VELA
As Head of Digital Marketing at VELA, I led a seven-person creative and marketing team while shaping the company’s brand, social media, website, and campaign strategy. Working directly with the CEO, I translated business goals into audience-driven storytelling and digital experiences that grew VELA’s community by more than 200,000 followers. I also developed high-impact product campaigns that consistently generated sell-out demand, using performance data and audience insights to refine our creative direction and strengthen the brand.
The Golden Balance
I developed the website and restaurant branding for The Golden Balance, translating his identity as an internet chef into a cohesive digital and physical brand experience. The website was designed to tell his story beyond social media—connecting his personality, culinary journey, and growing business through engaging visuals and intuitive navigation. I extended that storytelling into the restaurant’s brand identity, creating a consistent experience that felt recognizable to his existing audience while establishing a distinctive presence in the hospitality space.
Frosted Tips
I designed and developed FrostedTips.com as a responsive, user-friendly digital experience that brings the brand’s personality to life. My work included defining the site structure, shaping the visual direction, building the front-end experience, and optimizing the customer journey across desktop and mobile. The final website balances bold brand storytelling with intuitive navigation and a streamlined path to conversion.
My Brother’s Friend
I designed and developed MyBrothersFriend.com as the digital home for the My Brother’s Friend podcast. The website translated the podcast’s personality into a cohesive online experience, giving listeners a simple way to discover the show, explore episodes, and connect with its broader identity. I focused on responsive design, clear content organization, and an intuitive experience across desktop and mobile.
NOMINAL X VELA IN PERSON EXPERIENCE
NOMINAL × VELA was an immersive pop-up experience that brought both brands together through one cohesive story. I translated the collaboration from a digital campaign into a physical environment, shaping the creative direction, staging, and production to ensure every customer touchpoint reflected the partnership. From product presentation and spatial flow to visual details and branded moments, the experience connected both collections naturally while giving guests an engaging way to explore the products and story in person.
