Led the full company rebrand, redefining the visual identity and building a cohesive brand system across digital, retail, packaging, merchandise, campaigns, and point-of-sale.

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Owned creative direction from concept through to in-market execution, ensuring brand consistency across every customer touchpoint. Directed photoshoots, developed campaign concepts, shaped headline and brand copy, managed creative templates and design systems, and oversaw final artwork, imagery, and production delivery.

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Key responsibilities included:

• Led the end-to-end company rebrand, from visual identity and brand system development through to website direction, packaging, retail assets, campaign rollout, and final production delivery.

• Owned creative direction for web, packaging, retail, merchandise, social, email, and campaign assets.

• Directed end-to-end photoshoots, including briefs, shot lists, styling, mood, lighting direction, and final image refinement.

• Developed campaign concepts, headlines, and strategic copy aligned to brand positioning and commercial goals.

• Managed and mentored a team of three designers, setting creative direction and maintaining output quality.

• Integrated AI tools into copywriting, photoshoot planning, artwork editing, and video creation to improve speed and consistency.

• Managed delivery with printers, agencies, suppliers, stakeholders, and clients to ensure accurate, high-quality execution.

• Built a unified brand ecosystem that strengthened consistency, elevated market presence, and improved execution across every customer
  facing touchpoint.