It all began with an idea.

My path into graphic design wasn’t exactly traditional — it was born out of necessity, frustration, and a desire to do better.

I spent years working in the BC wine industry, wearing a lot of hats: branding, marketing, retail, events, and everything in between. I loved the work, but one of the biggest challenges I constantly faced was trying to collaborate with graphic designers who didn’t understand the nuances of the wine world — or the urgency and practicality required to get things done. I can’t tell you how many times I found myself explaining what a wine club actually was, or why the back label matters as much as the front. Worse, I often had to fight to get clear, usable files or make last-minute changes, only to be met with blank stares or overcomplicated processes.

Eventually, I realized I didn’t want to fight anymore — I wanted to fix it.

So I rolled up my sleeves and trained in design myself. Not just so I could make things look nice (although I do that), but so I could be the kind of creative partner I always wished I had. Someone who gets the business, understands the real-world context, and brings both aesthetics and strategy to the table.

Now, I work directly with businesses — many still in the wine industry — helping them tell their stories, build stronger brands, and execute design that actually works. Whether it’s a logo, a label, a website, or an entire rebrand, I come at it from both sides: the insider who’s been in the trenches, and the designer who knows how to bring it to life.

I don’t just design things. I solve problems. And I help people feel like they’re finally being heard.