Creative Thinking Built Around Business Goals.
Integrated campaigns, brand systems, photography, video, and digital experiences that connect business strategy with compelling customer communication.
Welcome.
My career has taken me through education, fine art, and marketing—experiences that have shaped how I think about creativity, communication, and the way people perceive value. I bring that perspective to brands by finding what makes them distinctive and translating it into clear, compelling creative that earns attention and connects with the people it needs to reach.
The work below spans brand identity, integrated campaigns, retail experiences, packaging, photography, and visual communication. Each project reflects a different challenge, but the goal is consistent: create thoughtful work that strengthens the brand, serves the audience, and moves the business forward.
Projects
As Marketing Manager, I led a comprehensive brand refresh following new ownership, balancing a renewed vision with the identity and customer loyalty established over sixteen years. Working closely with ownership and production, I helped refine the product portfolio and establish a clearer brand hierarchy across wines, ciders, and spirits.
The refresh included a redesigned logo, cohesive label and packaging standards, updates to the tasting room and retail environment, original photography, and supporting marketing materials. Together, these elements created a more unified brand experience while establishing a flexible system for future growth.
Tug Hill Vineyards Rebrand
Sales & Communication Materials
A flexible system of sales packets, one-pagers, service guides, and event collateral designed to make complex information clear and actionable. Consistent visual standards and adaptable templates support sales conversations, customer education, and evolving business needs while allowing individual initiatives to maintain a distinct identity within the broader brand.
Intro to Palmer Packet
Food Show Creative & Event Support
Supported the planning and execution of a major customer-facing food show, working across marketing, sales, vendors, chefs, and internal teams to maintain a cohesive event experience. My role included developing event creative, coordinating collateral and signage, producing photography and client stories, supporting on-site needs, and adapting materials as priorities evolved. The project required hands-on creative leadership, cross-functional collaboration, and attention to detail from early planning through event-day execution.
Brand Storytelling Through Photography
I use photography as both a creative and strategic tool, capturing products, people, environments, and experiences that communicate a brand’s story. From chef and client partnerships to food, events, and behind-the-scenes operations, I art direct and produce imagery designed to support campaigns, editorial content, sales materials, and digital channels while creating an authentic connection between brands and their audiences.
Retail Environmental Branding
To celebrate Palmer’s 175th anniversary, I developed a retail signage system inspired by the company’s historic Palmer Fish Co. identity. Archival photography, storefront graphics, and vintage advertising informed a visual language that connects the brand’s heritage with the modern shopping experience.
The system combines decorative environmental graphics with clear department, category, and product-level signage, balancing brand storytelling with practical wayfinding and creating a more cohesive customer experience.
Signage & Displays