Inside the brand that defined denim
My early work focused on visual merchandising, where I designed retail windows, large-format graphics, and in-store signage. I sourced props, partnered with print and fabrication vendors, directed on-site graphic installations, and helped create playbooks distributed to regional visual merchandising managers to ensure consistency across stores.
As my role evolved into graphic design manager for visual merchandising, my scope expanded to lead the internal creative services function. I managed a team of graphic designers and freelance partners while overseeing work that included product hang tags, packaging, and in-store signage across both retail and wholesale channels.
I coordinated internal project requests, partnered closely with external vendors on seasonal campaigns, and helped implement brand updates consistently across Levi’s retail footprint.
I later joined the flagship store rollout team during a period of rapid expansion across North America. This work included launching stores in cities like New York, Washington, D.C., Honolulu, Beverly Hills, and Santa Monica. I supported seasonal campaigns, attended photoshoots, collaborated with agencies including Wieden+Kennedy and BBH, and helped implement the Go Forth campaign at retail.
brand: Levi’s
PRoject: retail environments
Team: Levi’s Brand
Role: Graphic Design Manager
Photography: Matt Beard
Handcrafted artwork
Alongside system-driven brand work, I created a body of custom, hand-painted artwork for Levi’s, including a series of back pocket illustrations rendered in India ink. Each piece was drawn by hand, embracing imperfection, gesture, and the tactile quality that has always defined the brand’s relationship to craft.
I also produced one-of-one original artworks that were later reproduced at scale for in-store use, large-format applications, and visual merchandising. These pieces bridged the personal and the industrial, starting as singular works and evolving into assets that lived across retail environments.
Some of this artwork still exists today within Levi’s archives and, in a few cases, remains quietly present in stores—small, enduring expressions of a moment when handcraft and heritage were deeply embedded in the brand’s visual language.
Go Forth
I supported the in-market activation of the Go Forth campaign, one of Levi’s most defining brand moments of that era, developed in partnership with Wieden+Kennedy. My role centered on translating the campaign’s spirit from advertising into physical retail and in-store environments.
Working from inside the brand, I helped implement Go Forth playbooks across flagship and regional stores, adapting the work across windows, interiors, and large-format out-of-home placements. This included resizing and preparing large-scale graphics for a range of physical formats
