GRAPHIC DESIGN
PHOTOGRAPHY
CRAFT AND
A LITTLE HUMOR
How I work
My design methodology is rooted in building strong visual concepts based on a strategic foundation. I love rolling up my sleeves and diving into with an honest, forward-thinking, and spirited attitude, ready to collaborate and create bold and charismatic work.
Capabilities
→ Brand Design
→ Art Direction
→ Typograph
→ Print & Editorial
→ Environmental
→ Website & App
→ Product Photography
→ Prop Styling & Set Design
→ Film & Video
Selected Projects ↓
Duo Toothpaste
branding, photography, web design, video
As creative director, I conceptualized and led the e-commerce overhaul and a visual rebrand of Duo Toothpaste, which involved new brand photography, product photography, video, brand identity system, and website redesign.
The colorful, elevated look-and-feel paired with a clean, approachable design system communicates Duo’s core message—take joy in your well-being and the environment at the same time.
Project Summary
Duo’s Website
Zuul Kitchens
branding, logo design, app design, package
As the design director for a project with Soho-based start-up Zuul Kitchens, I created a cohesive identity package that included a new logo design, iconography, print, digital, and apparel.
Zuul, a Ghost Kitchen aiming to revolutionize the way people connect with food and restaurants, approached Joan Creative to build their brand identity from scratch. The name—inspired by the Ghostbusters ghost that hung out in Sigourney Weaver’s fridge—was a great jumping point for designing a light-hearted, energetic, and ultimately human identity.
Project Summary
Pidgin
web design
I led the design and art direction of a new website for antique store Pidgin, which wanted to create the feeling of stepping inside the eclectic store and to capture the essence of its owner.
The site, built on Squarespace, meanders between personal images, memories, and objects, blurring the line between store and experience, virtual space and physical space.
Project Summary
MV Salads
branding, editorial design, environmental
I led the brand design of MV Salads, an upbeat, healthy restaurant and retail store that opened in 2019 in Oak Bluffs on Martha's Vineyard. Focusing on affection for the island and the simple goodness of summer, I aimed to capture the delight of a great salad with a fun but classic look.
As its business grows, I’ve helped MV Salads evolve its brand with new assets, including a cookbook and branded content.
Project Summary
Collective Labs
photography, branding, set design
As creative director and photographer, I led the visual refresh and social guideline development for Collective Labs, a natural haircare brand. I updated the brand guidelines to include a new photography style and revitalized typography, colors, and icon system.
I went for an earthy, human-centric look-and-feel paired with a refreshing, light design system that conveys trustworthiness, confidence, and a bit of fun.
Project Summary
United Nations
print design, infographics, art direction
I led the design of the United Nations Digest, an abridged version of the United Nations Handbook requested by the New Zealand Permanent Mission to the United Nations.
The pocket-sized 12-page booklet, which was distributed to all United Nations members and key personnel in the UN Secretariat, was intended to increase New Zealand's visibility as a committed and practical UN member and partner who produced something useful to all UN members. The booklet incorporated key information on UN architecture, quotes, graphs, and imagery and a 6-fold pull-out that celebrated the 75th anniversary of the UN Charter.
Project Summary
Express
branding, app design, style guide, OOH
As the lead designer for a project with national fashion brand Express, I created a exclusive identity for the new membership program that included a new logo design, mobile app, in-store marketing and credit card
Project Summary
The Beauty Crop
photography, styling, set design, retouching
From 2017 to 2022, I art-directed and shot 45+ product lines and campaigns for the digital platforms of The Beauty Crop, a clean beauty brand that blends skincare with makeup. Working from my photography studio in Brooklyn, I served as set designer and photographer, creating product videos, stills, and animations that helped the brand grow from a 4 person team to a 30+ team.
Project Summary
