Building worlds.
Moving people.

Brand.
Creative Direction.
Experience.

I believe the most powerful brands make us feel something. They shape culture, challenge convention, and connect us to one another.

Lululemon Joan Macdonald, fitness influencer An elderly woman with white hair in a pink athletic dress flexing her right arm muscle inside a gym or boxing ring. 
Lululemon LIVE LIKE YOU ARE ALIVE
Lululemon Lewis Hamilton A man is crouched in a starting position on a red-lit stage, ready to sprint, with a dark background. 
LEWIS HAMILTON x LULULEMON
Lululemon, blissfeel Colleen Quigley, Mirna, Close-up of a woman with braided hair looking towards the camera. 
Lululemon’s First Shoe Launch
Lululemon Team Canada, Winter Olympics Person mid-air during a stunt or jump against a backdrop of mountains and forested hills. 
Lululemon x Team Canada
lululemon Dupeswap Showroom with six mannequins dressed in black leggings on round platforms, with a neon logo on the red wall behind, and dark curtains on sides. 
Lululemon - GET INTO IT - DUPE SWAP
A woman with dark skin and braided hair is lying on her side on a bright green background, wearing a black leotard and pink thigh-high stockings, with one arm bent under her head and the other arm reaching above her. 
Lululemon - WUNDERMOST
Person with short black hair, wearing a black jacket and white shirt, standing against a plain white background. 
Lululemon - SP23 LIFESTYLE
Abstract digital art of a dancer with a distorted body and limbs, featuring bright pink, green, yellow, and purple colors against a blue and purple gradient background. 
W HOTELS BRAND STRATEGY & BRAND ID
Colorful modern sculpture of two intertwined human figures in an urban park, with trees, buildings, and a clear blue sky in the background. 
LULULEMON WORLD MENTAL HEALTH DAY
A woman in a white dress holding a sunhat walking along a sandy beach with an ocean and mountains in the background on a sunny day. 
WESTIN BRAND ID
Text overlay on crumpled metallic foil background reading "Holi Day Loo! Der" in white bold letters. 
W HOTELS HOLIDAY
Four people running on a desert trail with rocky formations in the background. One man is shirtless, wearing a cap and sunglasses, with tattoos on his chest. The others are dressed in athletic clothing, with sunglasses and backpacks. 
LULULEMON WILDFEEL TRAIL SHOE
A woman with blonde hair wearing a beige hoodie with the word "Gabriela" embroidered on it, against a plain gray background. 
LULULEMON LOUNGE
A person sitting outdoors in a natural setting during sunset, stretching with arms extended forward, with the Lululemon logo and the word 'FEEL' overlaid on the image. 
Lululemon FEEL Campaign
People running outdoors on a city street, with some appearing distressed or frightened. 
Lululemon - MEN, WE HAVE YOUR PANTS
Interior of a modern office reception area with a black wall featuring illuminated letters spelling 'LYRIC' and a woman working at a reception desk in the background. 
LYRIC - BRAND STRATEGY, PRODUCT & BRAND ID
Three women hiking through a grassy, rocky outdoor landscape at sunset with large rocks and trees in the background. 
Lululemon - HIKE
Group of women in athletic sportswear on a red podium with a red backdrop, set in a mountainous outdoor location. 
Lululemon - FURTHER
A woman riding a scooter on the street in front of an elegant building with columns. The building has a sign that reads 'Le Meridien' and appears to be under renovation with wooden panels and striped barriers. 
LE MERIDIEN BRAND ID & BRAND STRATEGY
Reflective glass wall with digital scrolling messages and hashtags, a blurred woman walking past, modern office interior with white walls, ceiling lights, and a staircase. 
STARWOOD STARLAB
Black textured background with embossed text that reads 'The Luxury Collection' arranged in a circular pattern. 
LUXURY COLLECTION BFRAND STRATEGY & BRAND ID