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Studio Work

I’m highlighting these projects because they are where my creative energy is most alive right now.

They represent two very different emotional registers and creative roles. One leans into fantasy, fun, and nostalgia — playful, storied, and aspirational. The other is raw, direct, and powerful, designed to move quickly and land viscerally. While they differ in tone, both are deeply emotional projects that reflect how I approach creative work.

For me, branding and strategy are not abstract exercises — they’re about aliveness. I’m interested in how design makes people feel, how it carries memory, tension, humor, or urgency, and how those emotional signals create meaning and connection. These projects show how I explore that spectrum, using strategy, writing, symbolism, and visual clarity as tools to translate feeling into form.

Evelyn Project

The Evelyn Project is a home décor and lifestyle concept rooted in the fantasy of found objects — pieces that were once loved, overlooked, or left behind, and now invite new meaning. The brand is built on the idea that objects carry emotional residue, and that nostalgia, whimsy, and curiosity can be powerful drivers of connection and desire.

Strategically, the project explores how storytelling and emotional projection can elevate ordinary or secondhand objects into aspirational artifacts. The brand is designed to attract curious, quirky customers who enjoy the romance of imagined histories — part nostalgia, part gossip, part self-expression — and who find joy in owning objects that feel storied rather than pristine.

Visually, the identity draws from tactile and symbolic cues associated with memory and legacy: wax seals, decorative initials, heirloom typography, and hand-crafted details. The palette and typographic system balance modern restraint with sentimental warmth, allowing the brand to feel contemporary while still grounded in a sense of time and place.

Named after my grandmother, Evelyn, the project is informed by personal memory but intentionally abstracted into a broader emotional framework. Rather than documenting real histories, the brand creates space for imagined ones — crafting a quiet thrill around the idea that every object holds a story, whether known or invented. The result is a visual and narrative system designed to spark intrigue, emotional resonance, and a sense of intimate discovery.

Generation Snooze

Generation Snooze is a conceptual brand and substack examining life lived in prolonged survival mode, when constant effort yields diminishing returns, and joy, curiosity, and vitality slowly disappear under the weight of endurance.

The project is built around the idea that when people are depleted, communication must become immediate and legible. Rather than layered narratives or polished aesthetics, the visual language favors simplicity, bold symbols, and compressed messages functioning more like road signs than decoration. The goal is instant recognition, not prolonged interpretation.

The identity resists overworked visuals and consensus-driven design. Instead, it prioritizes unfiltered expression and symbolic clarity work that feels felt rather than deliberated. Each graphic is designed to land quickly, evoke emotion, and linger as a signal, creating resonance through directness rather than refinement.