Mass-Market Surface Design:
New York City In-House Experience
Designed and managed the development of home decor product collections for Tier-1 retail accounts as a player-coach in Manhattan.
Hand-Illustrated D2C Product Line: Scaling from zero to $130k.
Midnight City Tarot tells the story of moving to New York City with just a carry-on a dream.
The 78 cards chronicle the whimsical adventures that take place among famous NYC landmarks (like the Statue of Liberty and the Empire State Building) and local hangouts.
Through market research, intentional design and clear strategy, the deck reach $23k during launch. I followed it up with an ethereal city-inspired oracle deck.
Both decks are carried at notable retailers in NYC, Europe and Asia.
Illustration & Brand Strategy:
Vizcaya Museum & Gardens Study
A visual exploration that honors this landmark’s Mediterranean heritage while embracing the irreverent, tropical maximalism of modern Miami.
Brand Strategy & Experiential Design: Wellness Pop-Up Event Series
I produced a series of 12 community wellness events in the Finger Lakes region.
After designing the brand, I curated the vendors, sourced nourishing local food and coordinated educational programming.
I brought the project to life through print advertising as well as organic, earned and paid social media.