phusion projects *
phusion projects *
Phusion Projects was where I learned how to build brands fast—and make them stick. Working alongside my Creative Director, we owned the full creative output across a portfolio of alcohol brands, from early-stage concepts to established products in need of a refresh. This wasn’t just campaign work - it was full brand ownership. Brand identity, packaging, point-of-sale, social, and live activations, all executed by our team of two.
The challenge
Most of the brands we worked on weren’t starting from a clean slate. They were smaller companies or concepts that had been acquired, often with inconsistent or underdeveloped branding.
Some had equity worth preserving. Others needed a complete reset.
The challenge was figuring out what to keep, what to evolve, and how to quickly turn each brand into something that could compete on crowded shelves and in even more crowded social feeds.
My role
I worked directly with the Creative Director as a key creative partner, owning concept development and execution across the majority of design work.
With a lean team structure, I was deeply involved in everything, from early brand exploration through final production across all touchpoints.
strategy & Design
Every brand required a slightly different approach, but the core thinking stayed consistent: build something distinctive, scalable, and grounded in how people actually discover and engage with alcohol brands.
We would always begin by doing an audit of shelf presence and retail competition. Then we focused on social-first storytelling, and how the brand would show up in real environments (bars, events, activations).
In some cases, that meant refining and elevating existing visual equity. In others, it meant starting from scratch and building a full identity system that could extend across packaging, digital, and experiential.
the result
the impact
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the impact *
Across multiple brands, we transformed early-stage or inconsistent identities into cohesive, market-ready systems that could scale across channels. The work strengthened brand presence at retail, created more engaging social content, and supported the growth of new brands within a highly competitive category.
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A new normal
BRAND DESIGN, CAMPAIGN DEVELOPMENT
Launched during the height of COVID, New Normal positioned Daniels Health as a steady, mission-critical partner to hospitals navigating chaos. -
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Secure a drug
BRAND DESIGN
This project started with an externally developed logo and turned into a full-scale brand build-out for a specialized drug diversion prevention solution. -
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Koena
PACKAGING DESIGN
Koena is a clinically driven skincare brand built around a proprietary anti-inflammatory blend called Resta-Plex. The science was strong. The packaging… needed help.
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Phusion Projects
BRAND DESIGN
Built and scaled alcohol brands end-to-end, owning identity, packaging, socials, and activations as part of a two-person creative team.
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Shaping the future of hospital waste
BRAND DESIGN, CAMPAIGN DEVELOPMENT
Daniels is often perceived as a sharps company. In reality, it offers a full-suite hospital waste solution. This campaign was about correcting that perception globally.
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Rx Destroyer
BRAND DESIGN
Rx Destroyer had grown up. The products expanded, the distribution grew, the company was acquired, but the brand hadn’t fully caught up.
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Healthcare uninterrupted
CAMPAIGN DEVELOPMENT
This campaign tackled one of the biggest barriers in healthcare: fear of change. We positioned Daniels Health as the partner who makes vendor transition seamless, not scary. -
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Internal summit branding
BRAND DESIGN
Over several years, I developed logo identities for internal summits and leadership events. Some required full mini brand systems. Others primarily lived on swag (which, let’s be honest, is often what people remember most).
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Let Your data go to waste
CAMPAIGN DEVELOPMENT
This campaign promoted Daniels’ proprietary location-level data tracking with one goal: drive demo requests.
