As part of the in-house design team, I contributed to the creation of a new home goods brand—developing its visual language and identity from the ground up. Collaborating closely with cross-functional teams, I ensured alignment across design, marketing, and product to support a successful launch. Partnering with an external design agency, I provided strategic direction to maintain brand integrity and coherence. I also structured the internal design team’s workflow to build a unified packaging system that expressed the brand’s mission and values. Beyond packaging, I extended the identity across digital touchpoints—including email and social media—creating a seamless and consistent customer experience.