☆ Words that transcend into the tangible realm. ☆
WHIRLPOOL | Brochures
While at Colman Brohan & Davis, I worked on the Whirlpool account—the very brand I work in-house for today. I focused on creating B2B brochures that established brand trust and long-term partnerships with major construction and real estate companies.
JENNAIR | Brochure
After proving my mastery of the Whirlpool, Maytag and KitchenAid brand voice, I was handed the keys to their coveted luxury brand, JennAir. My mission? Introduce a high-profile collaboration between JennAir and the Cosentino Dekton line. Crafting an “eco-eccentric” narrative, I designed a curated journey for interior designers and architects that re-defined what it means to be rebellious by nature.
JENNAIR | 2026 Lookbook
In preparation for JennAir’s showcase at KBIS 2026, I set out to rewrite the rules of luxury design for a discerning audience of architects and designers. This lookbook became an anthem for the strikingly bold. Collaborating with two Art Directors, we translated a jagged design concept into a provocative print piece that framed interior defiance not just as a choice, but as a lifestyle. The result of months of rigorous development and high-stakes critique, this final piece ultimately landed in the hands of the industry’s elite luxury designers.
Point of purchase (pop)
Every headline counts, especially when it comes to selling products on the retailer floor. Below are a few POP assets I wrote to help nail any in-person sales of the product.
MAYTAG | Product Decals
In 2025, Maytag overhauled their Point of Purchase (POP) materials across the dishwasher category. I developed headlines and subheads using a ‘brick to the head’ approach—bold, direct messaging designed to instantly inform consumers of product capabilities and make ‘dish duty’ feel simple and approachable.
KITCHENAID | Product Decal
One of the first POP projects I worked on at WoW Studios was for a KitchenAid refrigerator we internally called the “party fridge.” We positioned it as a host’s wingman—bringing together a polished, symmetrical exterior with flexible, accessible storage that makes entertaining look effortless. The messaging focused on turning those functional and design benefits into simple, memorable copy that gives the product a clear personality and purpose.
WHIRLPOOL | Microwave Table Tent
When retailers banned external POP, we had to get creative. My team turned a standard sticker into an internal table tent that sits right on the microwave turntable. I paired it with ‘straight-to-the-point’ copy that lets the results-based imagery do the heavy lifting.
Fulton Bank | 2021 Corporate Social Responsibility Report
When I was assigned the Fulton Bank Social Responsibility Report, I was handed pages of raw, unsorted data and told to find the story. This project quickly became a masterclass in information architecture; I categorized raw data into a legible, engaging format that clearly communicated the bank’s commitment to local social change to its clients—all while under a high-pressure deadline.
