the heart of the system, carrying the Holiday Market theme across signage, digital touchpoints, enterprise-wide collateral, and even corporate merchandise.
This project was a true cross-functional effort — we worked hand-in-hand with operations to stress-test every element for efficiency and consistency. The end result was a holiday look that felt elevated yet approachable, empowering store teams to execute creative quickly and confidently. Seeing the system come to life everywhere — from massive in-store displays to a simple employee badge — was one of the most rewarding moments of the season.
GapKids windows and signage/graphics
Role: Lead Designer / Illustrator
For seven years I enjoyed crafting GapKids’ seasonal in-store and window campaigns and translating fashion concepts into playful, immersive retail moments. Bold typography, custom props, a foray into illustration and lively color palettes kept each campaign fresh and a joy to work on. The installations gave stores a distinctive personality, creating excitement for kids and parents while strengthening brand recognition.
Role: Creative Director
I led the seasonal photo creative direction for Walmart’s Summer 2023 campaign to capture a bright, effortless, and optimistic tone for the season. I worked closely with the photo team to build a portrait library that tied seamlessly into the campaign identity. The imagery came to life across Walmart’s digital ecosystem, creating a fresh, cohesive look that felt like summer while staying true to the brand.
Identity + collateral for an exclusive California resort
Role: CD | Illustrator | Designer
The CCC identity captures its vibey, tropical energy while maintaining a professional tone that reflects its outstanding, personalized customer service. Clean, approachable typography and a modular layout system build a brand presence that feels both modern and exclusive, supporting CCC’s role as a desirable getaway destination.
Role: Illustrator | Designer
Digital illustration
The 4 Star is a 100+ year old movie theater in the heart of the Richmond District, home to indie & cult movies, music shows and Tunnel Records.
Commissioned artwork for the 2023 relaunch
https://www.4-star-movies.com/
Visual Identity / Styleguide
Role: Creative Director
Our goal was to create a single identity system that spoke to two very different audiences — younger students and college shoppers — without feeling disjointed. I led the creative direction, developing bold typography, vibrant palettes, and modular layouts that could flex from playful to mature. The result was a toolkit that gave teams the flexibility to speak to each audience while still delivering a cohesive, unmistakably Walmart experience.
Role: Creative Lead, Photo AD
As the design lead for Crazy 8, I developed campaigns that were full of personality and energy. From casting to prop selection, every choice was aimed at creating fun, dynamic, approachable visuals that connected with families while driving brand engagement. The resulting imagery worked seamlessly across windows, print, and marketing, throughout the seasons.
Role: Sr. Art Director / Designer
This collaboration needed to marry Gap’s timeless aesthetic with Walmart’s approachable style. I helped develop a visual system of typography, color, and photography that felt both aspirational and accessible. The campaign positioned GapHome as a modern, elevated—yet attainable—choice for shoppers outfitting their homes. Its success led directly to the launch of GapHome for Kids the following season.
Visual Identity / Styleguide
Role: Creative Director
Holiday 2024 was a milestone — the first time Walmart brought its holiday campaign entirely in-house. My team and I built a world that felt joyful and true to the brand, but still practical for thousands of store, site, and digital placements. Partnering closely with our 3D/CGI team, we created a virtual ecosystem where ribbons, stripes, and gifting moments came alive alongside real product. It was a huge effort, and one of my proudest moments as a leader — watching designers, art directors, and partners rally to pull it off.
Role: Art DIrector
As the design lead for Crazy 8 (and interim CD for Gymboree for a brief stint), I shaped campaigns that felt as bright and joyful as the brands themselves. From sparking big-picture concepts to guiding photo art direction, I set the creative vision and mentored junior designers to deliver playful, polished work across every channel. The result was cohesive, family-friendly storytelling that invited parents and kids alike to come back and discover what’s new.
Identity, signage and collateral work
Role: CD/Designer/Illustrator
Since 2002 Morell’s Bread has been baking traditional sourdough breads for people who love handcrafted, whole-grain breads with hearty flavor and texture.
https://morellsbread.com/
Role: Creative Director /Photo AD
Role: Art Director | Designer
Role: Creative Director
Visual Identity / Styleguide
Role: Creative Director
Our store opening kit is a scalable system that gives each launch its own sense of occasion while staying true to the brand. The clean, modern design focuses on what matters most—celebrating the new location and its unique amenities—while avoiding unnecessary complexity. With signage, customer touchpoints, video and other and activation assets all aligned under one visual system, local teams can execute consistently and create a welcoming, memorable first impression for shoppers.
Role: Senior AD + Photo AD
Walmart’s Holiday 2023 portrait photography needed to feel warm and festive while staying true to the brand’s approachable voice. I partnered with the Photo Art Direction team to guide set design, casting, and styling—creating scenes that balanced holiday magic with everyday relatability in a modern, clean way. The resulting image library gave teams versatile, joyful assets that carried the seasonal identity seamlessly across packaging, broadcast, and digital campaigns.
Visual Identity / Styleguide
Role: Creative Director
Role: Photo AD
Role: Creative Director
Role: Creative Director
Role: Creative Director
Role: Creative Director
Role: Creative Director
Role: Creative Director
Role: Creative Director
