Creative Direction for Food, Retail, and Hospitality Brands
Integrated campaigns, brand systems, photography, video, and digital experiences that connect business strategy with compelling customer communication.
Welcome.
My career has spanned education, fine art, and marketing—three disciplines centered on communication. Whether developing learning experiences, presenting fine art to collectors, or building campaigns for retail and hospitality brands, I've learned that the most effective creative work brings clarity, focus, and meaning to an increasingly crowded marketplace.
The projects below represent a selection of work across brand identity, retail experiences, packaging, photography, integrated campaigns, and visual communication. I welcome the opportunity to discuss these projects further or share additional examples tailored to your organization's creative goals.
Projects
A scalable system of sales packets, one-pagers, service guides, and event collateral designed to simplify complex information and strengthen brand consistency. Built with repeatable templates, clear visual hierarchy, and adaptable messaging, these materials support sales conversations, customer education, and promotional initiatives while allowing individual campaigns and events to express their own unique character within the broader brand.
Sales & Communication Materials
Intro to Palmer Packet - A foundational sales resource that has evolved alongside Palmer's business. My role focused on collaborating with internal stakeholders to refresh messaging, produce new product photography, update layouts, and maintain a cohesive visual system that reflects the company's expanding services and strengthens sales conversations.
Summer Preview Food Show - Created the visual campaign for Palmer's annual food show, developing an event-specific creative theme that complemented the company's core brand identity. The project included original photography, chef interviews, editorial content, and promotional collateral, resulting in a cohesive campaign that highlighted restaurant partners, showcased culinary expertise, and elevated the overall event experience.
To celebrate Palmer's 175th anniversary, I developed a retail signage system that reintroduced elements of the company's historic Palmer Fish Co. identity into the modern shopping experience. Drawing inspiration from archival photographs, original storefront graphics, and vintage advertising, I created a visual language that honored the company's heritage while improving wayfinding and reinforcing today's retail brand.
The project balanced nostalgic storytelling with practical function, incorporating decorative environmental graphics alongside clear product identification, departmental signage, and customer navigation. The result was a cohesive retail environment that celebrated Palmer's legacy while enhancing the in-store customer experience.
Retail Environmental Branding
Signage & Displays - Created a cohesive retail signage program inspired by Palmer's historic identity, combining decorative branding with clear department, category, and product-level wayfinding.
Guiding the Shopping Experience - Designed adaptable retail signage that helps customers navigate the market with confidence while giving store leadership the flexibility to support seasonal promotions, featured products, and evolving merchandising priorities—all within a cohesive brand system.
As Marketing Manager, I led the implementation of a comprehensive brand refresh following new ownership, balancing a renewed vision with the heritage that had built customer loyalty over sixteen years. Working closely with ownership and production, I helped refine the product portfolio, creating a clearer brand hierarchy across wines, ciders, and spirits while preserving the winery's established identity.
My work included redesigning the winery's logo, developing a cohesive label and packaging system, refreshing the tasting room and retail environment, and creating supporting marketing materials and original photography. The result was a unified brand experience that strengthened product recognition, improved merchandising, and established scalable design standards across every customer touchpoint.