Tula House is a lifestyle and home decor brand with a focus on plants, education and interior design. Tula House operates from a 1200 sq ft retail space supported by a robust service business and e-commerce website. The business has surpassed $1MM in revenue and remains privately owned.

• Developed the Tula House brand identity and brandbook from concept to launch, including logo, typography, colors, Icons, illustrations, and photography. The result was a distinguishable brand in a rapidly growing and competitive market.
  

• Defined and developed the brand positioning, strategy, and narrative, which quickly gained recognition as the brand to discover unique plants, an educational hub with knowledgeable staff, and an inspirational outlet for home decor and design.
  

• Led the R&D, design, and production of all Tula branded objects and apparel that differentiated Tula House from other plant and design shops and gave customers the opportunity to buy-in to the brand culture.
  

• Built in-house content studio to own and develop original content, marketing campaigns and product launches.
  

• Developed a social media and communication strategy, including creative, collaborations, and customer engagement campaigns.
  

• Developed e-commerce UX and front-end design to replicate the unique offering of the brick-and-mortar store, increasing Tula House revenue by 20%.
  

• Designed, produced and built the brick-and-mortar concept, experience, and fixtures for a high-concept, high-touch point retail store.
  

• Developed and branded a suite of Tula House services and experiential products to diversify the plant shopping experience and increase revenue. E.g. Tulita the Greenhouse Plant Truck, Tula Trade, and Tula Services.
  

• Created and implemented a Tula House branded employee handbook to create a one-of-a-kind shopping experience for customers.
  

• Managed Tula House staff and team productivity to grow talent, including in-house and contract designers.

Contract designer and consultant offering brand identity and positioning for retail and lifestyle companies.

• Brand Identity; Typography, Colors, Icons, Illustrations, and Photography Guidelines

• Brandbook Development and Implementation
  

• Packaging Design
  

• Digital Products; Front-End Website and App Design
  

• Environmental and Installation Design: Retail, Pop-up, and Experiential.
  

• Brand Consultation: Brand Positioning and Strategy

A pioneering eClinical technology company using mobile app game mechanics to improve retention for clinical trials.

• Led the UI Design of App User Flows, Wireframes, Prototypes, Visual Standards and Guidelines to create an industry-leading gameplay and reward system to achieve the platform’s primary goal—user retention.
  

• Worked collaboratively with team of engineers, project managers and designers to achieve weekly sprints and product deliverables.
  

• Created all Illustrations and game elements; Game Worlds, Avatar Characters, and Prize Icons.
  

• Assisted in User Research and Gaming Strategy to apply the findings into UI design and game play.