Digital Design
01
Family Dollar Apparel Book
Designing a digital lookbook for a value brand is a really fun puzzle. You have to figure out how to elevate the apparel and make it feel totally premium on a screen. For the Family Dollar apparel book, I owned the entire creative lifecycle. Instead of just sitting behind a monitor, I was out on set directing the talent and photography to make sure we got exactly the shots we needed for the layout. Taking those raw photos and engineering them into a sleek, scroll-stopping digital book is exactly the kind of hands-on, multidisciplinary work I love diving into.
Art Direction & Design
02
Family Dollar Beauty Book
Sometimes you have the luxury of a full production, and sometimes you have a zero-dollar budget and a Dropbox full of random vendor images. The Family Dollar beauty book was definitely the latter. I had to figure out how to take a bunch of disconnected brand assets and weave them into a single, cohesive digital experience that actually felt premium. It’s a totally different kind of creative problem-solving. I had to rely heavily on layout, crisp typography, and smart pacing to hide the fact that we didn't shoot a single original photo for the entire book. It was incredibly scrappy, but the final result felt totally seamless.
Art Direction & Design
03
Email & Web Banners
Creating digital collateral for all the SHC brands is basically like feeding a massive machine. Between the daily emails and the endless web banners, the output requirements are huge. It took a lot of problem-solving and cross-functional teamwork to keep things moving. I really enjoy that kind of fast-paced environment, figuring out how to take a core look and stretch it across hundreds of digital touchpoints.
Design Lead
