Creative Direction & Branding

CREATIVE DIRECTION
&

BRAND IDENTITY



I am a creative director, designer, builder, and business owner, with a unique understanding of brand development and business operations.

My 18 years of experience includes digital & product design, experiential & environmental builds, branding, and full service marketing campaigns. With an emphasis on developing a complete brand identity for both new and pivoting brands.


More About My Experience


WORK

︎︎︎



Tula Plants & Design



Co-Founder
& Creative Director


www.tula.house ︎︎︎

Brand Development:

  • Defined and co-developed brand identity, positioning, strategy, and growth plan.

  • Co-authored the Brand Book and developed content strategy and engagement plan.

  • Designed brand logo, typography, illustrations, and photography style.

  • Design and developed a unique e-commerce experience with a rapid month over month growth.

  • Manage product vendors, spending budgets, and profit margins.


Marketing & Product Development:

  • Designed, researched, and produced brand objects and apparel.

  • Strategies content development for cross channel marketing initiatives.

  • Created 15-20 pieces of content weekly of product and retail photography, graphic designs, and website updates to maintain marketing cadence.

  • Earned national and international press.

  • Created a distinguishable brand in a rapidly growing and competitive market.


Retail Development:

  • Co-developed storefront concept and planning.

  • Oversaw construction design and management of 1,100 sq. ft retail store.

  • Designed and built store fixtures including tabletops, shelves, POS counter, and storage.

  • Developed merchandise concept and styling.

  • Hired and managed retail floor staff.


Tula began in 2015 after recognizing a growing trend in the natural world.

What intrigued my co-founder and I the most about plants was the lack of creativity and education found in competitive research. We quickly developed the Tula positioning, branding, strategy and growth plan from there.

When Tula began, the plant world was homogeneous, from the representational lifestyle to the plants themselves. We developed and nurtured a brand that spoke directly a young, curious, and design forward consumer. 

In defining our business strategy we faced the challenge of a small budget, live product & an antiquated supply chain. Our solution; to start from the ground up.

We first developed strong relationships with local vendors to offer a hard-to-find and unique product that activated discovery in an audience who were waiting for something new.

We then created an in-house content studio to produce a constant stream of educational and entertaining content. This kept our customers inspired to care for and grow thier new plant collection. In turn we built an organic and loyal following who followed us from pop-ups to brick and mortar.



Positioning

& Branding