Brand Worlds

A brand's identity has to hold up long after the first campaign ends. Brand Worlds are the systems, visual, verbal, and structural, that let a brand grow into new categories and channels without losing itself.

TUXIE LUXIE

Founder & Brand Strategist

TUXIE LUXIE began with a belief that a pet brand could have the same creative depth and distinct point of view as a premium lifestyle label.

From brand identity and product design to merchandising, photography, packaging, and digital experiences, I built a cohesive brand world rooted in emotion, individuality, and connection.

Every touchpoint was designed to express a recognizable point of view, creating a brand that extends beyond product into lifestyle.

Additional Brand Worlds

  • Established “Made for Kids to Shine” through bold color, graphic typography, and real kid energy.

  • Translated French Toast’s core values of quality, comfort, and trust into a clear, kid-focused visual language.

  • Extended “Schoolwear Made for Kids to Shine” into the digital experience, organizing product around shopper needs while reinforcing comfort and trust.

  • Developed the tiny toast brand identity and visual language, pairing an emotional brand story with the practical details parents needed to trust a new name.

  • Extended the tiny toast brand across storytelling, product details, and packaging, creating a cohesive experience from first impression to the smallest touchpoints.

  • Directed the debut cover of FULLBEAUTY magazine, setting the visual tone for the brand's first issue.

  • Wrote and directed a spring trends story, translating runway trends into an editorial voice grounded in size-inclusive style.

  • Shaped FULLBEAUTY's holiday brand direction with “Season of WOW,” extending the idea across campaign, commerce, and editorial.

  • Extended the campaign into distinct holiday shopping stories, giving each its own mood within the larger brand world.

  • Built a holiday fashion world through styling, casting, and a consistent visual language across seasonal stories

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Narrative Editorial