Overview

As a Senior Graphic Designer at Uncommon Goods, I collaborate closely with art directors, merchandisers, photographers, copywriters, and product managers to develop impactful creative that tells a cohesive brand story across every customer touchpoint.

Uncommon Goods is a Brooklyn-based e-commerce company known for its curated selection of unique, creative, and sustainable products. The brand has built a loyal following through its commitment to independent makers, thoughtful gifting experiences, and design-forward marketing.

My role bridges strategic thinking with hands-on execution—from developing campaign concepts and pitch decks to producing final assets across email, social, web, and packaging.

My Role

Within the creative department, I serve as one of the senior designers responsible for translating brand strategy into visual execution. I work across the full spectrum of marketing and product development needs while also contributing to longer-term brand evolution projects.

Campaign Design

In collaboration with design and creative directors, I conceptualize and produce marketing campaigns that support performance goals while maintaining the playful, thoughtful voice that defines Uncommon Goods.

My approach focuses on a strong, typography-first visual hierarchy aimed to highlight product benefits, personalization opportunities, and gifting sentiment. I test and refine creative regularly, collaborating with marketing teams to inform data-backed decisions while preserving creative intuition.

Paid Social

Paid social became one of our highest-ROI channels in 2025, and I served as the sole designer producing stopping content for Meta, Pinterest, and Instagram. Working closely with our marketing and analytics teams, I created static ads, animated videos, and dynamic product showcases that drove over $1MM in incremental revenue in 2025—with 65% of conversions coming from new customers.

Product Development: Story of You

"The Story of You" is a customizable keepsake book that guides customers through creating a personal memoir—and one of the most collaborative projects I've worked on at Uncommon Goods. As the primary designer, I partnered with merchandising, engineering, and product management to bring this meaningful product to life, generating $117k in sales in its first months post-launch with a follow-up product already in development.

Gift Packaging

I collaborated with senior leadership to concept, pitch, and design new gift bag options for add-on purchases. The redesigned system offers three sizes with a custom pocket for our gift certificates, using sustainable materials that align with Uncommon Goods' commitment to environmental responsibility.

Overview

I was the first hire for the in-house Brand Creative team at Jonathan Adler, a new department directed at unifying and elevating the brand visuals and voice across all customer touchpoints.

Jonathan Adler is a luxury home décor brand built on the philosophy that your home should make you happy. Known for its bold patterns, maximalist approach, and irreverent humor, the brand continues to live up to its iconic, trendsetting reputation.

Joining as the senior designer of a new creative department gave me the rare opportunity to build systems and processes from the ground up while maintaining the high bar of craft the brand is known for.

In addition to keeping up with the weekly marketing production schedule, I worked side-by-side with the department director on longer-term brand-building projects as well as to establish design processes and workflows, implementing best practices to ensure efficiency, consistency, and scalability.

As the team grew, I transitioned from individual contributor to design team lead, working alongside junior designers while continuing to own high-visibility projects.

Seasonal Promotional Design

One of the central roles I played in simplifying our day-to-day workload was making templates and creative for promotional marketing campaigns. These graphics serve email, SMS, web, social media, and retail print needs across all JA stores.

My approach involves building out mini brand identities for each campaign—taking inspiration from eye-catching products in our catalog to create cohesive visual systems that engage customers. Typographic consistency became highly important to make way for bold colors, movement, and decorative flourishes (in the spirit of the brand's maximalist nature.)

Catalog Design

Every season, I collaborated with Jonathan himself, leadership, and the Brand Creative Director to put together a totally customized product catalog exhibiting new, bestselling, and all-time favorite pieces. These 70+ page catalogs go out to over 500,000 existing and prospective customers quarterly with an additional holiday drop.

B2B Program

In effort to increase awareness of our B2B program, I collaborated with senior leadership to create an engaging B2B print catalog and landing page that consolidated and clarified program offerings, resulting in increased partnerships and new client acquisition.

Retail Signage

Beyond digital channels, I designed in-store signage and retail graphics for all Jonathan Adler retail locations—from window displays to interior signage guiding customers through the shopping experience.

Overview

Wild Signal is a freshly launched, AI-native communications agency founded by experienced industry leaders, aiming to reshape how brands communicate in the "Citation Economy" — blending data-driven insight with creative execution to build intelligent, future-ready brand strategies.

For them, I developed a full digital brand identity: logo, iconography, typography, color palette, and a comprehensive brand kit including usage guidelines. I worked directly with the two founders to ensure the visual system aligned with their strategic vision.

Beyond the core identity, I helped produce on-brand digital assets—from LinkedIn headers and pitch materials—including prepped assets for a pitch with clients (like American Airlines already on their roster.)

Logo Exploration

From the start, the team knew they wanted the logo to nod to the brand's initials, WS, but without feeling literal or stiff. The brief was all about finding a mark that communicated trust and innovation, with a subtle sense of playfulness—a visual "wink" that matched their talent for simplifying complex data and bringing clarity to chaos.

These first-round concepts explore different interpretations of that idea, experimenting with shape and personality to land on something modern, flexible, and distinctly Wild Signal.

Wayfinder Mark

The Wayfinder is a secondary brand element representing their intelligence "AI brain" that distills the spirit of the Wild Signal identity into a compact, versatile mark. It serves as a navigational icon, badge, and standalone symbol across brand touchpoints.

Brand Guide

The completed brand kit delivered to the team includes comprehensive guidelines for logo usage, typography hierarchy, color applications, and iconography. This cohesive, flexible identity system gives Wild Signal a visually professional and unified brand foundation that supports future growth and client-facing touchpoints.

Visit wildsignal.agency →

Overview

Lalou is a new storytelling platform that empowers families to create personalized bedtime stories for their children. I partnered with the agency behind Lalou's product and brand to help establish the visual and creative foundation for this early-stage platform.

My role included developing the brand identity, creating a flexible illustration system, and designing core product and marketing assets. The goal was to build a warm, expressive visual world that felt simple for parents to use and child-appropriate.

Part of this work involved exploring how AI could enhance the emotional quality of the product. Lalou uses ElevenLabs to generate personalized voiceovers, and I shaped the visual and product direction to support this technology in a natural, intuitive way. The result is a system that combines handcrafted illustration with AI-driven storytelling, giving families a tool that feels both playful and personal.

Illustration Exploration

I explored a wide range of illustration directions to find a balance between expressive, childlike spontaneity and a clean, modern sensibility suitable for a digital product. Early sketches tested variations in line weight, proportions, and styling to define a system flexible enough for story prompts, character moments, and UI surfaces.

Final Illustrations

With the visual direction approved, I translated the chosen style into a complete illustration set. Each asset was refined for consistency, clarity, and usability across the product ecosystem. The final suite balances personality with functional simplicity, supporting both in-app moments and broader brand storytelling.

In the final product, the app generates custom illustrated scenes for the created stories, referencing the established style and pulling themes from the story itself.

In-App Mockups

Once the illustration language was established, I brought it into early product mockups to visualize how the system would operate within the app. The screens pair simple, intuitive UI with playful visual moments to create an experience that is clear for adults and visually engaging for children.

The inclusion of AI voice generation plays a meaningful role here, giving users a sense of magic and personalization while keeping the interface approachable and lightweight.

Landing Page

The landing page extends the brand identity into a full marketing environment. It introduces Lalou's purpose, highlights its AI-driven storytelling approach, and guides users through the platform's core features. Layout, typography, and illustration work together to create a friendly and trustworthy first impression.

Overview

As part of the Wix Playground Academy, myself along with a team of other select design interns learned skills in studio photography and styling, coding, animation, user experience design, production/art direction, and marketing.

This project focused on Quip, a dental company specializing in electric toothbrushes and raising awareness about oral health. Our roles involved creating assets for their product photography, as well as sample landing pages based on a formal brief.

The homepage design offers a look into how Quip can be an amazing gift—not only as a toothbrush, but as a set which includes additional dental tools in beautiful packaging. All photography, animation, and web design is original work.

Product Photography

I styled and photographed the Quip product line with a focus on clean, elevated compositions that highlight the product's minimal aesthetic. Shots range from detailed close-ups to lifestyle arrangements with complementary props.

Sample Landing Page

The landing page concept positions Quip as an ideal gift, showcasing the product's elegant packaging and subscription value. Clean typography and generous whitespace let the photography take center stage.

Overview

Chea Seed is a modern app that delivers expert, personalized career help accessible on a 100% digital platform. In essence, it's a career fitness tracker. The goals and possibilities range from learning to talk yourself up to asking for more money, starting a new job, nailing a performance review, and getting more career satisfaction.

In collaboration with the CEO and lead developer, I got familiar with the app structure, design, and brand personality to create a crisp website including information about the product, the company's inspiring backstory, a blog, and useful resources for those passionate about making the most of their career goals.

Visit cheaseed.com →

Wireframes

The wireframing process established information hierarchy and user flow before moving into high-fidelity design. Each page was mapped to serve both new visitors learning about the product and returning users seeking resources.

Overview

My senior year of college, I was nominated alongside three other students as part of the "Executive Team" for the senior class, Special Projects, to spearhead that semester's partnership with the Los Angeles Natural History Museum.

We were presented with a brief from the Museum titled "Becoming Los Angeles" which outlined our aim to represent LA's diversity and wide variety of residents through a temporary exhibit. Historically, the aim of this class is to create real assets and campaigns for clients/partners, but because of the pandemic, our project was purely conceptual.

This allowed us to go all-out. We made LA our gallery space, and the native city architecture and objects as the items on display—seamlessly weaving our message into LA's very residents and everyday lives. The following is the deck we presented to the representative at NHM, which we titled in turn, "Being Los Angeles."

Brand Identity

The visual identity draws from LA's architectural vernacular and cultural diversity. Color and typography choices reflect the city's energy while maintaining museum-quality sophistication.

Entry Shelter Design

The centerpiece of the exhibit is an architectural entry shelter designed to be placed throughout LA neighborhoods. These structures serve as both wayfinding elements and mini-exhibits, introducing passersby to the "Being LA" narrative.

Overview

Picked Fruit is an online store I started over 2 years ago, where I sell my crocheted and tufted garments, bags, artwork, and rugs. Crocheting, and more recently rug tufting, have become obsessive hobbies of mine, and I started this store to share my passion with friends while supporting a cause that's really important to me.

Picked Fruit is founded upon honoring the wellbeing of California's farmworkers. I contribute by donating 10% of all profits to the California Farmworker Foundation (CFF) and continuing to raise awareness for workers' rights.

Visit pickedfruit.com →

Product Photography

All photography is shot and styled in-house. The visual approach emphasizes texture, color, and craftsmanship while maintaining a warm, approachable aesthetic that reflects the handmade nature of each piece.

Website Design

The website balances e-commerce functionality with storytelling about the brand's mission and the handmade process behind each piece.