Lemon Perfect is a zero-sugar cold-pressed lemon water that’s full of flavor and packed with antioxidant vitamin C. They squeeze half a California-grown organic lemon into every bottle and can — and add no artificial ingredients — making healthy hydration more convenient, refreshing, and delicious than ever. The Lemon Perfect Company is headquartered in Atlanta, GA.

Serving as freelance Art Director, I got to develop the concept, write copy, and design an OOH billboard campaign that creates buzz about the new beverage competitor in Coca Cola’s backyard.

To celebrate the 70th anniversary, the entire Design Department, as well as an external design agency, worked on concepts for the special logo that would be used year round to promote the Emmy Awards.

A logo I designed was chosen and was used on everything from billboards to stationery to trade ads to on-air broadcast graphics, down to the hamburger boxes served at our Governors Ball.

The logo was seen by over 10 million people.

In September 2022, I joined Fount, a wellness and tech startup with the goal of being health and performance advisors to the world's top performers. I was brought on as the Lead Designer — the sole creative on the team. The opportunity to head up design for a potentially game-changing and life-changing business was one I couldn’t pass up.

Hitting the ground running, I led a comprehensive rebranding and relaunch of Fount, crafting a distinct identity for FlyKitt, and oversaw the design of Squarespace websites for both brands. This fast-paced project also included designing new packaging, essential brand assets like internal documents, membership one-pagers, and a sizable welcome box to house Fount and FlyKitt products. I also readied brand guidelines, created marketing photos and product renderings, and designed social media graphics – all within a tight November 1st launch deadline.

The next 13 months were a whirlwind of creativity:

• Conceptualized and coordinated four videos: I produced a testimonial-style video featuring founders and program members, a brand video utilizing interviews, b-roll, and footage gathered during product and lifestyle shoots, and created two :25 looping quick cut videos that are used in the hero section of the Fount website and FlyKitt pages.

• Designed brand assets: From logos and sales sheets to evolving membership-tier decks, I ensured consistent brand messaging across all digital and printed materials.

• Embraced cutting-edge tools: I self-taught myself AI image generation techniques using Midjourney, ChatGPT, Adobe Firefly, and Photoshop Generative AI, saving the company upwards of $50,000 on photo shoots.

• Led Wordpress website development: I spearheaded the ground-up redesign and buildout of the Fount/FlyKitt website, collaborating with developers and engineers to implement features and meet or exceed deadlines.

• Contributed to mobile app UI/UX: I collaborated with the CTO and engineering team to design the user interface for both the Fount and FlyKitt mobile apps, creating icons and graphics along the way.

• Launched a product: I led the design and packaging development for the Fount Kitt System wellness line, launched in November 2023. This included ensuring adherence to FDA guidelines and designing storefronts for the website and Amazon store.

For sixteen years, I had the privilege of shaping the visual identity of the iconic Emmy Awards, witnessed annually by millions of people around the world. Attending every Emmys ceremony and ball from 2006 to 2022 was a unique privilege, and witnessing my designs come to life on a global stage was deeply rewarding, showcasing the power of design to embody an entire event.

Beyond the Emmys, I played a pivotal role at the Television Academy, the organization behind the awards. Starting as a Production Designer, I steadily climbed the ranks to Senior Designer, becoming the Art Director and second-in-command under the Creative Director. I led a team of designers, editors, and vendors, spearheading numerous projects and collaborating closely with senior leadership and television networks. During my tenure, the Academy's membership grew by a remarkable 257%, from 7,000 to 25,000+. This successful growth can be attributed in part to the Academy's evolving brand and messaging, which I played a key role in developing.

My impact extended beyond design. I championed the adoption of new software and workflows, resulting in a significant increase in project turnaround time, improved accuracy, and consistent adherence to deadlines. In this demanding environment, I approached my work with a balance of creativity, meticulousness, and unwavering composure. My long tenure with the Academy fostered a deep sense of trust and loyalty, allowing me to consistently exceed expectations and grow as a designer.