Here are more examples of design systems I’ve created for the brands I’ve worked with. Each one was built to do more than organize assets; they were designed to scale, inspire, and give teams a clear framework to create their best work. I take pride in building systems that balance flexibility with consistency, giving brands a strong foundation while leaving room for creativity to thrive. It is in this space, where clarity meets craft, that I do some of my best work.
HEAVEN HILL
”LIVE BY IT GRID”
Design Direction / Art Direction
When Heaven Hill set their sights on becoming the next great American brand, we knew this wasn’t a job for half-measures (or half-pours). Drawing inspiration from the very soul of their product—the label on the bottle—we crafted a bold, modular design system that pays homage to their heritage while paving the way forward. Anchored in a strong grid and brought to life with striking black and white photography, the system doesn’t just brand, it declares. The result is an iconic visual language that feels as timeless as a good bourbon and just as smooth.
SHAKE SHACK
”LOVE YOU MORE HEARTBEAT”
Design Direction / Art Direction
A fresh take on a familiar mark, this system elevates the curly flourish from the Shake Shack icon, reimagining it as a graphic heartbeat — a subtle nod to the Love You More campaign. The design honors the brand’s core while introducing a modular structure built for flexibility and play. With mix-and-match components, the system opens up endless layout possibilities, offering consistency without compromising creativity. It’s a balance of heart, heritage, and modern expression.
BENJAMIN MOORE
”COLORS”
Design Direction / Art Direction
Benjamin Moore set out to elevate their visual presence without losing the recognition they’ve built over decades. The solution began with their existing logomark, a familiar shape that became the foundation for a flexible, contemporary design system. By extracting and expanding on its core geometry, the identity evolves while staying grounded in the brand’s heritage. The result is a system that feels refreshed, not reinvented.
