Then I do a deep dive into consumer behavior to understand who the audience is, what their rituals are, what they desire, and where their pain points lie.
Next, I audit the brand’s past work to see what has already been done and to spot what might be missing.
Finally, I define the objective, whether that’s a GWP, a PR kit, influencer seeding, a DTC strategy, or a retail-ready execution.
I collaborate cross functionally, working with accounts, sourcing, and production to make sure everything is feasible.
Then I sketch multiple concepts, from safe options to bold ideas, so there’s a full range of directions to consider.
Finally, I define the product story by asking what the emotional hook is and how it connects back to the brand’s ethos.
I specify materials and finishes, including coatings, textiles, foils, embossing, and PMS colors.
I develop packaging dielines that are both functional and aligned with the brand, while also considering shipping and retail requirements.
I run internal reviews and revisions where creative feedback is sharp, and I make sure to iterate quickly but thoughtfully.
Concept narrative
Moodboards
Product mockups
Material/finish samples
Timeline and production considerations
I'm trying to sell an experience, not just the item.
I review samples carefully, checking for color accuracy, finishes, closures, and durability.
If something looks great in render but doesn’t work in hand, I flag the issue and rethink the approach.
I manage client approval rounds by keeping the communication loop open while still pushing for creative integrity.
I handle the handoff with precision because there’s no room for ambiguity at this stage.
Even once production begins, I stay involved and monitor QC rounds to ensure standards are upheld.
I pull key learnings by asking what worked and what could evolve.
I archive the case study and add it to the internal library so it can be used for future references and pitches.
Brands
& People
