Brand Experience + Retail Environments

Selected Projects

Three display boards showcasing interior design collections, each with a featured woman at the top, architectural themes, and fabric or tile samples.

Designer Collaboration Collection Displays:

  • 2025

  • The Tile Shop

  • Spearheaded the development of a new showroom display concept to showcase The Tile Shop’s exclusive designer collaborations - a key brand differentiator in the competitive tile retail space.

  • Adobe Substance 3D, Illustrator

    • Led concept development for a modular, scalable in-store fixture to feature designer collections with a focus on storytelling and guest engagement.

    • Created 3D renderings to align stakeholders and secure buy-in for the engineering and production phases.

    • Partnering with vendors to transition the concept from design to physical prototype and eventual showroom rollout.

  • In progress — moving from concept approval to engineering and prototyping phases.

Interior of a store display section with various tiles and glass mosaic samples on black and white shelves, and a black checkout counter with a computer.
Display board showcasing tile designs with the headline 'Marvelous Designs,' featuring a decorative mosaic tile pattern and wooden accents, in a flooring and tile store.
Interior of a tile and flooring store with display samples and signs, including a blue sign reading 'Stone' and bilingual labels.

Wayfinding System Introduction & Navigation Framework

  • 2024

  • The Tile Shop

  • To introduce a comprehensive wayfinding system that improves in-store navigation, enhances category discoverability, and establishes a cohesive signage hierarchy that aligns with the evolving brand and fixture program.

  • Adobe Illustrator, Adobe InDesign, IWD (for placement visualization), Excel, Smartsheet

    • Conducted an in-store journey audit to understand customer flow, sightlines, and navigation obstacles

    • Established a signage hierarchy (primary, secondary, tertiary) for departments, categories, and directional cues

    • Designed a cohesive visual language including icons, typography, color coding, and placement logic

    • Created mockups illustrating overhead, directional, and category-facing signage within real store environments

    • Coordinated with Buying, Marketing, Sales, and Construction to ensure proper integration

    • Established ADA and height-clearance guidelines for sign placement and visibility

    • Significantly improved store navigation, reducing customer confusion and support labor for store associates

    • Increased visibility of key categories, positively impacting product discovery and basket size

    • Delivered a scalable wayfinding system ready for future remodels and new store formats

    • Enhanced brand cohesiveness by unifying signage and environmental graphics across all locations

Display of different types of interior design and home improvement materials, including shelves, tile samples, and flooring options.

Fixture Program Redesign & System Modernization

  • 2023 - 2024

  • The Tile Shop

  • To redesign and standardize the national fixture program across 140+ retail locations, improving visual consistency, elevating the in-store experience, and reducing fixture production costs through strategic vendor alignment and modular system design and development.

  • Adobe Substance 3D, Adobe Illustrator, Adobe InDesign, Excel, Smartsheet, IWD.io

    • Audited existing fixture families and identified inconsistencies in dimensions, finishes, and usability

    • Developed a cohesive, modular fixture system optimized for both merchandising flexibility and manufacturability

    • Produced updated fixture layouts, 2D and 3D visual mockups, and material/finish specifications

    • Created a new ordering and distribution list process to streamline how stores request, track, and receive fixtures, improving accuracy and reducing fulfillment delays

    • Led cross-functional reviews with merchandising, store operations, and vendor partners

    • Collaborated with manufacturers to iterate prototypes, refine engineering details, and validate cost efficiencies

    • Created documentation and usage standards to unify how fixtures were deployed across all store types

    • Achieved 50–85% cost reductions through vendor realignment and simplified construction methods

    • Improved merchandising clarity and product visibility across key categories

    • Delivered a cohesive visual system that strengthened overall brand identity in-store

    • Provided stores with a scalable, future-proof fixture program that supports rapid updates and expansion

Storefront of American Apparel with mannequins dressed in casual denim and clothing inside display windows. Bicycles are parked outside on a city sidewalk, with trees and street signs visible.

Global Window Display Guide:

American Apparel

Blueprint layout of a display window for American Apparel in Washington, D.C., with measurements and two photos of store facades.
Blueprint and photo of a clothing store named American Apparel with signage and customers inside.

  • 2016

  • American Apparel

  • Standardize and streamline the production of window clings and display collateral by creating a master document with scaled line drawings of all 193 store windows globally.

  • Adobe Illustrator, InDesign

    • Developed a comprehensive reference document that standardized all store window dimensions globally.

    • Created precise scaled line drawings for each storefront, serving as a go-to resource for print vendors, store teams, and the visual merchandising department.

    • Streamlined workflow for seasonal campaigns by eliminating the need for last-minute resizing and adjustmentsbefore production.

    • Improved collaboration between design, production, and store teams, ensuring accurate execution of campaign rollouts.

    • Established a scalable system that could be updated as store layouts changed, keeping the document relevant for future campaigns.

    Workflow & Campaign Execution:

    • Before launching a global marketing campaign, the visual merchandising and marketing teams referenced the guide to determine the correct window sizes for each location.

    • Graphics and promotional materials were designed with pre-determined dimensions, eliminating the need for resizing across different storefronts.

    • Print vendors received accurate specifications upfront, leading to fewer production errors and cost savings.

    • Store teams were able to install window clings and displays quickly and efficiently, as they received precisely measured materials tailored to their specific locations.

    • This process resulted in faster, more cohesive rollouts for new product launches, seasonal promotions, and branding updates.

    • Significantly reduced material waste by ensuring graphics were printed at the correct size the first time.

    • Improved efficiency and consistency in visual merchandising execution across 193 global locations.

    • Strengthened the global brand presence by ensuring storefront displays maintained a uniform and polished look regardless of store size or location.

    • Created a long-term tool that could be continuously updated, supporting future marketing and visual merchandising initiatives.

American Apparel:

Front of Store Display

Clothing store with tables and racks of jeans and t-shirts, mannequin wearing jeans and a white shirt, signs indicating 'Men' and 'Basic' sections, and overhead lighting
Text reading, "Easy Jean, Slim Fit and High Waisted Denim Blend That Shapes To Your Body," with an image of a woman in jeans.

  • Spring 2017

  • American Apparel

  • Develop and implement a cohesive Spring 2017 visual merchandising strategy and in-store signage system across all locations.

  • Adobe Illustrator, InDesign

  • Visual Merchandising & Visual Communications Coordinator

    • Designed the floor merchandising strategy to optimize product visibility and customer flow.

    • Created 4'x9" hanging signage to highlight key product categories and enhance wayfinding. Also introduced new POPs for highlighting key new Spring additions

    • Led the execution of the rollout company-wide, ensuring a consistent visual identity.

    • Successfully launched across 193 American Apparel stores, including the flagship Melrose location in Los Angeles.

    • Improved shopability and navigation through strategic product placement and clear signage.

Optimizing Showroom Presentation at Annie Selke

3D layout of a store showcasing various beds, rugs, pillows, and display areas arranged in rooms with updated labels.
Display of decorative pillows with blue, coral, and neutral patterns on a bed, and nine fabric swatches for pillow designs on the wall, labeled with names like bloom, sapling, tahitian, terrazzo, shibori, flora coral, flora natural, flora blue, labyrinth coral, labyrinth natural, and labyrinth blue.
Display of fabric or wallpaper swatches in shades of white and blue, with a sectional view showing various patterns including linen, dove white, dots, sky, and paisley. The setting appears to be a showroom or design studio.

  • 2020

  • The Annie Selke Companies

  • Improve showroom presentation and efficiency for new collection launches at B2B markets by enhancing pre-planning, spatial layout, and customer navigation.

  • Adobe Dimensions, Illustrator, InDesign

  • Visual Merchandising Manager

    • Introduced 3D renderings to pre-plan showroom layouts, reducing onsite setup time and last-minute adjustments.

    • Developed strategic space planning to ensure optimal product presentation for rugs, bedding, and furniture collections.

    • Incorporated wayfinding and signage into four national showrooms, improving customer navigation and product identification.

    • Streamlined the visual merchandising process, aligning showroom aesthetics with brand identity.

    • Increased efficiency and consistency in showroom setups across multiple locations.

    • Enhanced customer experience by making it easier to locate and engage with new collections.

    • Reduced installation time and improved team coordination during market preparations.