Soho House

Directed the graphic design function for all North American Soho House locations, shaping a unified yet flexible brand presence across the region. Guided the development of new visual identities for emerging properties, including the branding for Soho Warehouse Downtown Los Angeles, while ensuring each location expressed its own distinct character.

Oversaw the creation of design systems and collaboration materials for cultural activations, member programming, and house-specific initiatives. Maintained the integrity of the brand voice across all properties, establishing clear standards for consistency and setting direction for location-specific design needs.

Created specialty branding for restaurant and bar concepts, defining visual systems that supported each venue’s atmosphere and enhanced the overall guest experience.

Implemented a standardized creative workflow system that improved efficiency, strengthened cross-team collaboration, and earned global adoption across the wider Soho House marketing organization.