Branding + Design
Norma Skin Studio
Brand Development + Website Design
Year: 2025
Norma Skin Studio was only an idea before we worked together. These designs would create a brand that established, the owner, Sam, as an independent esthetician, after years of building a client list and personal brand under another local spa. The brand and the website called for a balance of distinction and recognition, a presence that would resonate with an established clientele and mark the transition from spa lead to business owner.
Website Design
Norma Skin Studio’s website needed to work as a landing page for easy booking, shopping product and distinctive messaging. The website was built to allow clients to navigate through all their needs with clear product and services information. Instagram being the lead traffic driver for the brand encouraged the design to reflect Sam’s personal social presence.
Brand Development
Norma Skin Studio was inspired by Sam’s connection to her identity through her grandmother and her namesake. The brand embodies this story through a hint of romance and nostalgia, while marking its place in time by the way of a modern, primary-color inspired palette. A brand that asks clients to come as they are and honors a space that encourages growth through caring for your skin.
Salon Archives
Brand Development
Year: 2025
This project set out to create a brand guidelines kit and social templates for Salon Archives. The deliverables were designed for use across social platforms, monthly newsletters, and future landing pages. The graphic design kit includes primary and secondary fonts, colors, logos, and templates for future events and series. All elements were created to be easily customized for future use using accessible tools like Canva.
Brand Development
Salon Archives is a community-first events that centers conversations inspired by fashion, interior design and living well. I worked with them to bring that same intention through their brands visual messaging. Relying on brand and community discovery, I presented to them a refined brand pack, which included social media templates. Salon Archives thoughtfully carries these designs with them in Seattle, WA, establishing their brand and events as here-to-stay storytellers.
Lydia Augerot
Lydia Augerot — Website Design + Asset Creation
Year: 2025
I partnered with Lydia Augerot to build a cohesive digital and visual identity that reflects the refinement, craftsmanship, and intentionality at the core of her brand. This work included designing her website from the ground up, creative directing a lifestyle campaign to introduce the brand, and producing all product and still-life photography for Drop 001 and Drop 002. By combining thoughtful design, visual storytelling, and clear brand positioning, the project created a unified online presence that elevated her launch and established the foundation for long-term brand growth.
Website Design
For this project, I designed a custom website that highlights Lydia’s design philosophy: clean lines, handcrafted detail, and effortless sophistication. The site prioritizes clarity, ease, and visual balance, allowing her functional objects to sit in the center of her work. From layout to color palette to content flow, the design establishes an organic, editorial framework that supports future collections while staying rooted in the brand’s timeless aesthetic.
Website Asset Development
I creative directed a lifestyle shoot that introduced Lydia’s world through tone, texture, and environment. Followed by product images I shot myself, the imagery reflects her brand’s warmth and intentionality. It captures pieces in context of her wood shop, and highlights the quality of craft. The shoot provided foundational assets for the website, social rollout, and overall brand identity, grounding the collection in a handmade, human narrative.
Address
Address by Crawford Hoying — AVP of Marketing
Year: 2021
At Address, Crawford Hoying’s residential sales agency, I led brand development from the ground up, including brand design, experience and website. Through creative direction, franchise campaign systems, and launch-level marketing, I helped shape a brand experience that celebrates the people and moments that define home. The work strengthened brand identity, deepened audience engagement, and established a scalable framework for future growth and dominance in the local luxury real estate market.
Website Design
I designed and developed a custom, clean, user-focused real estate website for Address, A Crawford Hoying Sales Agency. The site highlights the agency’s dedication to helping clients buy and sell homes with confidence by showcasing featured listings, team expertise, and full service offerings. It includes an intuitive property search, detailed listing previews with rich imagery. It was created to guide users through the experience from browsing homes to connecting with agents. Strategically placed testimonials and service descriptions build credibility and support the brand’s client-first approach.
Brand Development
Alongside the website, I led the full brand development for Address, a Crawford Hoying Sales Agency. The brand was built around the idea that home is deeply personal and more than a transaction. Home is where life unfolds. I shaped the voice, positioning, tagline, and visual identity to feel warm and personal, while maintaining strong alignment with the credibility of Crawford Hoying. The result is a cohesive brand system that balances sophistication with approachability. This brand stablished Address as a trusted source to guide in the luxury home buying and selling journey.
Brand Experience Design
I led the translation of the Address brand into its physical environment, shaping a cohesive in-person experience from exterior signage to interior details. This included directing branded environmental graphics, signage systems, paint selection, and material applications to ensure consistency with the identity.
Beyond visual elements, I curated shared client spaces to reflect the brand’s warmth and hospitality—from a dedicated children’s play area to thoughtfully stocked lobby amenities—ensuring every touchpoint reinforced Address as welcoming, elevated, and service-oriented. The result was a state-of-the-art office that didn’t just house the brand, but fully embodied it.
Interior + exterior signage designs
Crawford Hoying + Brackett Builders Leadership Retreat
Crawford Hoying — AVP of Marketing
Year: 2021
As brand lead for the annual leadership retreat, I directed the full visual and experiential identity of the two-day event, transforming it into an immersive brand environment that reflected the craftsmanship, leadership, and ambition of both organizations, sponsors and stakeholders..
Event Collateral & Brand Touchpoints
Oversaw the design and production of all event collateral, from programs and nametags to custom signage, tabletop details, and branded materials. Every element was intentionally considered to ensure cohesive, elevated brand presence in every corner of the two day event..
Award Design
Concepted and designed five custom executive awards. Using walnut, steel, glass, and cement, the materials were inspired by the raw elements of real estate development and construction. The awards functioned as both recognition pieces and physical representations of the companies’ foundations.
Stage & Presentation Design
Directed the creative vision for the main stage, including a 30-foot custom backdrop, live plant installations, curated furnishings, and the design of all executive presentation decks. The stage hosted C-suite leadership, key stakeholders, and keynote speaker Caroline Wanga, requiring an environment that felt authoritative, refined, and visually compelling.
Event Activations
Managed all experiential activations to elevate engagement beyond traditional programming, including commissioning a live artist to capture the event in real time and curating live musical performances for cocktail hours and intermissions. These moments reinforced the brand’s commitment to creativity, culture, and meaningful connection.
Brackett Builders Rebrand
Crawford Hoying — AVP of Marketing
Year: 2021
I led the strategic rebrand of Brackett, the primary contractor for Crawford Hoying, modernizing the company’s identity to reflect its growth, craftsmanship, and expanding development portfolio. What began as a visual refresh evolved into a comprehensive brand transformation—spanning positioning, identity, environmental applications, and the integration of the new brand into a historic headquarters in Dayton, Ohio.
Brand Experience Design
I led the integration of the new brand into Brackett’s new Dayton headquarters, collaborating closely with interior designers and signage vendors to translate the identity into the built environment.
The office itself is a restored historic mill fabric mill, featuring preserved industrial equipment, exposed brick, fireplaces, and a custom-built reception area.. My role was to ensure the brand complemented and elevated that story.
From exterior signage, to interior brand moments and material applications, I directed from design to installation of the office’s branded elements. The result is a space that feels both industrial and refined.
Branding
As internal brand lead, I partnered with an external agency to guide the evolution of the company’s identity. By simplifying the name, refining brand positioning, and introducing a clean, bold visual system with a modernized color palette.
The objective was to bring them from a traditional contractor, where branding faded into the background, and establish a confident, contemporary presence. It was time the brand aligned with the scale and sophistication of the developments Brackett delivers.
The refreshed identity was implemented holistically across all brand touchpoints, including print collateral, uniforms, fleet vehicles, construction fencing, and corporate communications. To overcome an almost 40yr company recognition, it was pertinent to ensure consistency from job site to executive leadership.
