SDA Collection
⋆ BRANDING & IDENTITY
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My work spanned a wide range of brand development stages, from shaping early strategy and positioning through market research to developing visual identities and scalable design systems for more established ventures.
Menalated provides high-quality hair and beard care products specifically for men with textured hair. As they were scaling their business, I was initially brought in to expand their existing branding assets. Together, we recentered on bringing clarity and consistency to their positioning so that it aligns with their long-term business goals. The result is a clear voice and visual system that emphasizes confidence and self-expression.
I realized that many of the materials my client requested was on a need-by-need basis and overall unsustainable in a 4 week time-period. Instead of simply producing short-term assets, I proposed a pivot toward developing comprehensive brand guidelines, along with example applications of the system I created. This approach ensures that as new materials are produced in the future, the brand can remain consistent and cohesive no matter who is designing it.
CERV is a new femtech device designed to provide a more comfortable, accurate, and lower-risk cervical dilation experience. Using continuous laser imaging rather than traditional manual estimation, it prioritizes both precision and patient well-being. The client approached me to redesign their existing logo and develop a more sophisticated identity—one that reflects their dual commitment to scientific credibility and empathetic, maternal care.
At its earliest stage, NailsPalette initially approached us for a complete branding system to support its launch. However, as we began the process, it became clear that there wasn’t yet enough foundational market research to meaningfully differentiate the brand within a saturated field of press-on nail companies. From there, we shifted focus to a period of visual exploration and analytical research, which helped clarify the brand’s unique position. This work centered the identity around NailsPalette’s AI-driven monthly personalization feature and self-expression.
KaynoLabs’ Douglass is an AI insight engine that connects seamlessly across multiple data sources, surfacing and analyzing information without requiring users to switch tools. I developed a brand identity system centered on the idea of an intuitive workspace and interconnected datapoints, emphasizing functionality, clarity, and efficiency.
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