8 years building consumer products that scale brands and categories.
Leading product design, development and manufacturing from insight to market.
The evidence
I build products that scale.
From backpacks to luggage, I design systems that support growth without increasing complexity.
I connect design and manufacturing.
Every product is developed with production, sourcing and cost realities in mind from day one.
I turn design into business outcomes.
My work has driven category growth, premium positioning and award-winning launches across multiple brands.
Genie
Growing a school-bag brand up with its customer.
Sole design owner across five back-to-school seasons. Genie in 2021 was a kids' label, 85% florals. Five years later it was a teen-and-college brand spanning backpacks, luggage and handbags. The work ran end to end: cohort research, range strategy, surface and CMF, manufacturing sign-off, and the operating model that shipped on calendar across six commercial channels.
- Reframed the brand's audience without a relaunch — the same customer carried Genie from age 7 to college
- Built a platform-and-component architecture: SKUs grew nearly 5× while constructions never exceeded three
- Cut a typical sampling cycle from three rounds to one; ~90% of designs signed off without a second round
- Trained the designer who now runs the brand