My path into design wasn’t exactly straightforward.
I originally studied photography, where I became fascinated by semiotics: how meaning and associations are created through images, symbols, and visual language. I found myself constantly thinking about why certain visuals resonate and how they shape perception. That curiosity naturally led me toward branding, where I could combine storytelling, strategy, and design to shape how people experience products.

I tend to start every project with a lot of questions, sometimes more than expected. Understanding the real challenge behind a brief is half the work for me. I believe the best results come from collaboration, shaping direction together, building strong strategy first, and letting the design grow naturally from there.

One of the most rewarding parts of my work is seeing something I’ve helped create out in the world, especially when a product finally makes it onto the shelf. I’m known for spending far too long in supermarkets studying packaging and shelf displays, and I often prototype packaging ideas on my Cricut just for fun. I make custom cards and gift boxes for friends and family and will probably send you home with leftover cake in custom packaging. It keeps me curious and, honestly, keeps me from burning out.