Dove
STRENGTH IN SOFTNESS
This campaign looks to the future of Dove by extending its message of empowerment to men, challenging beauty standards through inclusion. For many men, self-care is a personal and political act, embracing vulnerability in spaces that often resist it.
This strategy reinterprets Dove's "Real Beauty" legacy through a masculine lens, framing softness as a new strength. By highlighting male self-care as both a personal and political issue, the campaign challenges norms that link vulnerability to weakness. The creative direction contrasts polished visuals with raw emotion, showing how empowerment can emerge from tension, thereby broadening Dove's audience while staying true to its mission of inclusivity and deeper beauty.
thistle
wellness
The brief was to create a wellness brand from the ground up. Define its reason to exist, its ethos, its product system, and the experience it brings into the world. People move through their day in a constant state of sensory load. They feel pulled in every direction with no moment to reset. Wellness brands rarely address this directly. Most focus on aesthetics without solving a real problem.
Thistle is a wellness brand built to counter sensory overload.
I created the brand from the ground up: ethos, identity, product design, and an immersive activation.
The project brings together brand strategy, visual identity, product direction, and experiential design to show how wellness can feel functional, intentional, and grounded.
NMAI
The National Museum of American Illustration
The Museum houses a collection of visual Americana that is often nostalgic but seldom recontextualized. This rebranding project challenges that view by suggesting that illustration is a serious visual language that shapes American identity.
It seeks to reposition the museum with a new typographic system and editorial presence, linking its historical significance to a more culturally relevant future.
Type Gloss
Editorial Study
Emerged from a fascination with how typography affects identity and perception. Influenced by queer theory, this publication explores language as a material rather than just text.
This visual exploration captures fragmentation, fluidity, and defiance. Each spread uses opacity, repetition, and hand-marked elements to reflect the layers of emotion, memory, and meaning.
Thanks for taking a look
That foundation shaped how I approach art direction and digital design today, through rhythm, clarity, and presence.
I care about storytelling that moves between logic and instinct, structure and sensitivity, where visuals communicate without over-explaining.
My goal is simple.
To make work that lingers.
Take your time.
Look around.