About Eden
Hi, I'm Vanilla. UI/UX Designer based in California.
If you wanna stand out, gotta be outstanding
About Eden
Creative lead and Senior Art Director specializing in developing and evolving brand identities, leading campaign execution, and crafting visual experiences across CPG, food & beverage, retail, and tech. Working with global brands including Apple, Neutrogena, Dove, and Walmart, as well as emerging startups, translating strategic brand objectives into impactful and scalable design systems that elevate brand presence and drive measurable results.
Excelling in leadership of multidisciplinary teams, fostering collaboration, and ensuring the delivery of consistent, high-quality work that inspires and performs across platforms.
Recognized for a meticulous approach and strong storytelling lens, combining creative vision with executional rigor to deliver creative solutions that resonate with audiences and uphold brand narratives.
Skills
design Programs
- Adobe Creative Suite
- Adobe Illustrator
- Adobe InDesign
- Adobe Photoshop
- Adobe After Effects
- Adobe Premiere Pro
- Adobe Lightroom
Web Development Software
- Webflow
- WordPress
- Squarespace
- Shopify
- Wix
- HTML, CSS, + JavaScript
- AI Image Generation
Prototyping Tools
- Figma
- Sketch
- Adobe XD
- InVision
What i do
Art Direction
Brand Identity Development
E-Commerce Design
Graphic Design
experience
2025
Critical Mass, Apple
New York, NY
Art Director
- Lead creative development for global Apple Marcom initiatives, partnering with cross-functional teams to concept and execute brand storytelling across product campaigns, digital experiences, and marketing assets.
- Direct and mentor a team of two senior designers, providing ongoing feedback, art direction, and support across projects to ensure creative excellence and alignment with strategic objectives.
- Translate high-level strategy into visual systems that align with Apple’s brand standards while innovating within its design language.
- Collaborate with writers, strategists, and developers to deliver polished, compelling creative at scale across platforms.
- Apply a deep understanding of design craft, digital best practices, and narrative thinking to produce impactful work that balances emotion with clarity.
- Ensure design consistency, accessibility, and technical excellence across deliverables while navigating fast-paced timelines.
2025
Omnicom Production
New York, NY
Associate Creative Director
- Partnered with Neutrogena’s brand and retail teams to establish a refreshed strategic approach to retailer communications, using the launch of the Suncare product line as a blueprint for scalable, brand-right storytelling across sales materials.
- Led the creative direction for a cross-functional retailer toolkit designed to increase product visibility and conversion at shelf — crafting sun-specific key visuals, programmatic banners, and retail display concepts to align with seasonal and shopper marketing objectives.
- Elevated brand consistency and equity through the strategic redesign of legacy product PDPs for the Acne and Hydro Boost lines, ensuring alignment with updated global guidelines across digital commerce platforms.
- Advised on scalable brand systems and visual frameworks to support ongoing rollout of Neutrogena’s new design standards across channels, with a focus on long-term usability for internal teams and retail partners.
- Helped position Neutrogena’s visual language at the intersection of scientific credibility and consumer relatability, refining design principles that now guide both shopper-facing and digital content strategies.
2024-2025
NAYA
New York, NY
Senior Art Director
- Led creative direction for the launch campaign of NAYA’s Grand Central Station flagship, crafting a location-specific brand experience that merged cultural identity with high-impact commuter appeal.
- Developed a transit-inspired visual concept rooted in the language of travel—integrating motifs like ticket stubs and train signage to create a cohesive and immersive narrative across touchpoints.
- Designed and delivered campaign assets including OOH advertisements, kiosk posters, in-store signage, digital teasers, and print collateral tailored to the fast-paced Grand Central audience.
- Collaborated directly with NAYA’s founding and marketing teams to ensure creative aligned with business objectives while positioning the brand as both premium and accessible.
- Established a scalable creative system that could be adapted for future store openings or seasonal campaigns, supporting the brand’s long-term expansion strategy.
2017-2024
Bell + Ivy
Los Angeles, CA and New York, NY
Senior Art Director
- Led the concepting and execution of integrated creative campaigns across digital, print, experiential, and web for Bell + Ivy and its diverse portfolio of clients.
- Acquired and retained high-value clients through creative leadership, strategic brand thinking, and strong relationship development; negotiated premium contracts and project scopes.
- Collaborated cross-functionally with strategy, media, and account teams to deliver cohesive visual communications aligned to business goals and client KPIs.
- Developed and maintained brand systems for both corporate and personal branding clients, including logos, digital content, visual identity guidelines, and storytelling assets.
- Directed the creative development of client websites and digital ecosystems, resulting in increased brand awareness, engagement, and conversion.
- Designed and facilitated a personal branding course hosted in Milan and Rome, including development of a digital platform to extend workshop reach and access.
- Produced and published branded content and event-based experiences, including SXSW programming, media coverage at Tribeca Film Festival, and thought leadership interviews.
- Managed and mentored creative teams including junior designers, interns, and freelance contractors; implemented scalable workflows and enforced design best practices.
- Oversaw internal and client-facing asset production across print and digital formats, from pitch decks and email marketing to web assets and experiential environments.
- Developed systems to organize and maintain digital asset libraries and content archives for improved workflow efficiency and creative reuse.
- Drove award-winning and high-impact campaigns, including:
- Walmart: Led design of a shoppable recipe microsite and local engagement campaign to boost online grocery pickup orders.
- Andy Hale True Crime Podcast: Created a personal brand and identity system for a wrongful convictions attorney, contributing to widespread media coverage, industry accolades, and consistent global top 1% podcast rankings.
2022-2024
ClaireMade
New York, NY
Creative Director
- Launched ClaireMade's customer-focused brand expression and positioning, significantly boosting visibility, engagement, and market impact.
- Developed packaging designs that have been praised for creativity and alignment with brand sustainability practices.
- Managed print production and vendor relations to realize packaging designs, upholding brand quality and technical standards of sustainability.
- Directed product photography and video production, overseeing all aspects from shot list planning to hiring the photographer and budget management.
- Developed an intuitive system to support the brand’s e-commerce needs, responsible for increased customer engagement and sales revenue.
- Established a brand message that reinforces its reputation as a provider of unique and quality-focused products.
- Developed an engaging, customer-centric website, including custom animations and CSS modifications, significantly broadening brand reach and customer base and consequently increasing sales revenue.
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