Crafting the visual language for this iconic heritage brand demanded a meticulous balance—I developed visual storytelling that honored Ralph Lauren's timeless sophistication while creating compelling social-first assets that performed in fast-paced feeds. The style guides I established featured a warm, editorial color palette, cinematic composition techniques, and typography treatments that maintained luxury positioning across rapidly shifting platform requirements. By reimagining heritage visual codes for digital consumption, I created a brand system where even the smallest social asset carried the unmistakable Ralph Lauren signature while driving engagement in today's accelerated media landscape.
Ralph Lauren
Client
Ralph Lauren, POLO
Year
2022
Nordstrom
At Nordstrom Beauty, I crafted the visual direction for quarterly campaigns that seamlessly connected online and in-store experiences. My approach paired editorial photography techniques with sophisticated typography systems to transform products into aspirational moments. By establishing visual harmony across digital platforms and physical spaces, I ensured each customer interaction reflected Nordstrom's premium positioning while driving engagement metrics that exceeded department benchmarks.
Company
Nordstrom
Year
2023-2024
Nordstrom x Maria Mcmanus
At Nordstrom Beauty, I crafted the visual direction for quarterly campaigns that seamlessly connected online and in-store experiences. My approach paired editorial photography techniques with sophisticated typography systems to transform products into aspirational moments. By establishing visual harmony across digital platforms and physical spaces, I ensured each customer interaction reflected Nordstrom's premium positioning while driving engagement metrics that exceeded department benchmarks.
Company
Nordstrom
Year
2023-2024
Vans x Vivenne Westwood
Orchestrating Vans' first Vivienne Westwood collaboration required blending punk rebellion with California ease across all visual elements. I created a distinctive visual language that merged Westwood's avant-garde luxury with sun-bleached Vans heritage coloration, establishing photography direction that captured both brands' authenticity through raw, documentary-style imagery. The campaign visuals featured intentional tension between runway and effortless skate culture, resulting in a visual identity that resonated with both luxury fashion audiences and core Vans enthusiasts, driving global sellout within 24 hours of launch.
Company
Vans
Year
2022
Vans x Sandy Liang
For the groundbreaking Vans x Sandy Liang collaboration, I developed a visual narrative celebrating both California skate heritage and Liang's distinctive downtown NYC aesthetic. The campaign imagery juxtaposed nostalgic skate photography techniques with contemporary fashion styling, using saturated color treatments that honored Chinatown influences while maintaining Vans' authentic visual vocabulary. This visual strategy deliberately placed Liang's unique cultural perspective at the forefront, incorporating elements of her Chinese-American identity through subtle visual cues in composition and environment selection. By visually positioning this partnership as culturally significant rather than merely stylistic, we created imagery that resonated beyond fashion audiences to connect with broader conversations about representation in design, ultimately driving 3x the engagement of previous designer collaborations.
Company
Vans
Year
2022
Creative Director & Brand Designer
With over a decade translating concepts into measurable growth for global brands like Ralph Lauren, Apple and Nordstrom, I bring both instinctual style and strategic precision to creative leadership—consistently demonstrating that aesthetical understanding drives lasting brand impact across all touchpoints.