My role was leading the vision for NuFACE’s latest innovative device and skincare duo. Responsibilities included collaborating with product specialist for the aesthetics of device and primary packaging of skincare as well as art directing package designer for the secondary packaging and out of box experience. Concept development from start to finish of the FIX Moments campaign for digital, print and video. Casting crew, talent, negotiating contracts for both model and product shoots.

I provided concept, art direction, casting, and storyboarding for the following beauty, fragrance and skincare device how-to videos.

Client: Salty Cactus Creative
Art Director: Noreen Lowney
Creative Director: Lynn Pulsifer

I provided image curation, retouching, and mechanical art for new line of cosmetics for the Be a 10 brand launch.

In 2020 when many transitioned to working remotely, I was asked to create a logo identity to be the face of the new engaging program Wellness For All, which supports the vision of the Options For All Fitness Studio. The main objective was to help team members while working from home connect with each other and themselves from a mindfulness and fitness perspective.

Providing art direction for all aspects for the campaign and launch of this ground-breaking skincare device. Responsible for casting, negotiating contracts of talent for both print and video shoots as well as the overall aesthetic for NuBODY packaging and brand design guidelines. Photographer: Sarah Silver

Indivisible49 is a non-partisan, grassroots political group in California’s 49th Congressional District that promotes the advancement of progressive policies. They are a group of like-minded individuals from different walks of life, different ethnicities, different religions, and different philosophies, dedicated to local organizing and action, peaceful, non-violent resistance, and committed to the democratic process. I’ve been volunteering with them for the past 4 years. When they reached out asking me to design a new logo and look that was approachable and relatable I immediately thought, Pacific Ocean! Indivisible49 is also a champion for protecting our district’s miles of coastline. An element of a wave was very important to them. I explored many iterations of wave icons but landed on a simple graphic swoosh as a nod to the wave so the focus is more on the name of the organization. This palette of green and blue represent the hues of the Pacific Ocean but is more vibrant to evoke optimism and express democracy.

The assets I provided are:
logo design & brand style guide
website art direction

Options For All serves adults with intellectual and developmental disabilities by offering unique programs and services that include life skills, creative arts, vocational training, supported employment, and independent living services that give participants more options for living their lives to the fullest.

I was asked to develop concepts for their annual Bowties & Sandals Gala fundraiser. Since the event had to be outside in San Diego my inspiration was of course the magnificent pacific ocean. The final concept was Under a Pacific Moon which included a concept statement, mood board, logo redesign, homepage design, and several collaterals unveiling an inclusive and inspirational vision for this event.

Brand ideation, logo design, homepage art direction, color matching/retouching, and brand guide. provided for soy plant-sourced nail color and kits. We provided three concepts this is the chosen concept. The “Grounded in Goodness” manifesto was written by Lynn Pulsifer of Salty Cactus Creative.

The Urban Toddler is a preschool with a structured curriculum geared towards children ages 2-5. Set in a nurturing environment with an array of activities including yoga, gardening, music and art. This setting has lots of natural rich dark wood in the interior and a lush, spacious backyard. This client wanted to include a symbol of a bird that is very personal to them. I chose to mimic the roof of this school/home to give it an inviting , comfortable feel as well as a sweet spot for the bird icon to live. The rich chocolate brown and the sky blue palette felt like a natural organic choice since there is so many rich brown tones throughout. The simple design of the stationary nods to children’s building blocks.

• Brand identity refresh
• Art direction and design for website restage for expressmed.com

Responsible for concept and art direction of this London Calling stylist collection named “Wonderland‘, a surreal version of the classic Alice in Wonderland fairy tale. Also, casting talent and crew for photo and behind the scenes video shoots. All imagery was used for print collateral, signage and a soft coffee table style book. Photographer: Guliano Bekor

Collaborating with Creative Director and Writer of concepts for new product launch and packaging. Co-art direction for model photography, primary and secondary packaging.

I was responsible for leading the vision for a team of designers and writers to concept quarterly skincare and color stories and promotions for the MK Look Book. Photographer: Jeff Stephens

Collaborating with writers to create quarterly seasonal stories promoting skincare and color products and promotions. Providing photo art direction for all model and product photographer per quarterly Look Books.
Model photography: Sarah Silver
Product photography: Jeff Stephens

This campaign was a complete global rebrand of an existing fragrance originally available only in the U.S.

The concept was to elevate this sophisticated fruity-floral scent and have a global appeal. With the facets of a diamond in mind we chose to focus on the unique sparkling moments in every woman’s life.

Model photography and videos were all shot by Richard Krall.

Concept and art direction for the photo shoot, primary packaging brand refresh, bottle color matching, and design of all print collateral.

This campaign followed the NuBODY launch and was intended to continue promoting NuBODY for spring as well as the Trinity and Mini facial device kit regimens, educating the consumer on the skincare benefits of microcurrent technology and the importance of fitness for the face as well the body. Electric pink was trend color for this promotion giving the packaging a vibrant pop of color for optimal shelf presence.

My primary role at Art/Creative Director at NuFACE was to elevate the rebrand and expand model imagery for more global and premium presence. Responsibilities included establishing an overall look, negotiating contracts for talent and crew in order to provide a collection of model photography showcasing luminous skin as the result of using Trinity and Mini microcurrent facial devices and skincare. All photography was used to refresh brand print, website, ecommerce and signage for high-end retailers such as Nordstom, Neiman Marcus, and Harrods to name a few. Photographer: Sarah Silver

Concepts and art direction for global campaigns for Mary Kay skincare and cosmetics. Design of ads, digital assets and brand guidelines for the EU, LA and AP regions.