Designer / Creative Director at PFH DESIGN (1992-01 – Present)
Independent creative practice partnering with cultural institutions, educational organizations, lifestyle brands, and mission-driven companies to build distinctive identities, editorial communications, campaigns, and multi-channel brand experiences
- Define and evolve visual identity systems, brand standards, and creative frameworks across digital, editorial, print, social, and environmental platforms
- Translate brand strategy, organizational vision, audience insight, and complex ideas into clear and compelling creative direction
- Lead campaign concepting and brand storytelling for launches, publications, digital initiatives, exhibitions, and integrated communications
- Partner with founders and executive leadership to align creative direction with brand, marketing, audience, and business objectives
- Collaborate with writers, marketers, photographers, developers, designers, vendors, and external partners from concept through execution
- Provide clear visual direction and creative feedback while empowering collaborators to execute within a cohesive brand system
- Balance fresh creative thinking with established brand equity, evolving visual expression without losing its essential identity
- Maintain rigorous standards of craft, typography, imagery, editorial accuracy, and production excellence
Founder & Creative Director at ORITHYIA (2013-01 – Present)
Founded and built a women-centered active lifestyle and wellness brand bringing together product, movement, culture, editorial storytelling, and community
- Conceive and continue to evolve a holistic brand world spanning product, e-commerce, photography, editorial, digital, social, email, events, and experiential touchpoints
- Define and steward the brand's visual and written point of view, creating coherence across marketing, product, editorial content, and customer experience
- Develop campaign concepts and creative direction that connect product with broader stories around movement, wellbeing, longevity, individuality, and intentional living
- Direct full-cycle photography and visual production including concept development, casting, styling, shot development, on-set direction, image selection, and post-production
- Lead editorial strategy and content development, establishing the brand as a thoughtful voice around women, movement, wellbeing, and culture
- Build content and campaign calendars around launches, editorial themes, community initiatives, audience engagement, and brand growth
- Manage campaign, photoshoot, production, marketing, and vendor budgets, balancing creative ambition with available resources, timelines, and business priorities
- Plan and allocate creative resources across campaigns, shoots, launches, events, and ongoing marketing initiatives to maintain quality while supporting efficient execution
- Collaborate with marketing partners, photographers, designers, manufacturers, vendors, and other creative resources while maintaining a clear and consistent creative standard
- Gather cultural, consumer, market, and audience insights to evolve creative direction while remaining grounded in the brand's core philosophy
- Lead partnerships, collaborations, events, and community initiatives extending the brand beyond product into editorial and experiential storytelling
Founder & Creative Director at BUZZ BUZZ TWEET TWEET (1998-01 – 2013-12)
International children's lifestyle brand combining product design, craftsmanship, editorial storytelling, and a distinctive visual point of view
- Define and evolve the brand identity across product, packaging, photography, editorial, digital, marketing, and retail communications
- Create seasonal concepts and visual narratives connecting product, imagery, storytelling, and customer experience
- Direct photoshoots, campaigns, packaging, illustration, and editorial from concept through final production
- Lead photographers, stylists, designers, vendors, manufacturers, and production partners while maintaining consistent creative standards
- Manage concurrent creative and production workflows, timelines, deliverables, and vendor relationships across domestic and international markets
- Balance creative ambition with commercial, production, wholesale, and retail requirements
- Maintain brand coherence across international retail, editorial, and customer-facing channels
Senior Art Director at CHRISTIE'S (1995-01 – 1996-12)
- Develop refined visual systems for auction catalogues, exhibitions, campaigns, private sales, and international events within a heritage luxury institution
- Collaborate with curators, writers, specialists, photographers, and stakeholders to translate complex art-historical narratives into sophisticated and accessible visual storytelling
- Balance scholarship, luxury positioning, editorial integrity, and commercial objectives across multiple departments
- Maintain established brand standards while introducing contemporary visual approaches appropriate to individual audiences and collections
Art Director at VALENTINE GROUP (1993-01 – 1995-12)
- Design editorial, campaign, and brand creative for luxury fashion, publishing, cultural, retail, and nonprofit clients
- Develop visual strategies combining sophisticated typography, photography, editorial thinking, and storytelling
- Translate client strategy into distinctive creative concepts across campaigns, publications, identity, and marketing communications
- Present creative concepts and direction to clients and guide work through refinement and final production
