Building a brand has never been more rewarding. From a DTC footwear startup to a full omni-channel lifestyle brand, for over 5 years I’ve had the privilege of leading this transformation from the inside. Along the way, I’ve managed and mentored Tecovas’ creative group of art directors, designers, and production artists—building a high-performing team while raising the bar on craft and execution. Together, we’ve driven integrated marketing communications across both digital and traditional media: from paid digital campaigns, video production, and photography art direction to national commercials, print, and outdoor advertising.

My role has also spanned creative direction for retail environments and visual merchandising—including hands-on design contributions to all 50 Tecovas stores nationwide, from California to New York. I’ve led design on product programs such as graphic tees and headwear, and overseen all packaging, labeling, and trim—touching every visual element.

Through this work, I’ve directed the evolution of Tecovas’ visual identity and brand guidelines, ensuring a consistent, premium aesthetic across every channel and customer touchpoint. It’s been a true cross-functional adventure—uniting storytelling, design, and strategy to build a brand customers deeply connect with and genuinely love.