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
Client
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
Branding
Scope
Digital Design
Art Direction
Video + Photo
Content Creation
Figma
Amazon Store
Shopify
ZUUL
Client
As the design director for a project with Soho-based start-up Zuul, 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
Branding
Scope
Digital Design
Art Direction
Out-of-home
Logo Design
Packaging
PIDGIN
Client
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
Digital Design
Scope
Art Direction
Squarespace
MV SALADS
Client
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
Branding
Scope
Art Direction
Signage
Packaging
Book Design
Amazon KDP
COLLECTIVE LABS
Client
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
Branding
Scope
Brand Guidelines
Art Direction
Content Creation
Photography
Templatization
Set Design
THE BEAUTY CROP
Client
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
Photography
Scope
Photo + Video
Set Design
GIF/Animation
Art Direction
Retouching
UNITED NATIONS
Client
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
Print Design
Scope
Art Direction
Infographics
Layout
