About
I love building brands and leading teams to create visuals that connect with consumers. My experience in packaging design, print production, and digital marketing has enabled me to craft design-led stories that resonate across multiple brands.
Work
Mass. Bay Brewing Co.
|Head of Design
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Highlights
Led the brand refresh process for Harpoon's flagship product, Harpoon IPA, resulting in the first sales increase in six years. Subsequently led the refresh of the entire Harpoon portfolio, applying the principles established with the IPA refresh.
Developed brand packaging and visual principles for Dunkin' Spiked, MBBC's largest product launch to date, achieving over $10 million in sales within its first year and generating 9 billion media impressions at launch. Dunkin' Spiked is now the #1 Hard Coffee Brand in New England.
Led the design of groundbreaking collaborations with partners such as Dunkin', Mike's Pastry, Life is Good, L.L.Bean, and USWNT soccer stars the Mewis Sisters.
Led the design and repositioning of Shed Mountain Hazy IPA, resulting in a 60% increase in the rate of sale over its predecessor.
Rebranded and repositioned the UFO brand family, resulting in a 2% rate of sale improvement for UFO White and a 9% increase for UFO Maine Blueberry in 2024.
Improved design team processes for production, proofing, and product launch support, boosting output while maintaining quality as new brands were added.
Mass. Bay Brewing Co.
|Creative Director
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Highlights
Led multiple and significant brand refreshes for the Harpoon and the UFO brand
Developed the Harpoon Back Label program that allowed the brand to talk directly to consumers with engaging brand stories.
Helped launch multiple Harpoon sub-brands and series, including Harpoon Craft Cider, Harpoon Leviathan, and the Imperial series among others.
Education
Tufts University | Medford, Mass and School of the Museum of Fine Arts | Boston, Mass
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Bachelor
Fine Arts
Awards
Judge | IHAF (In-House Agency Forum) Awards
FEATURED FINALIST | IDSA IDEA Brand Strategy and Visual Identity
GDUSA American Package Design Award
COLLABORATION OF THE YEAR
Awarded By
BREWBOUND
GDUSA American Package Design Award
GDUSA American Package Design Award
GDUSA American Package Design Award
GDUSA American Inhouse Design Award
GDUSA American Package Design Award
Founder's Award
Awarded By
MBBC CO. AWARDS
Harpooner of the Year
Awarded By
MBBC CO. AWARDS
Role Model
Awarded By
MBBC CO. AWARDS
Unsung Hero
Awarded By
MBBC CO. AWARDS
Skills
Design
Creative/Art Direction, Packaging, Print, Brand, Communication, Environmental, Presentation, Digital Design, Design Research, Photography, Illustration, Printmaking.
Marketing
Team Leadership, Project Management, Brand Development, Execution.
Tools
Adobe Creative Cloud, MS 365, 3M Visual Analysis Software, gSuite, Trello, Slack, Elementor.
References
KEY RESPONSIBILITIES
Led the creative direction and visual execution of MBBC brands.
KEY RESPONSIBILITIES
Managed a team of designers and freelancers working on multiple brands, fostering a collaborative and innovative work environment.
KEY RESPONSIBILITIES
Oversaw the design and production of packaging, ensuring consistency and quality.
KEY RESPONSIBILITIES
Collaborated with marketing teams to create cohesive and engaging visuals for brand packages and experiences.
KEY RESPONSIBILITIES
Worked directly with stakeholders on product launches, aligning feedback to drive consensus.
KEY RESPONSIBILITIES
Directed photoshoots, video productions, and other creative initiatives.
KEY RESPONSIBILITIES
Used both quantitative and qualitative data to direct feedback on designs
KEY RESPONSIBILITIES
Led the creative direction of the Harpoon and UFO Brand families overseeing all the visuals to support these brands.
KEY RESPONSIBILITIES
Worked directly with the CEO to launch new products and brands to support the company's goals and vision and to drive sales..
KEY RESPONSIBILITIES
Managing a team of designers, freelancers, and outside partners to enrich and execute each brand's unique vision.