Branding
Bringing clarity and emotion together to help brands tell their story beautifully
Over many years I’ve helped brands—from high luxury to retail to consumer tech—articulate their character and scale their presence. Whether it’s refining a heritage house’s digital experience, launching a new retail proposition in a flagship store, or harmonizing multiple sub-brands under one umbrella, I focus on craft, clarity and impact.
Discovery Education — Brand Evolution for K–12 Learning
Creative Director at Discovery Education
I led the complete brand evolution of Discovery Education, uniting eight acquired brands into a single global identity system. The project included redefining the visual language, establishing scalable design standards, and connecting marketing and product design under one cohesive voice.
Outcome: A modular design system that improved brand consistency and creative efficiency across 2,000 + schools worldwide, strengthening Discovery Education’s position as a leading K–12 learning platform.
Harry Winston — Digital Luxury Reimagined
Sr. Art Director at Valtech
Harry Winston engaged me to redesign their digital presence to reflect timeless luxury and craftsmanship. I led the full process from research to launch—defining UX strategy, elevating photography, redesigning key pages and rethinking navigation, all to better showcase the heritage and product value.
Outcome: A more immersive, intuitive web experience aligned with brand prestige and higher-value conversion paths.
View Project →
Discovery Education — Back-to-School Integrated Campaign
Creative Director & Campaign Lead at Discovery Education
I led the 2025 Back-to-School campaign for a national K–12 platform, creating a unified visual system across social, video, email, and web. The campaign centered on authentic student-to-career stories and expanded our design system for faster multi-channel production.
Outcome: The campaign became one of our strongest-performing seasonal initiatives, driving a six-figure impact on revenue, generating hundreds of event registrants, and delivering a clear lift in qualified leads. By internalizing the creative production, we also reduced costs significantly while building a reusable campaign system for future growth.
Macy’s Beauty Suite — Retail Brand Activation
Art Director at Macy’s
For Macy’s flagship beauty floor, I envisioned a “compare & explore” environment where shoppers could interact with and test brands side-by-side in a relaxed, educational space. I designed the space concept, interactive features (e.g., magnetic selfie wall, vending machine) and digital tie-ins.
Outcome: A memorable retail experience that drove social buzz, influencer engagement and deeper customer interaction with the beauty floor.
MAC Cosmetics — AR Retail Experience & Brand System
Sr. Art Director at Valtech
Partnering on an experimental retail concept for MAC, I designed an AR-powered “Try On” app and connected in-store experience that merged digital and physical touchpoints. I oversaw the lookbook, user flows, virtual try-on mechanics and product packaging integration.
Outcome: Significant uptick in engagement (300 % increase in trials) and strong interest in customisation features.
D’Addario — Unified System for Diverse Sub-brands
Sr. Art Director at Valtech
D’Addario needed to bring together several acquired brands under a shared umbrella while preserving each brand’s distinct identity. I created a system of universal graphic elements for product pages, story modules and mobile layout that allowed flexibility yet coherence.
Outcome: Streamlined brand architecture that enhanced clarity, improved UX consistency and supported brand growth.
LeVero — Crafting a Personal Design Identity
Creative Director at LS Group (Tokyo)
I developed LeVero Studio as both a personal brand and a living design system — one that reflects clarity of purpose, craftsmanship, and creative freedom. Working across everything from campaign shoots and seasonal collections to product styling and retail presence in Harajuku, the identity evolved through hands-on materials, photography and spatial expression.
Outcome: A unified visual framework that allowed the brand to speak with consistency — yet remain playful and agile — across assets, retail environments and branded campaigns.
Organization Leadership — Building Creative Culture
Beyond project work, I helped shape the creative culture within the organization — connecting product, marketing, and brand teams under a shared vision. I introduced agile design frameworks, mentorship programs, and cross-functional critiques that strengthened collaboration and design quality across departments.
Outcome: More unified creative direction, improved design velocity, and a lasting culture of shared ownership and growth.
