Selected work2022—2026 · New York / Paris
A selection of product, brand and strategy work shaped between research and delivery. Each project joins an idea to the system, image or experience needed to make it real.
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UX/UI · Professional · 2020-2024
Vybe Together helps people find and host small get-togethers nearby. A host posts a gathering, guests apply, and the host picks who comes. I co-founded it in 2020 and ran the brand and the app design. A lot of the nights further down this page sent their guests to RSVP in it.
Contribution: Creative direction, brand, UX/UI, launch strategy
Strategy · Professional · 2024
Before anything was designed, we needed to know who the resort was for. I went through the market data and landed on couples from the USA, Europe and the Middle East, mostly coming for wellness. Everything after, from the brand to the members' club, spa and restaurants, was built for them.
Contribution: Segmentation, market data, strategic analysis, brand identity
UX/UI · Academic
Academic research is hard to break into. Eureka is a social app built to help with that, with tools for getting feedback, finding collaborators and keeping track of projects. I took it from user research to a prototype.
Strategy · Professional · 2024
Masseria Lamacoppa is an old farmhouse estate outside Ostuni, in Puglia, and its owners wanted to sell it to a larger hotel group. This is the book we made to pitch it. It opens on the place and the region, then turns to the buyer, with the estates it would compete with and a plan for what the site could become.
Strategy · Academic
My capstone, a brand strategy for Caddis. The question was how the brand could speak to more than one generation at once. I started with competitors, market trends and consumer research, and it ended in AgeWise, a podcast series that pairs youth culture with older voices to bring new people to Caddis.
UX/UI · Independent
Enzo is a banking app I built with a membership system behind it. Your rank goes up as your wealth grows, and each rank has its own ring, from obsidian at $25K up to gold at $5MM. I designed the app and the rings, built the system around the ranks and wrote the marketing strategy, which uses the ranks as a sign of where you stand. People apply for access through a landing page.
Contribution: App design, membership system, marketing strategy
Strategy · Academic
Four in five of the students I surveyed didn't like frozen meals, and none of them thought they were healthy. My first capstone asked what frozen food would have to change to match what people in cities now want from taste, health and sustainability. I did interviews, a focus group, a digital audit and desk research, then prototyped packaging for a range aimed at students.
Strategy · Professional
Clay wanted more of a presence online. I proposed two video projects, one showing what the company is like on the inside and one made to travel and reach new people.
Strategy · Academic
Seeing a doctor means time you don't have, a waiting room where you can pick something up, and a big bill. Talaria is a drive-thru medical service that deals with all three by bringing care to the car window. I built the concept and the brand around those problems, and the deck goes as far as traction, projections and a $1 million ask.
Strategy · Academic
A redesign of how Cost Plus Drugs works. I used design fiction, a futures wheel and SCAMPER to look for ways the service could change, and one of the ideas became a design fiction prototype: generic drugs sold from a vending machine.
Strategy · Professional
The NYC Innovation Collective brings together the people who run New York's accelerators and tech companies. When I was an Associate there I put together its annual sponsorship proposal: which events partners could back, and what they'd get in return.
Strategy · Professional
A media kit for Garrett, a New York creator with more than 365,000 followers who has worked with MrBeast and Cam Newton. It shows his audience, the collaborations he's done and what a brand gets from working with him.
Strategy · Professional
A media kit for Ben Sharf, a podcaster and creator who works with bigger influencers and brands. It covers his entrepreneur podcasts and the user-generated content he makes for niche audiences.
Strategy · Professional
A media kit for New York Guys, four creators (Garrett, Brendon, Bill and Phillip) who talk about life in the city, some of it comedy, some satire, some serious. I introduced each of them and set out what the group offers brands.
Product Design · Academic
Surfers get hurt in wipeouts, on the reef and on the sea bed, and hardly any of them wear a helmet. In Australia it's about 2%. The ones you can buy are uncomfortable and look wrong, and surfers care how they look. So I tried to design one they'd actually wear. The shapes come from animals, an armadillo and a jellyfish among them, and I took it through prototypes, an airflow simulation and the changes it would need to be manufactured.
Strategy · Professional
A content proposal for Scribe that runs from the first consultation to filming (full body or at the mic, on proper kit) and the monthly tweaks after. It sets out the equipment, the process and the team.
Strategy · Professional
Driven is a docuseries about what women are up against in motorsport, told through candid interviews and real race footage, and produced by Current. The deck introduces the drivers, the team and the production.
Strategy · Academic
A pitch for FRYSTÄ, frozen meals from IKEA. IKEA already means cheap and efficient, and meals that are simple, tasty and easy fit that, especially if they bring IKEA into city centres. The deck has the central idea, a map of where else IKEA could go, a positioning statement and a brand essence wheel.
Data & Analysis · Academic
I made three charts from New School research into how students in New York live. One maps where and how they spend money. One follows the music they listen to through the day. The last looks at whether they drink coffee, alcohol and sweet drinks alone or with someone.
Strategy · Independent
Cozy mixes streetwear, home goods and sportswear, with a lot of nostalgia in it. I built the identity around trust, with influencer partnerships and community work as the way into bigger shops like Urban Outfitters.
Product Design · Academic
We wanted to make everyday objects out of something that could be left outdoors and would feed the plants around it. Mycelium grows through farm waste like flour, cereal or sawdust, so we packed it into moulds and waited about a week for it to fill them. The first piece was an ashtray, then an incense holder. We also tested how the grown material held up to heat and fire.
Data & Analysis · Academic
A financial analysis of Nike: who owns it, how the stock has done, its bonds and ratios, and what all that says about its strategy. I finished with where I'd put the money, including a bigger push into premium sportswear.
Strategy · Professional
A night in Miami for Social Haus based on The Fifth Element, putting artists, influencers and entrepreneurs inside the film's world. The deck covers the concept, the music, art and performance, and how the room should feel.
Strategy · Independent
What if Ralph Lauren had a luxury line built around polo culture, with aged Scotch at the centre? I worked out the concept and how it would look, and kept it recognisably Ralph Lauren.
Data & Analysis · Academic
What would LVMH have to change to run a regenerative business? I mapped its value chain, from the supply chain to stakeholders and environmental impact, then used a systems map and a causal diagram to see how the group could balance profit against its sustainability targets.
Product Design · Academic
Most men's hats are a cap or a beanie. I wanted headwear with more character that still reads as menswear, so each design comes from one animal: a viper, a sparrow and a crow, a slug. The brief had nine rules to keep them wearable, like covering at least a quarter of the head, coming in two sizes and doing one job besides looking good. I worked from a target audience and a persona, through sketches and technical drawings, to renders.
Product Design · Academic
Why do toilets all look the same? I started from the most ordinary one, the exposed-trapway toilet, and used Raymond Loewy's MAYA rule (most advanced, yet acceptable) to judge how far it could change. The form takes long curves and horizontal lines from car design, drops anything that isn't needed, and mixes glass, concrete and steel in muted colours. I researched the object's history and anthropometry before drawing anything.
Data & Analysis · Academic
Who survived the Titanic, broken down by age, sex and class. Put side by side, the charts show how much money decided who lived.
Product Design · Academic
A collaboration I pitched between Chilewich and David Hockney. Chilewich's classic patterns felt far from the art younger, design-minded buyers care about, so these placemats carry Hockney's paintings instead. They still wipe clean and last like any Chilewich, which mass-produced ones from places like IKEA don't, and they give the table something to talk about.
Product Design · Independent
A day bed you lie inside instead of on. I drew the shell as one long curve that wraps around you, set it on a light metal frame, and took it from sketches to a dimensioned drawing and renders.
Graphic Design · Academic
A style guide for LVMH and Kering: colours, type and layout templates so everything they put out looks consistent. It keeps the elegance both are known for and lets the graphics and type play a little more.
Graphic Design · Professional · 2024
Fifteen flyers for Zayd Turk's vinyl nights at Jams, 1414 6th Ave, all through 2024. They settled into three looks: a type card with a found object on top (a vintage car, a kiwi, a fig) that changes colour every week, an engraved cowboy on flat colour, and a photo series with a white brush mark over crowds, sea and streets.
Graphic Design · Professional
A boxing party with one rule: no phones. I made two posters, a kid in boxing gloves and a stencilled title under a palm tree, and a 3D animation of the title coming up like a sun over water. The night had its own page in the Vybe app too.
Graphic Design · Professional
Sixteen flyers for The Palace, on West Broadway and on Canal St, for Zack Bia, Jonas Blue, Yung Bae, Young Paris, Michael Simpson and others. No two look alike: a blue duotone, a red collage, an engraved card, a 90s sitcom still, a TV set full of fish.