Lead designer for the last 8+ years. Responsible for designing and maintaining brand consistency and design. Manage a small team (in house designer and outside photographers) and work closely with the Product Team and VP of Marketing.

HYLETE is a versatile fitness apparel company for the Hybrid Athlete. Joining the company only two years after it was founded gave me a unique opportunity to help craft its branding and direction.

• Developed brand identity across all platforms.

• Implement and maintain brand standards for internal and external usage.

• Lead creative direction for in-studio and lifestyle shoots for 50+ domestic products annually.

• Designed all seasonal and promotional campaigns and made templates to maintain consistency. Adapted campaigns to the website and email creative for an overall story.

I’ve had pretty rich experiences the last 16 years working in-house at a few diverse fast-paced start-ups like HYLETE, SKLZ, & JACO and well-developed global companies like VANS. I believe in the process and create designs by integrating various elements to form a concept.

I love being a team player and thrive in a fast-paced environment that is collaborative with a positive atmosphere.

Each design has its own story and I believe showcases a wide variety of skills I have such as, photo retouching, collaborating with art directors, following guides, and building upon.

This was a campaign to help gain more loyal customers and give the community that already loves the brand a chance to come together. It challenged the community to complete 5 circuits in 5 weeks to win free apparel for a year.

• Developed look and feel for all social platforms.

One of my standout projects at Clevermade was the redesign of their Amazon store. I leveraged their branding guides and brought a fresh perspective to the site, which contributed to an increase in click-throughs and sales. During the redesign, I added additional pantones to the guidebook to obtain lighter shades of the primary palette.

In partnership with a consultant, we optimized the organization of content and improved the store’s selling options. The visual redesign, reorganization, and necessary updates to the menus yielded a more engaging site that was also easier for shoppers to navigate.

I really enjoyed taking ownership of this project. It was gratifying to provide the company with improvements to this critical component of their business.

One of my favorite things to do as a designer is design seasonal campaigns and watch them go live on all platforms. Email and social platforms need to convey messages quickly and easily. These projects address the responsible platforms with mobile-first designs that are intuitive, informative, and visually appealing to convert and deliver to the consumer through the process.

I built templates to pass to other designers so they can build the emails and for other channels. Also, worked with a Web Manager and VP of Marketing on messaging and placement.

What was inspired by the outcome of a campaign the company had held, developed into an app for workouts to further the never ending challenge for more loyal customers and enrich the experience for the brand.

• Worked with VP and external app company to brand the app by using brand guidelines and additional icons.

• Used XD to connect the pages and show the VP of Marketing and app company how everything will connect.

Seasonal textile patterns and tee designs.