01.    The Poetry Edition

Art Direction, Packaging Design, Pattern Design, Marketing Design

Brand: Who Gives A Crap
Design Lead: Lily Fulop
Creative Directors: Vanessa Morrish, Vanessa Witter 
Photography and Set Design: Breakfast for Dinner Studio

2024

Every year, Who Gives A Crap releases limited editions of their toilet paper. I led this edition, creating expressive toilet paper that could be stacked and swapped to make poems. I art directed everything from the packaging to the campaign.

I created the system of patterns that was used on the wrappers and packaging with contributions from other members of the design team. I art directed the photoshoot, creating three imaginitive worlds inspired by the words on the rolls. Breakfast for Dinner brought the shoot to life. I also developed the campaign, creating marketing materials like emails. 

02.    Scambition Editorial Series

Editorial Design, Logo Design, Collage, Art Direction

Brand: Refinery29
Senior Designer: Lily Fulop
Art Director: Elsa Jenna
Featured Illustrators: Joi Fulton, Xavier Lalanne-Tauzia, Anil Rinat

2021

Branding for Refinery29’s editorial series “Scambition,” about the false promises of sucess in today’s day and age, and the disapointment and disillusionment millennials face when hard work doesn’t turn out like we were promised. 

I created the logo and general art direction for the series, and hired several illustrators to create article artwork. I also personally created collage artwork for several articles. The landing page cover art concept was inspired by M. C. Escher’s “stairs to nowhere,” representing the frustration of feeling trapped in corporate America. 

03.    The Boardwalk

Branding, Pattern Design

Client: American Express and Resy
Designer: Lily Fulop
Art Director: Elsa Jenna, Palette Studio
Creative Agency: Giant Spoon
Experiential Agency: Shiraz Creative

2022

I collaborated with Elsa Jenna to create a visual identity for this experiential event. I was involved in initial ideation of branding directions, and narrowed in the look and feel of the final event including logo design development. 

I created patterns and graphic assets that the Shiraz Creative designers applied to physical elements at the event. 

04.    Who Gives A Crap Wrapper Refresh

Packaging Design, Pattern Design, Art Direction

Brand: Who Gives A Crap
Senior Designer: Lily Fulop
Design Lead: Belen Ramos
Creative Director: Vanessa Morrish
Photographer: Daniel Herrmann-Zoll

2023

As the Senior Brand and Packaging Designer at Who Gives A Crap, I was tasked with refreshing the brand’s iconic patterned wrappers. The redesign harnessed bold colors and geometric shapes to make the wrappers feel more modern. I created a cohesive pattern system that could stretch across the different product categories (Bamboo toilet paper, recycled toilet paper, paper towels, and tissues), differentiating them but making them feel like one family.

I also art directed the product and lifestyle shoots featured here, in collaboration with Belen Ramos.