At PetFriendly, a fast-growing subscription service for pet wellness, I led the creation of a consumer brand that brought joy and clarity to every touchpoint in the customer journey. From refining the company’s identity to shaping its packaging, website, and product design, I built a cohesive, friendly, and memorable brand experience.

I evolved the original logo into a polished, consumer-ready mark while preserving its cheerful “smiley pet” spirit. I defined an illustration style full of squiggles, wiggles, and playful line art, developed a vibrant color system, and championed high-quality lifestyle photography to highlight the emotional bond between pets and their people. I extended this visual language into physical products, designing a full family of sub-brands that shared a unified aesthetic while retaining their own personalities.

I worked closely with leadership, marketing, product, and operations teams to make sure the brand translated seamlessly from digital experiences to the subscription box unboxing moment. The result was a brand that felt fresh, approachable, and full of life, one that resonated with customers, fostered loyalty, and gave PetFriendly a distinctive presence in the crowded pet wellness market.

At Hudl, I led the creation of “Uniform,” a design system built to unify product and brand experiences across a rapidly growing suite of tools for athletes and coaches. I started with a full UI audit to uncover inconsistencies, then drove the definition of a shared visual language rooted in core brand attributes: Smart, Reliable, Understated, Confident.

I overhauled color usage, established semantic tokens with built-in accessibility, redesigned iconography for clarity at small sizes, and built a layered layout system for structure and depth. With clear documentation and strong cross-team collaboration among 30+ designers and leadership, we launched Uniform publicly, setting a new standard for consistency, speed, and craft—and elevating the experience for millions of Hudl users worldwide.