Victoria's Secret

As Design Director at Victoria's Secret I shaped the overarching creative concepts that anchored seasonal storytelling. My work established the visual narrative and thematic direction that guided cross-functional teams as they developed color strategies, prints, graphics, and campaign imagery. I translated ideas into fully realized concept rooms that inspired internal partners and set the tone for merchandising, marketing, and retail presentation.

I also led the development of the Victoria’s Secret Fashion Show branding and merchandise graphics for the newly reintroduced show—creating a cohesive visual world that extended from campaign assets to product storytelling. This work helped redefine the show’s identity for a contemporary audience while honoring its iconic legacy.

Alongside seasonal concept work, I oversaw the brand’s packaging vision, directing evergreen packaging systems and designing seasonal PR and gifting moments that reinforced brand storytelling and enhanced the customer experience.