I design the quarterly B2B CINCH catalog, bringing seasonal western collections to life through thoughtful, brand-driven storytelling. From concept to capture, I collaborate on model casting, fit sessions, and on-location styling, partnering with photographers to create compelling, on-brand imagery.
I lead image selection, editing, and catalog layout, crafting a cohesive visual narrative that balances creativity with commercial impact. I also oversee final production and print execution, delivering high-quality catalogs for global sales and retail distribution.
In 2023, I spearheaded a full redesign of our annual Replenishment catalog—a high-volume sales tool for year-round product ordering. I reimagined the layout and flow to improve clarity and usability while elevating the visual experience.
The process included concepting and refining spread designs, directing multiple photo shoots, and capturing updated action imagery on location at rodeo events. I did extensive image retouching and iterative design rounds, ensuring a highly detailed, information-rich catalog that remains both visually engaging and easy to navigate.
View my Replenishment “R2” Catalog here.
From 2020–2022, I shaped the creative direction of the quarterly Cruel Denim catalog, evolving the brand’s visual identity with a more fashion-forward, youth-driven lens. I introduced bold color, playful layouts, and a more editorial approach to reflect the energy of the female customer.
I contributed to shoot direction from concept through execution—developing mood boards, styling on set, and collaborating with photographers to capture fresh, dynamic imagery aligned with the brand.
View my Cruel Denim Catalog here.
I develop men’s and women’s denim fit guides that translate product features into clear, consumer-friendly education for retail environments. I lead studio shoot planning and art direction—curating poses, product assortments, and visual frameworks to create effective marketing assets and in-store signage for retailers across the U.S. and Canada.
I really enjoy creating large scale, environmental design work such as billboards, booth wraps/signage, stair wraps and entry way displays. Each of the examples on this page was created for a unique industry event. Each event focused around a different consumer, who had their own unique requirements, design needs, and aesthetic. I work closely with our brand manager, marketing and sponsorship teams, and ultimately with the various printing companies to ensure artwork is to spec and installed successfully.
I also have experience traveling for the company and helping set up events/temporary retail spaces and working the sales floor. I enjoy chances to be customer-facing, engaging with an audience and selling the brand. Often times at events I will attend meetings and networking events to build future collaborations/partnerships.
Cinch advertises in multiple monthly magazine publications. I utilize seasonal product photography to mock-up ad options for approval. I reference publication media kits to ensure ads meet constant deadlines and printing requirements. I implement different ad campaigns to illustrate a cohesive brand image while integrating different imagery to cater to each magazine’s core audience.
In addition to print advertisements, I have experience creating web ads and other digital materials. I have submitted many Leaderboard, Banner, Half Page and Square web ads to be placed on various websites.
I also spearhead our web sale email program. Using MailChimp, I put together scheduled artwork to alert our email subscribers about upcoming sales and product info.
More recently, I’ve been asked to engage in copy writing, specifically for websites and on-line articles. Please check out my latest article here, recapping one of our rodeos and forecasting the next industry event.
UX Case Studies
With a background in graphic design, marketing, sales and customer service, I’ve long found myself drawn to the world of UX/UI design. The University of Denver’s UX/UI Bootcamp enabled me meet this goal. This immersive course allowed me to practice user-centric design research practices, prototyping and wireframing techniques, and even familiarize myself with basic web design and coding. Tackling this challenging bootcamp (my covid-19 project) taught me to advocate for the user while still meeting business goals/agendas.
PASSION PROJECTS
When I’m not designing, you can find me channeling my creativity in the form of modeling! I have had the pleasure of working alongside other graphic designers, videographers, brand managers and stakeholders on various sets and locations. I believe this extra “behind the scenes” work experience has shaped me into a great collaborative team member and overall creative individual. Take a peek at some of the companies I have worked for and my modeling portfolio here.