At La Mer, I work across both the Global and North America teams, translating the brand’s luxury visual identity across retail environments, activations, events, packaging, and campaign touchpoints.

For the Global team, I collaborate on campaign development and photoshoots, helping shape visual concepts and create assets that establish the foundation for global launches. My work spans:

Campaign Development — Campaign concepts, comp visuals, key creative assets, and presentation decks
Photoshoots & Art Direction — Mood boards, shot lists, visual direction, and on-set photoshoot support
Retail & Visualization — Global retail renderings, visualizations, and in-store applications
Brand Assets — Print, digital, in-store, and brand guideline assets supporting consistent global execution

For the North American market, I lead the design and adaptation of global creative across retail, events, and specialty multi-brand environments, developing region-specific experiences from concept through production. My work includes:

Retail & Visual Merchandising — Flagship counters, pop-ups, store openings, lightboxes, service signage, and counter collateral, including the launch and ongoing evolution of La Mer at Sephora
Activations & Events — 2D/3D design and art direction for retailer visual weeks, press previews, VIP pop-ups, environmental graphics, event collateral, and luxury gifting
Sets & Packaging — Creative direction and execution of set sleeves and packaging, including retouching standards, color approvals, material sourcing, specialty finishes, fabrication, and installation
Production & Visualization — 3D renderings, scale mockups, layouts, retouching, and coordination with external fabricators, printers, and production partners

Role: Designer / Visual Merchandising & Brand Experience
Scope: Global + North America
Client: La Mer
2019–Present

Events Collateral (Selected Work)

THE LA MER CRÈMERY
Hamptons Pop-up

Following the successful debut of La Mer’s retro-inspired ice cream parlour in Australia, the concept made its way to the Hamptons for summer. Hosted at The Roundtree Amagansett, the pop-up transformed the iconic Crème de la Mer into an indulgent ice cream experience, translating the rich, sensorial world of the brand into a playful summer creamery complete with specialty flavors inspired by La Mer and deluxe product samples for guests.

For the Hamptons activation, I helped adapt and bring the global creative concept to life across a full suite of branded touchpoints. My work included event signage, invitations, takeaway cards, creamery carts, custom event illustrations, stationery, ice cream holders, and additional on-site collateral.

Each piece extended La Mer’s visual identity into the physical experience, balancing the brand’s understated luxury with the lighthearted, nostalgic character of a summer ice cream shop.

VISUAL MERCHANDISING (Selected Work)

Sephora In-store Merchandising
(selected work)

As part of La Mer’s North America team, I helped launch and continue to evolve the brand’s visual presence at Sephora US and Canada. My work focuses on translating La Mer’s luxury identity into the specialty multi-brand retail environment while maintaining consistency with global brand standards.

I develop and adapt visual merchandising artwork, product storytelling, lightboxes, signage, and seasonal campaign assets—considering product hierarchy, visibility, and how La Mer can maintain a distinctive presence within the competitive Sephora environment.

Launch/Campaign supporting In-store Merchandising
(selected work)

I design and adapt visual merchandising across La Mer’s retail environments, from flagship counters and department stores to specialty multi-brand retailers. I also manage the ongoing updates and maintenance of units across the North American market, adapting campaign visuals and SRPs while working closely with vendors on production specifications to ensure smooth and accurate production.

North America In-store Merchandising
(selected work)

I design and adapt visual merchandising across La Mer’s retail environments, from flagship counters and department stores to specialty multi-brand retailers. My work includes artwork for permanent and seasonal units, lightboxes, display panels, service signage, product storytelling, and other counter collateral.

I work across different unit formats and retailer requirements, adapting global campaign assets for individual department stores and developing layouts that consider product hierarchy, visibility, scale, and the physical retail environment. I also support retailer-specific moments, including window displays, special visual weeks, feature units, and seasonal installations, overseeing artwork through production to ensure consistency across different stores and executions.

PACKAGING (Selected Work)

Retailer Exclusive Holiday Sets
(selected work)

As part of the North America team, I adapt global brand assets for the local market while maintaining consistency with La Mer’s visual identity. For retailer-exclusive holiday sets, I develop localized packaging and merchandising solutions, exploring product configurations, artwork applications, and layouts tailored to each retailer and seasonal offering.

*click on the image to view the design

Nordstrom The Most Loved Minis (selected work)

For these sets, I sometimes develop concepts from the ground up—exploring available brand imagery, product compositions, placements, and layout directions through rounds of review and approval. I also work closely with external retouching partners, providing detailed direction to refine final imagery and ensure it meets La Mer’s visual standards.

*click on the image to view the design

Sephora 500 Awards
(selected work)

For these specific sets, I explore available global assets and adapt them for the North American market, including additional retouching when needed. I work closely with the Marketing and Sephora teams to meet retailer-specific needs while maintaining consistency with La Mer’s visual identity.

*click on the image to view the design

PRINT (Selected Work)

My day-to-day work also includes supporting the marketing team across a wide range of print collateral, from influencer gifting and bounce-back cards to invitations and other promotional materials.

Insert Cards, Mailer (selected work)

*click on the image to view the design

BROCHURE
(selected work)

I design brochures that balance brand consistency with local relevance. This includes adapting existing assets or building layouts from scratch, selecting imagery, and refining typography. I work closely with cross-functional teams to align messaging and ensure each piece is both production-ready and optimized for digital sharing across various retail platforms. The ongoing challenge—and focus—is to make everyday marketing materials clean, visually appealing, and easy to navigate.

*click on the image to view the design

DIGITAL

(selected work)

Website Refresh - Supported the global team during a website transition, contributing to template creation and image slicing for seamless integration.

Developed email templates and assets for recurring newsletters and promotional campaigns.

Created *digital ads**, including* web banners and *social media assets, SMS**, optimized for various screen sizes.*

Home Page Banner

SMS Template

Product Page

Website/Retailer Banners

Email Template

ARRIVE HYDRATED 360° PROGRAM

One of my key projects was Arrived Hydrated, a 360° Travel Retail program that I worked on from concept to execution.

Through this experience, I refined my ability to strategize, design, and implement global campaigns, ensuring every touchpoint resonates with the audience while maintaining La Mer’s luxurious and aspirational brand identity.

PROJECT INITIATIVE

FINAL ASSETS

Key Visuals

SINGLE AND DOUBLE PAGE AD

BOUNCE BACK CARD

HANDOUT CARD 2: PARADISE FOUND

Against a backdrop of green mountains and a vibrant landscapes, emerald greens, shades of teal and golden sunsets take us to Vietnam, where the natural beauty knows no bounds.

HANDOUT CARD 3: INTO THE BLUE

The Greek Island of Santorini brings us to a world of bright expansive skies, crisp whites, and cool blues. Dramatic views are brought into focus against a backdrop of a rocky coastline and stairways winding down to the Aegean Sea.

TRAVEL RETAIL SLEEVES

IN-STORE UNITS

NICHES/WINDOWS

SOCIAL

Before conducting the actual photoshoot, we first compose the asset in Photoshop, adjusting lighting and product placement to achieve the desired look; and integrate these compositions into all layouts to ensure the final image works seamlessly across different formats.

I created this shot list to ensure we capture everything needed on the day of the shoot.

PRE SHOOT

LIGHTBOXES
Final

LIGHTBOXES
Draft

SINGLE/DOUBLE PAGE AD
Final

SINGLE/DOUBLE PAGE AD
Draft

HANDOUT CARD
Final

HANDOUT CARD
Draft

HANDOUT CARD
Final

HANDOUT CARD
Draft

HANDOUT CARD
Final

HANDOUT CARD
Draft

TRAVEL RETAIL SLEEVES
Final

TRAVEL RETAIL SLEEVES
Draft

IN-STORE UNITS
Final

IN-STORE UNITS
Draft

IN-STORE UNITS
Final

IN-STORE UNITS
Draft

CONCEPT STAGE

For this project, we explored three distinct creative directions, each guiding us through a journey of discovery. Through iteration and refinement, we ultimately arrived at a final design that embodies the essence of the brand.

ART DIRECTION 3

With our hero at the center of it all, we build on the visual world of previous campaigns with a new sense of scale, perspective, and lighting. Against the backdrop of new destinations, and expansive skies, this creative treatment puts you at the center of a world filled with possibilities.

IN TO THE BLUE

Reflecting the sparkling turquoise waters against the golden, terra cotta buildings capped with bright colorful umbrellas on the surrounding beaches,vacation glow brings us to the dramatic views and rocky coastline of the island of Capri.

The Greek island of Santorini brings us to a world of bright expansive skies, crisp whites and cool blues. Dramatic views are brought into focus against a backdrop of the rocky coastline and stairways winding down to the turquoise Agean sea.

TROPICAL ESCAPE

Against a backdrop of green mountains and a vibrant landscapes, emerald greens, shades of teal and golden sunsets take us to Vietnam, where the natural beauty of our surroundings knows no bounds.

A WORLD OF CALM

Our journey takes us to the otherworldly beauty of Iceland’s majestic lava fields, thermal pools and frozen landscapes.

OTHER WORKING PROGRESS

SUPPORTING VISUAL WORKING PROGRESS

SOCIAL WORKING PROGRESS

Product, texture and sense of place may be the visual cues, but it only takes a photograph to transport us back to that state of vacation glow.

Visual snapshots that take us back to the beautiful landscapes of our journeys.

EVENTS AND ACTIVATIONS

Large Influencer Event

Our campaign launches with a trip to Iceland’s Ion Adventure Hotel where our global influencers experience a weekend of relaxation and calm. Getting Away with La Mer includes soaking in thermal pools, dinner at the award-winning Northern Lights restaurant and treatments at the Lava Spa.

Consumer Retail Event
Away with La Mer personalized gift at-counter

ART DIRECTION 2

With our hero at the center of it all, we build on the visual world of previous campaigns with a new sense of scale, perspective, and lighting. Against the backdrop of new destinations, and expansive skies, this creative treatment puts you at the center of a world filled with possibilities.

KEY VISUAL CONCEPT

Against the backdrop of a new destination, soft textures and expansive skies bring together elements of lightness and elevation while invoking a sense of tranquility and calm.

ART DIRECTION 1

Inspired by the softness of a cloud and the expansive skies up in the air, our dreamy, ethereal light-filled world evokes a sense of exploration against a backdrop of new destinations.

KEY VISUAL CONCEPT

SOCIAL CONCEPT

Against the backdrop of a new destination, soft textures and expansive skies bring together elements of lightness and elevation while invoking a sense of tranquility and calm.

EVENTS AND ACTIVATIONS

At La Mer, I work across both the Global and North America teams, translating the brand’s luxury visual identity across retail environments, activations, events, packaging, and campaign touchpoints.

For the Global team, I collaborate on campaign development and photoshoots, helping shape visual concepts and create assets that establish the foundation for global launches. My work spans:

Campaign Development — Campaign concepts, comp visuals, key creative assets, and presentation decks

Photoshoots & Art Direction — Mood boards, shot lists, visual direction, and on-set photoshoot support

Retail & Visualization — Global retail renderings, visualizations, and in-store applications

Brand Assets — Print, digital, in-store, and brand guideline assets supporting consistent global execution

For the North American market, I lead the design and adaptation of global creative across retail, events, and specialty multi-brand environments, developing region-specific experiences from concept through production. My work includes:

Retail & Visual Merchandising — Flagship counters, pop-ups, store openings, lightboxes, service signage, and counter collateral, including the launch and ongoing evolution of La Mer at Sephora

Activations & Events — 2D/3D design and art direction for retailer visual weeks, press previews, VIP pop-ups, environmental graphics, event collateral, and luxury gifting

Sets & Packaging — Creative direction and execution of set sleeves and packaging, including retouching standards, color approvals, material sourcing, specialty finishes, fabrication, and installation

Production & Visualization — 3D renderings, scale mockups, layouts, retouching, and coordination with external fabricators, printers, and production partners

I develop and adapt visual merchandising artwork, product storytelling, lightboxes, signage, and seasonal campaign assets—considering product hierarchy, visibility, and how La Mer can maintain a distinctive presence within the competitive Sephora environment.

For these specific sets, I explore available global assets and adapt them for the North American market, including additional retouching when needed. I work closely with the Marketing and Sephora teams to meet retailer-specific needs while maintaining consistency with La Mer’s visual identity.

My day-to-day work also includes supporting the marketing team across a wide range of print collateral, from influencer gifting and bounce-back cards to invitations and other promotional materials.

BROCHURE
(selected work)

Against a backdrop of green mountains and a vibrant landscapes, emerald greens, shades of teal and golden sunsets take us to Vietnam, where the natural beauty knows no bounds.

The Greek Island of Santorini brings us to a world of bright expansive skies, crisp whites, and cool blues. Dramatic views are brought into focus against a backdrop of a rocky coastline and stairways winding down to the Aegean Sea.

For this project, we explored three distinct creative directions, each guiding us through a journey of discovery. Through iteration and refinement, we ultimately arrived at a final design that embodies the essence of the brand.

With our hero at the center of it all, we build on the visual world of previous campaigns with a new sense of scale, perspective, and lighting. Against the backdrop of new destinations, and expansive skies, this creative treatment puts you at the center of a world filled with possibilities.

Reflecting the sparkling turquoise waters against the golden, terra cotta buildings capped with bright colorful umbrellas on the surrounding beaches,vacation glow brings us to the dramatic views and rocky coastline of the island of Capri.

The Greek island of Santorini brings us to a world of bright expansive skies, crisp whites and cool blues. Dramatic views are brought into focus against a backdrop of the rocky coastline and stairways winding down to the turquoise Agean sea.

Against a backdrop of green mountains and a vibrant landscapes, emerald greens, shades of teal and golden sunsets take us to Vietnam, where the natural beauty of our surroundings knows no bounds.

Our journey takes us to the otherworldly beauty of Iceland’s majestic lava fields, thermal pools and frozen landscapes.

Product, texture and sense of place may be the visual cues, but it only takes a photograph to transport us back to that state of vacation glow.

Visual snapshots that take us back to the beautiful landscapes of our journeys.

Consumer Retail Event
Away with La Mer personalized gift at-counter

With our hero at the center of it all, we build on the visual world of previous campaigns with a new sense of scale, perspective, and lighting. Against the backdrop of new destinations, and expansive skies, this creative treatment puts you at the center of a world filled with possibilities.

Against the backdrop of a new destination, soft textures and expansive skies bring together elements of lightness and elevation while invoking a sense of tranquility and calm.

Inspired by the softness of a cloud and the expansive skies up in the air, our dreamy, ethereal light-filled world evokes a sense of exploration against a backdrop of new destinations.

Against the backdrop of a new destination, soft textures and expansive skies bring together elements of lightness and elevation while invoking a sense of tranquility and calm.

At La Mer, I work across both the Global and North America teams, translating the brand’s luxury visual identity across retail environments, activations, events, packaging, and campaign touchpoints.

For the Global team, I collaborate on campaign development and photoshoots, helping shape visual concepts and create assets that establish the foundation for global launches. My work spans:

Campaign Development — Campaign concepts, comp visuals, key creative assets, and presentation decks

Photoshoots & Art Direction — Mood boards, shot lists, visual direction, and on-set photoshoot support

Retail & Visualization — Global retail renderings, visualizations, and in-store applications

Brand Assets — Print, digital, in-store, and brand guideline assets supporting consistent global execution

For the North American market, I lead the design and adaptation of global creative across retail, events, and specialty multi-brand environments, developing region-specific experiences from concept through production. My work includes:

Retail & Visual Merchandising — Flagship counters, pop-ups, store openings, lightboxes, service signage, and counter collateral, including the launch and ongoing evolution of La Mer at Sephora

Activations & Events — 2D/3D design and art direction for retailer visual weeks, press previews, VIP pop-ups, environmental graphics, event collateral, and luxury gifting

Sets & Packaging — Creative direction and execution of set sleeves and packaging, including retouching standards, color approvals, material sourcing, specialty finishes, fabrication, and installation

Production & Visualization — 3D renderings, scale mockups, layouts, retouching, and coordination with external fabricators, printers, and production partners

I develop and adapt visual merchandising artwork, product storytelling, lightboxes, signage, and seasonal campaign assets—considering product hierarchy, visibility, and how La Mer can maintain a distinctive presence within the competitive Sephora environment.

For these specific sets, I explore available global assets and adapt them for the North American market, including additional retouching when needed. I work closely with the Marketing and Sephora teams to meet retailer-specific needs while maintaining consistency with La Mer’s visual identity.

My day-to-day work also includes supporting the marketing team across a wide range of print collateral, from influencer gifting and bounce-back cards to invitations and other promotional materials.

BROCHURE(selected work)

Against a backdrop of green mountains and a vibrant landscapes, emerald greens, shades of teal and golden sunsets take us to Vietnam, where the natural beauty knows no bounds.

The Greek Island of Santorini brings us to a world of bright expansive skies, crisp whites, and cool blues. Dramatic views are brought into focus against ​a backdrop of a rocky coastline and stairways winding down to the Aegean Sea.

For this project, we explored three distinct creative directions, each guiding us through a journey of discovery. Through iteration and refinement, we ultimately arrived at a final design that embodies the essence of the brand.

With our hero at the center of it all, we build on the visual world of previous campaigns with a new sense of scale, perspective, and lighting. Against the backdrop of new destinations, and expansive skies, this creative treatment puts you at the center of a world filled with possibilities.

Reflecting the sparkling turquoise waters against the golden, terra cotta buildings capped with bright colorful umbrellas on the surrounding beaches,vacation glow brings us to the dramatic views and rocky coastline of the island of Capri.

The Greek island of Santorini brings us to a world of bright expansive skies, crisp whites and cool blues. Dramatic views are brought into focus against a backdrop of the rocky coastline and stairways winding down to the turquoise Agean sea.

Against a backdrop of green mountains and a vibrant landscapes, emerald greens, shades of teal and golden sunsets take us to Vietnam, where the natural beauty of our surroundings knows no bounds.

Our journey takes us to the otherworldly beauty of Iceland’s majestic lava fields, thermal pools and frozen landscapes.

Product, texture and sense of place may be the visual cues, but it only takes a photograph to transport us back to that state of vacation glow.

Visual snapshots that take us back to the beautiful landscapes of our journeys.

Consumer Retail EventAway with La Mer personalized gift at-counter

With our hero at the center of it all, we build on the visual world of previous campaigns with a new sense of scale, perspective, and lighting. Against the backdrop of new destinations, and expansive skies, this creative treatment puts you at the center of a world filled with possibilities.

Against the backdrop of a new destination, soft textures and expansive skies bring together elements of lightness and elevation while invoking a sense of tranquility and calm.

Inspired by the softness of a cloud and the expansive skies up in the air, our dreamy, ethereal light-filled world evokes a sense of exploration against a backdrop of new destinations.

Against the backdrop of a new destination, soft textures and expansive skies bring together elements of lightness and elevation while invoking a sense of tranquility and calm.

BROCHURE
(selected work)

The Greek Island of Santorini brings us to a world of bright expansive skies, crisp whites, and cool blues. Dramatic views are brought into focus against a backdrop of a rocky coastline and stairways winding down to the Aegean Sea.

Consumer Retail Event
Away with La Mer personalized gift at-counter