Alongside this shift, I played a central role in a brand refresh, defining new illustration and iconography systems that made the brand feel clearer, sleeker, and more emotionally resonant. I commissioned Rocio Egio to create custom illustrations that translated complex ideas and feelings into accessible, human visuals—bringing a legacy brand confidently into the present.
Design Systems
Illiustration
Animation
Brand Guidelines
CRM
Elevating BAUAs the brand and business continued to evolve, I led and directed a team of designers to ensure creative work stayed aligned with shifting brand guidelines and strategic goals. Together, we produced work across web, email, social, and paid media—balancing speed with craft. To support that pace, I initiated and built an email template system that reduced repetitive tasks and streamlined workflows, giving the team more time to focus on higher-impact creative thinking.