RETAIL EXPERIENCE & ENVIRONMENTAL DESIGN
From Retail Systems to Creative Leadership.
INTRO
Over nearly two decades, my role evolved from designing national retail systems to leading the teams, creative strategy and execution behind them. This collection reflects that progression—from hands-on system design to Creative Director leadership across national brands.
SCALE ACROSS MY CAREER
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
UNWELL × BANTER
2025 CREATIVE DIRECTION · EXPERIENCE CONCEPT · ON-SITE DELIVERY
Recent Creative Director Leadership
Designing a Brand Moment People Wanted to Enter—and Share
The opportunity was to turn a co-branded piercing activation into a participatory experience—not simply a branded booth.
I established the experiential concept and visual system, then directed its expression across the environment, a dedicated content moment, original illustration, merchandise, email and social. Working with internal stakeholders and production partners, I carried the idea from concept through fabrication and on-site delivery, preserving a consistent experience across every audience touchpoint.
Role: Creative direction, concept development and art direction
Scope: Environment, social moment, illustration, merchandise and campaign extensions
From Illustration System to Installed Environment
I developed an original visual language that could operate as both brand expression and environmental storytelling, then translated it into a large-format wall installation.
BANTER REBRAND
2019 ART DIRECTOR · RETAIL EXPERIENCE
Making a New Brand Coherent Across 600+ Stores
Transforming Piercing Pagoda into Banter required more than applying a new identity. The brand had to feel recognizable and consistent across two very different retail formats while remaining flexible enough to evolve season after season.
In partnership with the in-store experience lead, I set the creative direction for inline stores and kiosks and developed the environmental system across graphics, signage, furniture, rugs, and branded details. I helped establish a repeatable foundation for future retail updates.
Scale: 600+ inline and kiosk locations
System: Environmental graphics, fixtures, signage and seasonal refreshes
ORIGINAL ILLUSTRATION — WALL INSTALLATION
MICHAELS HOLIDAY
2017 LEAD CREATIVE DESIGNER · NATIONAL RETAIL PROGRAM
Foundation: National Retail Systems
Turning a Merchandising Plan Into a Storewide Holiday Story
Starting with the product assortment and merchandising footprint, I developed the creative narrative for Santa’s Make Shop and translated it into a modular family of signs and shopper moments.
The system was designed to create a recognizable holiday destination while adapting across departments and store conditions throughout the national footprint.
Deployment: 1,300+ stores across the United States and Canada
Scope: Creative concept, signage hierarchy, illustration and shopper touchpoints
SELFIE SPOT
MICHAELS
NATIONAL SIGNAGE SYSTEMS · UNITED STATES & CANADA
One Design Logic, Thousands of Store Conditions
Across the Gallery Wall, Fuji Photo Station and category launches spanning yarn, jewelry, miniatures and slime, I developed department-level systems that turned complex assortments into clear, navigable retail stories.
Each program combined a distinct creative idea with repeatable signage, illustration and merchandising logic—flexible enough to work across multiple store formats without losing its identity.
Additional National Retail Programs
Selected seasonal and promotional environments for Peoples, Kay and Banter demonstrate the same approach: a clear creative idea translated into a scalable physical system.