2025
brand strategy | design lead
HERE TO HYDRATE
Design Lead and Brand Strategy for CamelBak national launch campaign: Here To Hydrate.
CamelBak has a mission: deliver hydration in the most efficient, effective, and innovative ways. From the front of the marathon pack to the back of the carpool line, the top of Mount Hood to the bottom of the to-do list, we needed to encourage everyone to hydrate…well.
From their Walmart launch to a Run Bentonville Half Marathon, we made sure CamelBak made a big splash this spring.
2025
editorial | writing | production
WORLD'S BEST HEAD
Written, Designed, Illustrated ©2024
Softcover book with a collection of poems, writings and sketches made during the previous year. Musings on cities, productivity, intimacy, permanence– but mostly on what it takes to be a person, adult or some other noun of recognized authority of human-hood.
5×7.75 | 156 pages
2024
brand strategy | design lead | site development
WAYSYDERS
Brand launch, positioning and development for gender affirming activewear brand, Waysyders.
Contributed with Falooda Edits in brand design and site development.
Project sequence started with research and strategy for brand development. Research was collected as hard data, interviewing, and market analysis. After synthesis, the brand was able to develop strategy and design in tandem.
Full design system of the brand was made and applied to site design, along with design assets for 2024 launch.
2024
branding + identity
THE BARCODE GROUP
Rebrand for the public launch of a retail services holding company.
A full identity system was needed for the new group and its new capabilities.
Focus included enterprise identities, art direction, branding, web design and digital campaigns.
2023
branding + identity
VISTA MINERALS
Developed brand identity for Vista Minerals.
Sand and Transloading company. Naming, Branding, Identity, Print Production, and Digital Design.
2024
custom typography
Berbere
Berbere is a custom typeface for Brundo Spice Company.
Full alphabets in English and Amharic.
2022
research | editorial | exhibition
COMMODIFIED BODIES
Sustained investigation on constructed value systems of emerging adults in complex, shared, hypersexual environments.
Exhibited in 'Artifact' Design Exhibition.
Quantitative analysis, qualitative interviewing, and literary research on hypersexual spaces were documented, published and printed with performance design.
Cyanotype prints from the performance were exhibited with the printed research and data visualizations.
