Puracy is a line of plant-powered and eco-conscious household and personal care products with a raving fan-base and science to back its claims of being the cleanest cleaning product out there. Having established a fanbase online, Puracy was looking to move into retail chains like Target. To increase visibility, Puracy approached me to work on their rebrand's design strategy. They had already had the basics of the design set (like logo, fonts and the drop shape as a container for the logo and product name) and I was tasked to crystalize a system that showed four visually distinct looks for the three separate product categories: Home, Baby (+ Pet), and Bath.

Understood.org is a non-profit dedicated to serving the 70 million American children and adults that experience learning and thinking differences like ADD, ADHD, and Dyslexia first-hand. In the spring of 2020, at the very beginning of the Covid pandemic, I was asked to come in and explore unique ways in which the team could use its existing design library to accommodate it's growing content streams during a time when learning and parenting was changing all across the world.

For International Women’s Month, we partnered with BMW and a crew of award-winning female creators to tell the story of a young woman's unusual path. At just 13 years old, Aurora Straus was told by her driving couch that she will never be successful as a professional race car driver because she wasn’t aggressive enough. As a 17-year-old, she not only became one of the youngest professional race car drivers in the world but also attended Harvard University. Her story is a powerful example of the exceeding nature of women's power.

Halloween was fast approaching when Oreo decided to have some spooky fun! Little did I know that this innocent fun was going to win us millions of views and a retweet from Jack Dorsey himself (he only invented Twitter, no bigs).

When Google was relaunching their brand in 2015, they brought me on board to play around with its fresh new features. Here are some pieces that came out of this awesome experience:

I loved working with Ariel Davis on this series of posters for the One Club student competition - a renowned network of industry professionals bringing up-and-coming creatives to the global spotlight.

Oreo approached me to reimagine how the world would see its favorite cookie and I infused it with pops of color and soft organic textures because no matter how iconic a brand gets, it still needs to keep up with these crazy times! This look was promptly adopted for its 2015 calendar year. Bonus: I got to brief Oreo's global vendors on this fresh look which means I had Dubai and Singapore and Mexico on the line at the same time which kind of felt like I was the president.

To celebrate the 20th anniversary since the fall of the USSR, I decided to create a set of commemorative stamps. The interesting point about this event is that, to this day, the public is divided about whether this historical moment was for the good or for the bad.

KONZERTHAUS DORTMUND: Emerging Technology
I was given this assignment with the problem that young people do not consider classical music to be something that they would do in their free time. The main reason for this was that classical music was seen as a passive activity without enough emphasis on what really makes going to a live concert worthwhile: The Show.