Jordan By You — Creative Direction & Product Leadership

As Creative Director for Jordan By You, I set the creative vision and led the seasonal development of premium customization offerings that elevated Brand Jordan’s legacy through craft, materiality and storytelling. The work focused on translating cultural equity into refined, collectible product experiences that felt both iconic and personal.

I owned the creative direction and product design for the SU25 and FA25 assortments, defining a cohesive ecosystem of bespoke components—including embroidered patches, custom laces, dubraes, enamel pins, shoe charms and shoewelry—each designed to uphold Jordan’s standards of precision, confidence and authenticity.

The work was realized through the Jordan By You Customization Workshop, an elevated in-store experience at Jordan World of Flight flagships globally, reinforcing Jordan’s position at the intersection of luxury, sport and self-expression.

(re)boot x Avery Dennison — Technology-Enabled Circular Product Ecosystem

At Avery Dennison, I led the strategy and execution of a circular product ecosystem that transformed discarded football kits into digitally connected, high-fashion garments through a partnership with (re)boot. The focus was on designing an end-to-end system where physical product, digital identity and storytelling were intrinsically linked, rather than creating one-off upcycled pieces.

I worked across brand design, circular innovation and digital product to creatively apply Avery Dennison’s Embelex and Digital ID technologies, embedding NFC-enabled labels that function as persistent digital layers. Fans can scan each garment to access provenance, authenticity and the full upcycling journey—activating sustainability through an interactive, story-driven experience while creating a foundation for future services and content.

By leveraging Avery Dennison’s technology in this way, we activated sustainability as a connected product system—transforming upcycled garments into traceable, story-rich experiences that extend product value, engage fans and demonstrate how circular practices can operate at the intersection of sport, design and digital innovation.

Common Goal 4th Anniversary Jersey — Purpose-Driven Design & Experience

Launched in August 2021, the Common Goal fourth-anniversary jersey translated the movement’s mission—using football as a force for social good—into a tangible, wearable system. Designed in collaboration with Avery Dennison and SoccerBible and informed by input from global Common Goal members, the jersey was conceived as both apparel and a statement of purpose.

The design featured two bold colorways, magenta and blue, overlaid with an iridescent print that shifted with movement—visually representing the diverse perspectives through which football can drive positive change. Central to the jersey were three woven chest badges I designed, enhanced with lenticular shimmer effects, each embodying a pillar of Common Goal’s vision:

Maximizing football’s contribution to people and planet

Fostering solidarity across the global game

Shaping football’s DNA for a more equitable future

Proceeds supported initiatives in gender and racial equity, LGBTQ+ inclusion and peacebuilding. With only 500 produced, the jersey became a collector’s item and a physical touchpoint for the movement’s mission, amplified by global football ambassadors including Juan Mata, Paulo Dybala, Pernille Harder and Magda Eriksson.

This project brought together storytelling, purpose-driven design and sport as a platform for systemic impact—translating Common Goal’s values into a meaningful, digitally and physically resonant experience.

Nike By You — Creative Direction & Experience Strategy

As Creative Director for Nike By You, I helped shape the strategic creative direction of Nike’s global customization platform and supported the 2019 relaunch of the concept. The focus was on building scalable, future-facing systems that enabled personalization while maintaining brand consistency across markets.

Nike By You studios across key global cities operated as collaborative design environments, pairing customers with Store Athletes to guide and execute premium customization across footwear, apparel and accessories. The experience emphasized service design, storytelling and human connection—positioning customization as a platform rather than a product.

This work advanced Nike By You as a globally adaptable expression of innovation, creativity and community.

Taco Bell Explore — Brand Systems & Experience Strategy

Taco Bell Explore repositioned loyalty as an experience system rather than a transactional program—rewarding participation, movement and cultural engagement instead of purchases alone. Integrated within the Taco Bell app, the platform connected real-world behavior with digital expression, encouraging fans to share everyday moments through social participation.

I led the development of the brand system, manifesto and identity framework, designing a flexible visual language built to scale across digital, social and experiential touchpoints. The identity emphasized motion and discovery through open forms, modular geometry and dynamic spacing—allowing the system to adapt fluidly to evolving content, contexts and user behaviors.

The result was a cohesive, social-first brand ecosystem that bridged physical and digital experiences—deepening engagement, extending brand relevance and establishing a foundation for ongoing participation rather than one-off campaigns.

Nike Global Sports Tees — Apparel Design & Cultural Storytelling

From an intern in Sports Graphics to senior apparel design roles, I shaped stories through product—connecting fans and athletes across generations, platforms and sports. My work focused on designs rooted in culture, identity and performance, collaborating with some of the most inspiring creatives in the world to translate insights into meaningful consumer experiences.

Highlights:

Led design for Women’s NFL tees over two seasons—delivering 18–24 unique designs per team across 32 franchises, including athlete-exclusive and real-time moment graphics.

Spearheaded a seasonal NFL Women’s Tees Lookbook as creative lead—overseeing styling, scouting, design and storytelling.

Drove design for Women’s Global Football tees for 4+ years, elevating women’s representation within a predominantly male design community and leveraging consumer focus groups in Spain, The Netherlands and Italy to inform inclusive product direction.

Led global consumer research—from in-home interviews in NYC to sessions with junior players at FC Barcelona and Inter Milan—uncovering insights that informed tee design and elevated Nike’s authentic storytelling.

Partnered with artists including Vasava, Mago Dovjenko, 123Klan and Craig Ward, art-directing bold graphic concepts in their distinct visual styles.

Contributed to cultural milestones including the Bowl Championship Series (BCS), Honolulu Marathon, U.S. Open Tennis and the Olympic Games (Athens & Sydney).

Championed design excellence within Nike’s Graphic Studio, creating apparel and T-shirt graphics that reached millions and reflected Nike’s brand ethos.

This series began as a personal tribute following the loss of my own dog—a way to process and celebrate his spirit through illustration. What started as something just for me quickly grew as friends and colleagues began commissioning portraits of their own dogs, allowing the gallery to naturally expand.

Each piece is hand-drawn in Procreate using a textured colored pencil brush, focusing on capturing more than likeness alone—it’s about personality, presence and aura.

This series started as a fun experiment and quickly evolved into a deep dive into some of the most iconic sneaker moments in film and culture. It all began with Billy and Sidney from White Men Can’t Jump—because what’s more unforgettable than that courtside chemistry and those fits?

From there, the series expanded to include dynamic pairs like Jesus and Jake Shuttlesworth from He Got Game, Pippen and Jordan in full ’90s glory from The Last Dance and the unforgettable style clash of Giancarlo Esposito and Mookie in Do the Right Thing. I wrapped things up with a personal favorite: the Duck Camo Air Max 89 in a custom “Need’em Got’em” moment.

All illustrations were created in Procreate, combining my love for design, sneaker culture and storytelling—one duo at a time.

This collection showcases a diverse range of illustrated typography, blending professional commissions with personal explorations. Each piece is a hands-on study in letterform and texture, crafted digitally and by hand using Sharpies, graphic pens, watercolor and cut construction paper.

Whether playful or precise, every letter tells a story through its material, style and design intent.

For Avery Dennison’s Apparel Solutions team in Beaverton, Oregon, I developed a complete branding package for their Hood to Coast team, called Ready & Label. The design centered around a bold primary logo that reflected both team identity and the dynamic spirit of the race.

To complement the main mark, I created a graphic set that was both cheeky and zen-inspired—capturing the energy, humor and mental clarity needed for the iconic relay. Each team member had the opportunity to personalize their race day apparel, blending individuality with cohesive team branding.

The result was a collection that celebrated self-expression, performance and creative unity on the course.

36 Days of Type is a global creative challenge inviting designers and artists to interpret the letters of the alphabet and the numbers 0–9 over 36 consecutive days. Originally launched in 2014 by Barcelona-based designers Nina Sans and Rafa Goicoechea, the project has grown into an annual celebration of typographic creativity.

For my contribution, I explored letterforms inspired by the visual language of sports—drawing influence from historical team logos, athletic apparel and vintage signage. Each piece was digitally illustrated in Procreate to experiment with style and pay tribute to the graphic traditions found in sports culture.

This personal exploration was born from a desire to reconnect with hands-on creation—away from screens, shortcuts and the undo button. Each piece is a tactile response to digital fatigue, composed using mixed media: paint markers, Sharpies, paper samples, found magazines and ephemera collected from my travels.

These collages reflect both visual curiosity and a meditative process, celebrating imperfection, intuition and the joy of working with physical materials.