Design & Merchandising is about more than creating beautiful spaces with product—it’s about telling stories that connect people with brands, products, and experiences.

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As a Creative & Visual Director, I bring over a decade of experience leading creative initiatives across retail, brand experience, environmental design, visual merchandising, and art direction. My work combines strategic thinking with thoughtful design to create immersive customer experiences that are both commercially successful and emotionally engaging.

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Throughout my career, I’ve developed scalable visual merchandising standards, creative systems, and retail programs that support national rollouts, international expansion, and consistent brand experiences across diverse markets. From merchandising frameworks and fixture design to seasonal campaigns and implementation strategies, I believe the best ideas are those that inspire while remaining practical to execute.

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My experience also includes art directing campaigns, editorial storytelling, product launches, and experiential activations, including work featuring brands such as Iceberg Vodka and Chanel. Whether designing a flagship environment, directing a campaign, or developing a customer journey, my focus is always on creating memorable experiences through thoughtful storytelling.

Beyond retail, I create original art and curated home collections inspired by architecture, materiality, and contemporary living. This creative practice influences everything I do, bringing a collector’s eye and a designer’s perspective to every project.

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One of my proudest achievements was leading the creative direction and redesign of Home on 7th at Hudson’s Bay’s Toronto flagship, a project recognized by the International Housewares Association as one of five international recipients of its Design Merit Honour for excellence in retail presentation.

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Today, I partner with brands and organizations to create work that is purposeful, scalable, and enduring—where strategy, creativity, and craftsmanship come together to leave a lasting impression.