Design Within Reach

As the design and creative director spearheaded the design and creative strategy for both print and digital media from the brand’s early stages through its IPO and nationwide expansion. Developed and executed two to three catalogs per month, defining seasonal aesthetics and themes, art directing photoshoots, and collaborating with copywriters, illustrators, and designers to craft cohesive brand creative. Created seasonal style guides and design direction for both editorial and commercial digital channels. Oversaw design and marketing initiatives across all platforms, driving brand awareness, customer conversion, and revenue growth. Managed a high-performing team and served as the sole non-Vice President on the Executive Management Team.

Work done for Design Within Reach was awarded the prestigious AIGA Corporate Leadership Medal for the successful interaction between aesthetics and business pragmatics as well as nominated twice for the Cooper Hewitt Design Awards.

For Design Within Reach Studios the layout, design and graphics were all localized to be relevant to the cities and neighborhoods that they resided in.