I help small product brands translate their craft, care, and point of view into thoughtful brand systems and packaging that feel as good as the products themselves.

Design Director

Madwell

Brooklyn, NY (Jan 2023 - May 2025)

Lead the creation of visual identity systems with a strong emphasis on physical applications, including packaging design across diverse consumer categories

Balance multiple packaging timelines and production specs while upholding visual consistency across brand ecosystems

Guide cohesive brand experiences, ensuring packaging communicates narrative, shelf presence, and tactile appeal

Direct client presentations, aligning packaging concepts with business goals, consumer insights, and production feasibility

Associate
Creative Director

Madwell

Brooklyn, NY (Mar 2019 - Dec 2022)

Oversaw the development of packaging systems and brand assets, integrating art direction, material exploration, and structural design with storytelling

Collaborated with photographers, stylists, and production teams to visualize packaging in lifestyle contexts and retail settings

Navigated creative pivots and production constraints to deliver compelling, on-brand packaging solutions

Associate
Design Director

Madwell

Brooklyn, NY (Jul 2018-Apr 2019)

Created visual systems that demonstrate expertise in layout, typography, illustration, and visual trends, with a strong understanding of production across diverse formats and applications

Designed packaging suites informed by competitive audits, market positioning, and trend research 

Leverage creative insights and trends to craft compelling visual narratives that emotionally resonate with audiences

Worked closely with printers and producers to manage color accuracy, material specs, and production timelines