Design Director · Creative Director · AI-Enabled Creative Systems

Building launch-ready visual worlds for beauty, lifestyle + consumer brands.

I’m a Puerto Rican + Indian Design Director and creative leader with 13+ years building visual worlds across product, packaging, retail, digital and experiential. My work moves from early concept and visual direction through production and launch, with a hands-on background in illustration, surface design and creative systems.

Now

Design Director at The Beachwaver Co.^®, leading in-house and partner teams across design, video, photography and ecommerce.

I helped scale the brand’s visual identity across a 100+ SKU product portfolio and led packaging design and visual direction on 13 product launches in 2023 alone. I take ideas from early concept through launch — often developing original illustration and surface design myself — and integrate AI-assisted workflows and agents to accelerate concept exploration, creative testing, audience variations and scalable updates across markets and channels.

Capabilities

Brand Identity Capsule Collection Design Packaging Retail & Experiential Campaign Creative Illustration & Surface Design AI-Enabled Creative Systems Culture-Led Brand Design

Highlights at The Beachwaver Co.

Runway Custom Swarovski-adorned Beachwaver and hand-lettering for the Victoria’s Secret Fashion Show, NYC + Paris

Pop-ups Shoreditch High Street, London and SoHo, NYC with Shopify — on site for both Beachwaver pop-up installs

Retail Endcaps at Ulta and Sephora Mexico; in-store signage at Target and Dillard’s

Collections + collaborations Designed in collaboration with creators and brand partners, including Cherry On Top with Kelsey Martinez — sold out in under 12 days — plus Prism, Retro Waves, Just Classically Cassidy, Baked By Melissa, Tarte, Neon, NYFW Catwalk and Wavy West — each with its own product, packaging and campaign identity