brand strategist & designer based in nyc.
hi! i studied politics and international systems, debating ideas in UN models before moving into procurement and contract negotiations.
the part i enjoyed most was understanding complex problems: listening to business/ government needs, researching, and building solutions that worked.
i still enjoy solving problems. now i do it for brands.
(brand strategy, naming, visual identity)
insightpeople don’t choose dairy-free products to look cool. they choose them because something personal: health, ethics, or values, made the decision unavoidable.
strategic positioningfremoo positions dairy-free not as a trend but as a conscious act of choosing differently, a grounded, personal choice that is real.
strategic directioninspired by morning rituals and protest culture in portland, the system embraces contrast: softness without sweetness, rebellion without noise. restrained palettes, protest-inspired typography, and direct language strip away playfulness in favor of honesty. visuals feel lived-in, minimal, and grounded, rejecting playful or wellness aesthetics.
outcomea local brand system that validates conscious choice without decoration, allowing consumers to feel understood rather than marketed to.
**conceptual project**