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Branding is not just identity, it’s experience. I approach design as a practice of noticing. Translating vision into visual systems that feel cohesive, intentional, and alive. Currently working as an in-house designer in Los Angeles, CA.


-Visual Identity
-Art Direction
-Content Direction


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San Francisco Ballet


Brand Identity, Rebrand, Concept

ArtCenter College of Design
2019
The San Francisco Ballet is America’s oldest professional ballet company and one of the three largest ballet companies in the United States. Being such an innovative and dynamic organization, the existing identity seemed static and conservative. Aside from the rebrand, I also wanted to attract a broader demographic of people outside of the core dance community. The rebrand mirrors the essence of movement found on stage and evokes aspects of motion and depth through typography.

The poster series consist of two different concepts. One being an event poster to showcase each individual program and the other showcasing the full range of events happening for the season. Final logo with the signature orange influenced by the Golden Gate Bridge. The change in letter weights was done to mirror the flexibility of the dancers and their movements. The letterhead system shows how you can still accent detailed typography with a minimal color palette.

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