Branding Projects

 Modernizing a clean haircare brand​
 

Hair Dance had early traction with eco-conscious consumers, but its packaging and brand identity no longer reflected the quality of the product or the expectations of a more design-aware audience.

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The goal was to evolve the brand into something more modern, elevated, and retail-ready while maintaining its approachable, natural positioning.

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The Approach

We reimagined Hair Dance’s visual identity and packaging system to balance clean beauty credibility with a more refined, editorial aesthetic.

• Transitioned from cluttered, outdated packaging to a clean, modern design system

• Introduced a more premium color palette and cohesive product architecture

• Shifted to a spray application format to improve usability and the customer experience

• Integrated more sustainable packaging solutions, including refill options and compostable materials
   

The Impact

The rebrand repositioned Hair Dance within the clean beauty space and drove both visibility and credibility.

• Volumizing Dry Shampoo Powder reached Amazon Best Seller status post-rebrand

• 35.1M+ total audience reach across media placements

• 146K+ estimated views from early press coverage

• Featured in outlets including Byrdie, BuzzFeed, Bustle, and more

• 67 average domain authority across placements

• Strengthened brand credibility within the clean beauty and organic haircare market

• Expanded visibility through national media coverage

• Contributed to business growth, including increased sales and international expansion in 13 new markets 

Reimagining the digital experience for clarity, accessibility, and growth

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Dress for Success Triangle’s website no longer reflected the organization’s expanded programs, brand evolution, or the full scope of its impact.

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Navigation was fragmented, messaging was inconsistent, and users lacked a clear path to take action.

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The goal was to create a more intuitive, cohesive, and conversion-driven digital experience aligned with the organization’s brand messaging system.

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The Strategy

I led the strategic and creative direction of the website redesign, defining the structure, user experience, visual design direction, and messaging across all core pages.

• Restructured the site navigation to better reflect the full career journey, from entry-level support to advancement and entrepreneurship

• Defined the information architecture to create clear, intuitive user pathways for multiple audiences, including women served, donors, and partners

• Led the visual design direction to ensure a cohesive, modern, and brand-aligned digital experience

• Rewrote all core website copy in alignment with the brand messaging toolkit, ensuring consistency in tone, language, and positioning

• Simplified complex program offerings into clear, digestible content to improve accessibility and engagement

• Designed a more conversion-focused experience with stronger calls to action across key entry points

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The Impact (Pre-Launch)

The new website establishes a stronger foundation for growth, engagement, and long-term scalability.

• Created a clear, structured user journey across all primary audiences

• Strengthened brand consistency across all digital and visual touchpoints

• Improved clarity of services, programs, and pathways to engagement

• Built a scalable framework to support future content, SEO, and expansion
   

Project Status

The redesigned website is scheduled to launch in 2026. View a video preview of the website here. 

Designing a conversion-driven brand experience for live events

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CourtReserve’s event presence lacked a clear structure for engaging attendees and guiding them through the product experience.

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The Approach

I led the strategy for the booth experience while supporting updates to visual assets and messaging.

• Designed the end-to-end booth journey, guiding attendees from entry through engagement, product demo, and lead capture

• Defined the structure for how the brand shows up in a physical environment, aligning experience with product value

• Supported the redesign and copy updates across banners, flyers, postcards, and branded swag to ensure consistency

• Helped refine messaging hierarchy to clearly communicate product benefits and credibility
   

The Impact

• Created a more structured, intuitive booth experience

• Improved consistency across event touchpoints

• Supported stronger engagement and lead capture at events

• Elevated overall brand presence in a competitive trade show environment

Positioning a real estate brand for elevated, investment-focused clientele

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The Hutton Group needed a brand identity and website that reflected the quality of their offerings and appealed to a more sophisticated, investment-minded audience in the luxury hospitality real estate space.

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The goal was to create a refined, cohesive brand presence that communicated trust, expertise, and opportunity while guiding users toward inquiry and partnership.
 

The Approach

I led the full brand and messaging development, translating their business model into a clear, elevated digital experience.

• Developed the brand voice and positioning to align with a high-end, investment-focused audience

• Wrote all website copy, balancing sophistication with clarity and accessibility

• Structured the site to guide users through key pathways, including investment opportunities and property exploration

• Created a clean, editorial-inspired aesthetic that reinforces credibility and trust

• Ensured alignment between visual tone, messaging, and user experience
   

The Impact

• Established a more refined and cohesive brand presence

• Improved clarity of the value proposition and investment offering

• Created a more intuitive user journey from discovery to contact

• Positioned the brand to attract higher-value clients and partners