ODD LOBBY -
Brand Development
ODD LOBBY
Odd Lobby is a creative house where artists come to create, collaborate, and grow. From music production and recording to content creation for artist.
FROM LOGO TO BRAND
While the original logo was provided, I refined its balance and expanded it into a complete visual identity. I developed the brand strategy, color palette, and design system for Odd Lobby, creating a cohesive identity that reflects the studio's bold, artist-driven approach across both digital and print applications.
PROJECT MISSION
The goal was to develop a complete brand identity that resonated with Los Angeles' diverse creative community, from singers and songwriters to producers and more. The brand needed to feel bold, modern, and collaborative.
PROJECT ROLE
Brand Strategy · Brand Identity · Creative Direction · Web Design · Marketing · Content Creation · Photography · Video · Community Development
Project Summary – ODD LOBBY Studio
After researching creative studios, recording spaces, and artist communities in Los Angeles, I developed a visual identity designed to feel bold, minimal, and slightly mysterious while keeping the focus on the artists themselves.
The existing brand lacked a cohesive visual system, so I refined the logo, established the brand palette and typography, and developed a flexible visual language that could work across digital, print, and physical touchpoints.
My role expanded beyond brand development. As Creative Director and Content Creator, I developed social media campaigns, promotional materials, posters, postcards, business cards, and marketing assets while helping shape the studio's broader creative direction and community presence. The result was a cohesive identity that could move from the studio environment to social media, events, workshops, and promotional campaigns without losing its personality.
ZEN HEALING -
Brand Revamp
ZEN HEALING
Zen Healing Retreat is a post-operative luxury care center in Los Angeles, CA. Zen provides a serene and restful environment for healing after surgery.
FROM LOGO TO BRAND
I was given a very low resolution logo to work with. I gave the logo a revamp and from there I developed a full brand strategy and visual identity.
PROJECT MISSION
To create a strong, and memorable brand identity that will push brand awareness and growth past the current inner circle, and word of mouth clientele.
PROJECT ROLE
Brand Strategy · Visual Identity · Web Design · Print Design · Photography · Video · Market Research · Creative Direction
Project Summary – Zen Healing Retreat
Through market research into healing retreats and competing brands, I identified an opportunity to move away from the clinical, corporate aesthetic common in the category and create something warmer, more human, and inviting.
I led the visual direction across the brand, developing the logo, website, printed materials, original photography, and video. The identity is built around an arch motif paired with an organic circular form inspired by the logo, creating a recognizable visual language that carries across digital and physical touchpoints. The laser-cut arch on the booklet cover, for example, creates depth while acting as a window into the brand experience.
The visual system combines sage, soft cream, and rust with an expressive handwritten font and modern sans serif. Together, these elements create a balance between warmth and professionalism, helping the brand speak to both patients seeking comfort and medical professionals interested in collaboration.
My role extended from brand development into content creation and visual storytelling, ensuring the identity felt consistent from the first impression through the full brand experience.
THE PACK WAY -
Brand Development
THE PACK WAY
Led the visual direction for The Pack Way, establishing a cohesive brand identity centered around connection, movement, and the human–dog bond.
FULL BRAND DEVELOPMENT
I designed the full brand including the logo! The logo typography is modified Genty Demo. I went for a minimal yet playful approach. I developed a visual identity inspired by the relaxed energy of 1970s California beach culture.
PROJECT MISSION
To create a strong, and memorable brand identity that feels fun yet trust worthy. I decided to go for a 70's beach brand identity.
PROJECT ROLE
Brand Strategy · Visual Identity · Web Design · Photography · Video · Marketing Collateral · Content Creation · Market Research
Project Summary – The Pack Way
Through research into competing dog-walking brands, I identified an opportunity to bring more warmth, trust, and emotional connection into the category. I built The Pack Way around connection, movement, and the bond between people and their dogs.
I developed the visual identity around a relaxed 1970s California beach aesthetic, using rounded typography, a warm muted palette of sage, cream, and burnt orange, and a subtle leash detail incorporated into the “Y” of the wordmark. The detail reinforces the brand's connection to walking and movement without relying on an obvious dog illustration.
I extended the identity into a Polaroid-inspired visual system, using the format across web content, marketing materials, and promotional assets. At events, we also photographed owners with their dogs and provided Polaroid-style prints as a tangible part of the customer experience.
I led the visual direction, photography, and video production, creating original content and marketing assets that carried the brand consistently across digital and physical touchpoints.
Note: The website shown reflects my original design direction and brand implementation. Some elements have since been updated by the client.
US HEALTH FAIRS - Brand Revamp
US HEALTH FAIRS
A nonprofit public health organization providing accessible health services to under-resourced communities throughout Southern California.
FROM LOGO TO BRAND
I was originally hired to refine the logo. The project quickly expanded into a full brand redesign, where I developed a cohesive visual identity across both print and digital.
PROJECT MISSION
Create a strong and memorable brand identity that increases awareness within both the healthcare community and the communities it serves.
PROJECT ROLE
Brand Refresh · Visual Identity · Creative Direction · Web Design · Print Design · Photography · Video · Content Creation · Market Research
Project Summary - US Health Fairs
After researching healthcare organizations, community clinics, and nonprofit health initiatives, I developed a refreshed identity designed to feel modern, trustworthy, and approachable. The existing identity felt dated and overly generic, so I redesigned the logo and visual system to better reflect the organization’s focus on care and community.
I developed the brand identity across US Health Fairs and US Health Clinics, establishing a cohesive system of color, typography, and supporting visuals for both print and digital applications.
My role expanded beyond brand development into creative direction and content production. I organized and directed photoshoots, captured photography and video, and edited original content to build a visual library for the organization. I also developed marketing materials, brochures, business cards, social media assets, and website visuals.
The result was a more cohesive and recognizable brand presence that communicates professionalism while creating a warmer, more approachable experience for the communities they serve.
www.instagram.com/ushealthfairs/
Lille Barn -
Concept Brand
LILLE BARN
Lille Barn is a children's boutique concept brand inspired by Scandinavian design. The project was created to showcase a thoughtful, cohesive brand identity that feels playful, and inviting.
CONCEPT BROUGHT TO LIFE
What started as a hand-drawn logo sketch in Procreate grew into a fully realized children's boutique brand.
PROJECT MISSION
To develop a realistic concept brand with a cohesive visual identity. Inspired by Scandinavian culture, the brand embraces nature, simplicity, and playful design.
PROJECT ROLE
Brand Strategy · Visual Identity · Illustration · Custom Typography · Packaging · Apparel Design · Social Media · Market Research
Project Summary – Lille Barn
Lille Barn is a concept brand inspired by my Swedish upbringing and the Scandinavian philosophy of encouraging children to explore, spend time outdoors, and simply enjoy being kids. I approached the project as a real retail brand, developing an identity designed to feel playful, handcrafted, and authentic.
I developed the identity from the ground up, beginning with hand-drawn sketches and Procreate before refining and vectorizing the artwork in Adobe Illustrator. The custom typography and seed icon became the foundation of the visual language, representing growth, imagination, and childhood.
After researching Scandinavian children's brands and contemporary boutiques, I developed a visual system built around organic shapes, playful illustration, approachable typography, and nature-inspired colors. The identity was then extended across apparel, stickers, storefront applications, social media, and supporting brand elements.
Because Lille Barn is a concept project, I focused on creating a brand that felt scalable and commercially realistic — something that could live naturally across a boutique storefront, digital platforms, packaging, and children's apparel.
Vagabond -
Concept Brand
VAGABOND COFFEE
The concept blends rustic Austin, Texas charm with modern cafe culture, appealing to customers who want more then just coffee. They crave atmosphere identity.
CONCEPT BROUGHT TO LIFE
The idea began with a hand drawn sketch in Procreate that evolved into a full brand with potential.
PROJECT MISSION
Build Vagabond's brand identity from all angels so it feels like a real brand. From logo, to visuals and material such as menus, cups, fun stikcers etc.
PROJECT ROLE
Brand Strategy · Visual Identity · Custom Typography · Packaging · Print Design · Art Direction · Illustration
Project Summary – Vagabond
Vagabond Coffee is a fictional café concept inspired by Austin, Texas, blending rustic Western character with a modern neighborhood coffee shop. I developed the identity around handcrafted illustration, earthy colors, and bold typography to create a brand that feels approachable, adventurous, and rooted in community.
I created the logo and supporting illustrations by hand in Procreate before refining and vectorizing them in Adobe Illustrator. From there, I developed the identity across coffee packaging, café posters, menu concepts, environmental graphics, merchandise, and social media, demonstrating how the brand could extend beyond the logo into a complete customer experience.
The final visual system balances Texas character with contemporary café culture, creating a flexible identity designed to feel at home across both physical and digital touchpoints.
Harvest Roots -
Concept Brand
HARVEST ROOTS
Inspired by my frequent visits to Ojai, California, Harvest Roots is a concept farm-to-table restaurant centered around fresh, organic ingredients.
CONCEPT BROUGHT TO LIFE
The project started as a hand-drawn sketch after a day spent exploring Ojai. With the name locked in, I began developing the logo.
PROJECT MISSION
The goal was to demonstrate how a single visual concept can create a cohesive and recognizable brand experience rooted in sustainability and honest, simple design.
PROJECT ROLE
Brand Strategy · Visual Identity · Custom Typography · Packaging · Print Design · Art Direction · Market Research
Project Summary – Harvest Roots
Harvest Roots is a farm-to-table restaurant brand concept inspired by the slow, intentional lifestyle of Ojai, California. I developed the identity around warm colors, organic shapes, and approachable typography to reflect the connection between local farms, fresh food, and community.
I customized the Noort typeface to create a distinctive wordmark, softening and rounding the letterforms to give the brand a more approachable personality. I also transformed the “t” into a custom fork icon, creating a recognizable visual element that carries throughout the identity.
I extended the brand across fresh juice packaging, market materials, a tote bag, menu design, and in-restaurant farm stands. The farm stands create a visible connection between the restaurant and its local-food roots, showcasing fresh produce and ingredients that are incorporated into the menu.
The result is a warm, inviting restaurant identity that captures the spirit of Ojai’s farm-to-table culture while creating a cohesive experience across dining, retail, packaging, and brand applications.
LOGOFOLIO - Concepts & Clients
LOGOFOLIO
Additional logo concepts and selected client work. G&G Corporations, Selfish Moms, and Cancer Finder are paid client projects where I developed custom logos and supporting brand applications.
I explore how a strong logo can become the foundation for a larger brand experience through research, concept development, typography, symbolism, and visual identity.
PROJECT MISSION
Create memorable, timeless logos that communicate a brand's story through thoughtful typography, symbolism, and visual identity.
PROJECT ROLE
Logo Design · Brand Identity · Typography · Symbolism · Concept Development
