How I Explored Brand Identity and Creative Storytelling Through Client and Personal Work
Beyond the Brief
This collection brings together freelance work, self-directed creative projects, and visual storytelling developed outside of full-time roles. From real client branding needs to personal campaign experiments, each project reflects a different aspect of my design approach—whether that’s refining layout systems, developing voice, or pushing visual identity in new directions.
THE PROBLEM
Working within structured brand environments often means playing it safe. I wanted space to explore tone, story, and aesthetic choices that don’t always fit traditional formats—while also taking on freelance projects that challenged me to solve real-world problems within tight timelines and diverse industries.
THE SOLUTION
I used this space to build scrollable web layouts, fictional campaigns, identity systems, and brand assets from the ground up. Whether creating for clients, testing bold visuals, or designing just for fun, each piece helped sharpen my instincts, grow my creative range, and expand my ability to translate ideas into clear, visual communication.
Designing for Real Clients with Practical Brand Challenges
Outside of in-house roles, I’ve worked with individuals, startups, and causes to craft design that speaks directly to people — not personas. Whether it’s helping a new AI brand find its voice through calming, ambient visuals or designing a social campaign to honor a marathon runner's fundraiser for cancer, each freelance project begins the same way: by listening.
These aren’t just graphics — they’re stories made visual. A concert poster that plays with rhythm and typography. A thumbnail that blends interior style with creator personality. A wellness brand that calms with colour. These are collaborations that aim to resonate, not just perform.
Freelance work gives me the space to explore different tones, tools, and ideas — but the goal is always the same: make it feel honest, human, and emotionally in tune.
Exploring Form, Flow, and Function Through Web Design
One-page scrolls, mock product sites, and UI-driven layouts designed to test storytelling, visual hierarchy, and user interaction across screen sizes. These pieces weren’t just about how things look — they explored how visuals guide attention, how grids flex on mobile, and how design meets curiosity in the first few scrolls.
Pushing Visual Identity and Storytelling Beyond the Brief
This section collects experimental work across editorial layouts, digital ads, product brochures, and visual essays—each designed to simulate real-world communication scenarios. From CPG campaigns to corporate report spreads, these projects explore how to lead with structure, reinforce hierarchy, and pair visuals with utility. Whether interactive or printed, each piece aims to feel intentional, elevated, and built with the reader in mind.
Foundations in Strategy & Storytelling: Where Research, Insight, and Creative Thinking First Collided...
During my time at Texas A&M’s Mays Business School, I was introduced to the intersection of business strategy and human behaviour — and quickly found myself captivated by how design could help shape both. These projects marked my earliest experiments in making ideas feel visual, actionable, and grounded in real-world understanding. Each one tackled a different challenge: from reimagining struggling brands to uncovering behavioural insights in food safety, social platforms, or product design.
The tools were simple. The constraints were tight. But even then, the focus was the same: clarity, resonance, and a user-first mindset. These projects remind me where my creative instincts first shined — and how much can be done with just strategy, storytelling, and some scrappy design.