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Art Director Los Angeles based
Building brands through
Packaging, Identity & Retail
Overview
I’m an Art Director and Lead Packaging Designer based in Los Angeles, specializing in packaging, branding, and retail experiences. Currently, I lead creative development across pitches, new product concepts, conference branding, and digital assets, while directing photo and video shoots and collaborating closely with cross-functional teams.
I bring a deep understanding of how brand strategy translates into compelling packaging and cohesive retail storytelling.
Along the way, several projects have earned recognition from TOTY, GDUSA, and The Dieline.
Art Direction Print
Branding and Visual identities
Packaging Web
Creative Initiatives Asset Creation Licensing & Franchise Alignment
3D mockups
Kubros
Mega Brands, Mattel
Kubros are buildable, blockified versions of pop culture characters, built in an 8-bit style, for fans to build and collect.
Skills
Branding Strategy
Art Direction
Packaging Design
The Objective:
Develop a nostalgic brand and logo that fuses the worlds of pop culture and gaming into a unified, collectible-inspired identity.
The Creative solution:
The Kubros logo uses a bold, block-built wordmark that reflects the brand’s 8-bit, buildable aesthetic. The packaging structure is a cube, mimicking pixels. Each of the character has it's own color identity while keeping the same layout and communication lock up.
Barbie The movie
Barbie, Mattel
The Barbie movie follows Stereotypical Barbie and Ken as they leave their perfect Barbieland for the real world, confronting sexism and identity crises that ultimately lead them to challenge societal norms and discover who they truly are.
Skills
Branding Strategy
Art Direction
Packaging Design
E-commerce assets
The Objective:
Create a visually iconic and culturally relevant brand identity that elevates Barbie from a nostalgic symbol to a modern, empowered figure with cross-generational appeal.
The Creative solution:
Create a visual identity that blends vintage Barbie charm with modern pop-culture gloss, using saturated pinks, sparkling iridescence, playful typography, and vibrant color palette. The use of rounded frame is inspired by the original Barbie packaging from the 80s.
Pokémon
Mega Brands, Mattel
Mega Construx produced building sets, figures, and play sets featuring Pokémon characters like Pikachu, Eevee, and Charizard, allowing fans to build and collect their favorite monsters.
Skills
Branding Strategy
Art Direction
Packaging Design
The Objective:
Create a line look that seamlessly blends the Mega Construx aesthetic with the Pokémon style guide, clearly showcasing that each Pokémon is built from blocks. The front-of-pack should deliver engaging storytelling visuals that capture the attention of both kids and adult collectors.
The Creative solution:
The packaging uses a clean blue gradient that enhances brand recognition and lets the Pokémon logo stand out with strong visual contrast. Centering the Pokémon as the hero reinforces storytelling, while the dynamic water splash and action pose highlight the buildable Mega Construx system. With the Mega Construx logo anchoring the top and Pikachu at the bottom, this delivers a cohesive, high-energy look that would grab the consumer's attention on shelves.
Alien Skullector
Monster High, Mattel
The iconic Xenomorph from the legendary Alien film franchise meets Monster High in this terrifyingly chic Skullector doll.
Skills
Branding Strategy
Art Direction
Packaging Design
E-commerce assets
The Objective:
The Skullector Monster High Alumni line targets adult collectors with premium fashion dolls that honor horror and pop-culture icons through distinctive Monster High asthetics, Easter eggs, and elevated, display-worthy packaging
Notes
Being a big fan of the Alien franchise, I was thrilled to workon this project.
The Direction:
While preserving the MH Skullector packaging formula, we integrated key elements from the Alien franchise, including the iconic Ovomorph egg poster imagery and the retro-futuristic computer interface of the Weyland-Yutani ship, Nostromo MU/TH/UR 6000. To enhance the sense of mystery, we layered in green smoke and a Chiaroscuro-inspired photographic treatment.
Mark Ryden
Barbie, Mattel
The Mark Ryden × Barbie project reimagines Barbie through Ryden’s signature pop-surrealist lens — producing a limited-edition series of dolls and accessories, plus paintings and sculptures, that recast the iconic figure in a candy-coloured, dreamlike world filled with whimsical symbolism.
Skills
Art Direction
Packaging Design
The Objective:
This project is to honor Mark Ryden’s distinctive aesthetic, defined by fantastical characters and enchanted landscapes rendered with meticulous, narrative-rich detail. His blend of archetype, kitsch, and modern mysticism
Notes:
Ryden’s dolls debuted at a pop-up exhibition at the Kasmin Gallery, co-sponsored by Mattel Creations. The event, titled Pink Pop, showcased new oil and watercolor paintings, wood and bronze sculptures, and a selection of preliminary sketches and concepts for fans to explore.
Collaborations
I worked closely with these brands and art direct packaging, e-commerce assets, and social content, shaping both the creative and strategic direction to ensure a unified presence across channels.
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