Co-Founder,
Creative Director


Tula Plants & Design

Brooklyn, New York
Nov. 2015-

Tula Plants & Design is a plant shop and content studio in Brooklyn, NY. Tula's foundation is to bring us closer to nature while exploring new ways to design and experience plants so we might all grow wild together.

When Tula launched, the plant world was homogeneous, from the representational lifestyle to the plants themselves. So we developed a brand that spoke directly to a young, curious, design-forward consumer.

As the Co-Founder and Creative Director, I authored the creation of Tula's positioning, branding, and strategy. The process led us to Tula's three pillars; Creativity, Education, and Experience. Once our positioning became the cornerstone of the business, I developed the "Creativity" pillar, which became the brand system and aesthetics of Tula—creating the logo, typography, product photography, and illustrations that would set the brand apart.

As part of the "Experience" pillar, we set out to make shopping with Tula an active encounter, never a passive one. The first manifestation of this idea was 'Tulita the Plant Truck,' the first plant truck of its kind. Simultaneously, we built strong relationships with local vendors to offer a hard-to-find and unique product that inspired discovery in an untapped market. As a result, Tula's shopping experience evolved from a custom-built plant truck to a renovated 100-year-old warehouse in the style of a welcoming Cuban courtyard. The final piece was a dynamic and engaging e-commerce site that mimicked the discovery and delight of our in-store shopping environment.

As part of the "Creativity" pillar, we built an in-house creative studio to fulfill our audience's educational requests and keep them engaged; this venture produced a constant stream of educational and entertaining content. The fast-paced and uniquely branded content succeeded in building an organic and loyal customer base who have followed us from our days selling plants from a plant truck to a brick-a-mortar, and now e-commerce.

My partner and I succeeded in building a distinguishable brand in a rapidly growing industry. As more brands and consumers enter the market, Tula remains a pillar of the plant world. Inspiring consumers and businesses alike to learn, discover and experience plants and communities in a uniquely modern way.

Brand Identity


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.

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

Designed and developed e-commerce framework, UX and shop.

Sourced designed objects sold online and in-store.

Earned national and international press.

Design & Content Strategy


Designed e-commerce website and experience.

Managed e-commerce development with 3rd party developers.

Managed CRM software, paid advertising and SEO.

Developed and implemented social media and communication strategy including creative, copy and customer engagement campaigns.

Content development for cross channel marketing initiatives. 

Delivered 15-20 content assets week over week to maintain digital and social marketing cadence.

Managed product vendors, spending budgets, and profit margins.

R&D and production of all Tula branded objects and apparel.

Spatial Design


Designed brick-and-mortar concept, design and experience Rhinoceros 3d.

Managed total renovation and build out of 1,200 sq. ft retail store. Contracted engineers and construction team to build shop structure

Transformed 100 year old warehouse into a functioning and picturesque retail experience.

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

Developed merchandise concept and styling.

Management


Refine strategies and evolve brand in response to economic shifts, cultural trends, and consumer demand.

Manage design and social media team.

Recruited 3rd party vendors for SEO, ad buys and integrated marketing apps.

Assisted recruitment, interviews, hires, training and termination.

Oversee day-to-day business operations.



Sr. Visual Designer


Datacubed  Health

Brooklyn, NY
Feb 2017 – Feb 2019

Datacubed Health is a pioneering technology company that makes better science and healthier communities a reality, applying individualized solutions for data capture, including smartphone apps, wearable, in-home, and environmental sensors, for remote engagement with patients and virtual clinical studies.

Linkt, developed by Datacubed Health, is a fully integrated electronic data capture app designed using gaming mechanics and reward-driven behavior change to increase participation and improve retention for clinical trials. Data collection is fully automated, gamified, and engaging, using human-centered principles and modern technology.

As the Senior Visual Designer, I created the design principles, style guides, identity systems, game worlds, and avatars for the experimental gaming app. Working alongside the UX designers and engineers, we successfully developed an industry-leading gameplay and reward system to achieve the platform’s primary goal—user retention.

Linkt is visually engaging with bright illustrations and rich interactions designed to reduce to clinical nature of various activities. Daily tasks are treated with game-like scenarios; scoreboards, points, and point multipliers allow subjects to be more engaged while providing data on cognition, memory, movement, vision, and other clinical assessments.

Design Principles:


Created the style guides and design principles for the Linkt App interface
.

App Development:


Developed app design elements and principles

UX/UI game design

Managed junior design team

Illustrations:


Game Worlds

Avatar Characters

Prize Elements



Adjunct Professor


La Salle University

Philadelphia, PA
January 2016 – April 2016

Advanced Animation
Web Scripting/Creative Coding

Syllabus provided upon request.




Associate Creative Director,
Experiential


Edelman

New York, New York
Jan. 2013-Nov. 2015

Managed a design team of art directors, copywriters, and designers, while spearheading the communication and marketing campaigns within the Digital and Experiential department.

Ranging from strategy to production, we created experiential & environmental builds for online, mobile, and physical applications.

Clients included:
Unilever
Samsung
eBay
Wildlife Conservation Society