A New Normal
Launched during the height of COVID, A New Normal positioned Daniels Health as a steady, mission-critical partner to hospitals navigating chaos.
Secure a drug
This project started with an externally developed logo and turned into a full-scale brand build-out for a specialized drug diversion prevention solution. My job was to take that foundational mark and turn it into something cohesive, differentiated, and actually memorable in a category that… wasn’t.
koena
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. I led the redesign to elevate the brand in a crowded skincare market while preserving its clinical credibility.
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.
Shaping the future of hospital waste
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.
Rx destroyer
Rx Destroyer had grown up. The products expanded, the distribution grew, the company was acquired, but the brand hadn’t fully caught up. I led the rebrand to modernize the identity while keeping the equity people already trusted.
let your data go to waste
This campaign promoted Daniels’ proprietary location-level data tracking with one goal: drive demo requests.
Healthcare uninterrupted
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.
Internal summit branding
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).
