As Creative Director, orchestrated a cohesive brand ecosystem acting as the connective tissue between story, visual identity, packaging, merchandise, and spatial design. Curated what stayed and eliminated elements that diluted the vision, ensuring every touchpoint reinforced the brand's core identity.
Key deliverables: Creative structure & workflow design • Packaging • Merchandise (including China production oversight) • ATM wraps • Selfie walls • Billboards • Event banners • Digital & social ads • YouTube video sequences & branding • Spatial layout direction
