L’OREAL

Editorial Designer/ Print/ Digital Ads/ Sales/ Education Material
Worked with copywriters, creatives, photographers and marketing on successfully releasing Redken and Pureology. Improved production schedule and process which helped projects come in under-budget. Directed photo shoots for hair care, hair color, styling kits, and social posts.

Primary & secondary packaging. Worked on can labels, 4 can packs, and 10 can variety packs.

New York Subway Map

The original New York City subway map presented too much information in one space—subway lines, street names, and nearby bus stops—making it difficult for riders to easily identify subway connections and distinguish between local and express service. My redesign simplified the layout to highlight essential transit information and enhance usability for tourists and first-time riders.

Worked remotely with client to create a lookbook that adhered to the rebranding guidelines of TownePlace Suites. Client provided on-location, mannequin, laydown photos, and copy.

Designed the typeface from scratch. It’s a marriage between a classical serif and a modern x-height typeface. Sefir is fully functional with a charm all of its own.