BIRó: An Award-Winning Cookbook That Elevated a Culinary Brand
Creative Director • Senior Graphic Designer
Project description.
Master Chef Marcel Biró and award-winning writer Shannon Kring Biró needed a companion cookbook to their national PBS series The Kitchens of Biró — one that did more than hold recipes, carrying the weight of their culinary storytelling and reinforcing the brand’s premium positioning in print.
I led design and production end-to-end on Biró: European-Inspired Cuisine: the book’s typography, layout system, photo direction, and visual hierarchy, creating a premium reading experience from cover to final page. I managed the project from concept through print-ready production, ensuring every detail matched the quality the Biró name promised.
The finished cookbook won a Benjamin Franklin Award in the Cookbook category, becoming a lasting extension of the Biró brand alongside their Emmy-winning PBS series.
Skills and deliverables
Book Design • Graphic Design • Typography • Publication Design • Layout Design
Education Meets Retail:
The Primitiv Terpene Banner
Project description:
Terpenes play an important role in the cannabis experience, but many customers are unfamiliar with what they are, how they influence aroma and effects, or how terpene information can help them choose a product. Primitiv — the cannabis dispensary brand co-founded by NFL Hall of Famer Calvin Johnson — needed an in-store educational banner that could communicate this information quickly and clearly in a busy retail environment while also incorporating a partner brand, making a technical subject approachable without overwhelming customers or sacrificing the dispensary's polished, professional feel.
I created a co-branded educational banner built around quick, intuitive information consumption, organizing content into a clear visual hierarchy so customers could grasp the basics at a glance and explore further as they read on. Concise messaging, accessible terminology, and strong typography turned complex information into an easy-to-scan retail experience, while the PRIMITIV and partner brand identities were integrated into one cohesive composition that kept the educational message front and center without diminishing either brand's presence.
The result was a retail communication piece that functioned as both customer education and product-discovery support — bringing terpene education directly onto the PRIMITIV sales floor and giving customers useful information at the point of product consideration, rather than relying solely on budtender conversations.
Skills and deliverables
Brand Identity & Co-Branding • Information Design / Data Visualization • Print Production & Large-Format Design • Typography & Visual Hierarchy • Retail Environment Design • Content Strategy / Copywriting • Illustration • Client & Vendor Relations
AJARA: Packaging That Helped Take an Ayurvedic Brand Global
Creative Director • Senior Graphic Designer
Project description
AJARA needed packaging that could do something most Ayurvedic skincare brands hadn't managed: read as clean, modern, and premium — not rustic or overtly "herbal" — while still honoring the tradition and small-batch, hand-made care behind the formulas.
I designed a packaging system built around sleek typography, minimalist labeling, and protective containers suited to natural, preservative-free formulas — balancing shelf appeal with the practical need to protect active botanical ingredients like Tulsi and eye-care concentrates. The result was a modern Ayurvedic aesthetic distinct from more traditional herbal competitors, giving AJARA a consistent, premium presence across the full product line.
That packaging and brand foundation helped position AJARA for the growth that followed: the brand was later acquired and scaled internationally by The Ayurveda Experience, expanding from a niche US line into a recognized name across North America, Europe, and Australia.
Skills and deliverables
Creative Direction • Packaging Design • Illustration • Regulatory-Compliant Layout Design • Brand Positioning
Scaling a Premium Cannabis Brand From Zero to 50+ SKUs
Creative Director • Senior Designer
Project description:
MC3 Botanicals needed a brand that could hold its own on a dispensary shelf while meeting strict, ever-shifting cannabis compliance requirements — a category where most design systems break down the moment a product line grows.
Built a consumer wellness brand from the ground up, developing the identity, packaging system, product architecture, retail materials and launch creative for 50+ SKUs. Expanded distribution into 10 retail locations across Michigan’s Upper Peninsula.
Skills and deliverables
Brand Identity Design • Packaging Design (compliance-driven) • Marketing Collateral • Social Media Assets & Management • AI-Assisted Image Creation • Digital Advertising • Email Marketing • Print Production & Prepress
Mayline Furniture: Repositioning Mid-Market Casegoods as Executive Suites
Creative Director • Photoshoot Direction
Project description
Mayline needed product imagery that could shift how dealers and executive buyers perceived their mid-market casegoods — elevating the perception of their Italian-inspired designs and rich laminate finishes to match a premium, executive-suite positioning.
As Creative Director, I led the photoshoot from concept to execution — set design, product placement, and visual styling — crafting every image to highlight the furniture's craftsmanship and executive appeal.
The resulting marketing collateral repositioned Mayline's collections as premium executive workspace solutions, strengthening dealer presentations and driving broader adoption across the dealer network.
Skills and deliverables
Creative Direction • Photoshoot Management • Set Design & Styling • Product Placement • Visual Marketing Strategy • Product Photography Art Direction
Redbird: Sales Collateral Built to Support Distributors and Close Deals
Creative Director • Photoshoot Direction • Senior Graphic Designer
Project description
Redbird needed brochures and catalogs that could do real sales work in the field — clear enough for a distributor to use unassisted, and polished enough to reflect the quality of their flight simulation products.
I developed a clean, organized layout system that balanced strong imagery with product detail and messaging, then managed the project from concept through print-ready production — optimizing every page for readability and long-term use across their distributor network.
The result gave Redbird's sales and distributor teams collateral that strengthened brand presence and functioned as an effective, repeatable sales tool.
Skills and deliverables
Catalog Design • Brochure Design • Photoshoot • Graphic Design • Illustration
