RETAIL EXPERIENCE & ENVIRONMENTAL DESIGN
Brand, Translated Into Space
INTRO
Retail is where a brand becomes physical — walked through, touched, photographed, and remembered. For over a decade, I've led the creative behind large-scale retail environments: branded activations like Unwell x Banter, an inline and kiosk rebrand for Banter, and a signage system built for 1,300+ Michaels stores. In each, the brief started the same way — a brand platform and a merchandising plan — and my job was to build everything around it: story, art direction, illustration, and systems built to scale
RESULTS AT A GLANCE
1,300+
Stores — Michaels national signage system, US & Canada
600+
Store rebrand rollout —Piercing Pagoda to Banter
30
Vendor partners coordinated on nation Michaels programs
6
Designers hired, led & mentored on the Banter creative team
CREATIVE DIRECTOR | FULL ONSITE EXECUTION
A Brand Moment, Built From the Ground Up
Unwell x Banter started as a single idea: give the brand a place people would want to stand in — and photograph themselves in. I created the full experiential concept, designed the booth and a dedicated selfie moment, illustrated original artwork, and extended it into swag — bags, selfie sticks, bandanas — plus email and social. I oversaw onsite production and setup myself, so the room matched the deck exactly.
BANTER | CREATIVE DIRECTOR | ART DIRECTOR
A Brand Made Physical
When Piercing Pagoda became Banter, the brand needed somewhere to live. I worked closely with the in-store experience manager and owned the creative and design side — inline stores and kiosks, furniture and rugs, environmental graphics, and signage refreshed season over season. Fabrication and installation were handled by outside vendors.
ORIGINAL ILLUSTRATION — WALL INSTALLATION
NATIONAL HOLIDAY PROGRAM
Santa's Make Shop
Michaels handed me the merchandising layout and product assortment; I built the creative story around it — one system, designed once, and rolled out storewide across the footprint.
SELFIE SPOT
MICHAELS | LEAD GRAPHIC DESIGNER | UNITED STATES & CANADA
One System, 1,300+ Stores
Michaels handed me the merchandising layout and product assortment; I built the creative story around it — one system, designed once, and rolled out storewide across the footprint.
DEPARTMENT SYSTEMS
Systems Built to Scale
Beyond the holiday program, I designed department-level systems the same way — a Gallery Wall signage system, a destination photo department built around Fuji Photo Station and category launches spanning yarn, jewelry, miniatures, and slime, each with its own signage, illustration, and merchandising story built to flex across nearly every store format.
