BACKDROP
Role: Lead designer
Objective: Shaped the brand’s identity and visual direction. Designed branding for D2C consumers across digital and print platforms pushing the idea that painting is effortless.
Paint Fan Deck & Essentials Kit Packaging
Designed Backdrop’s paint color fan deck and The Essentials Kit packaging. The fan deck showcased the brand’s curated palette, putting the spotlight on unique color names, a key driver of customer interest and sales.
The Essentials Kit was a nested package featuring everything needed to paint, with outer graphics showing tools at actual size for an engaging, tactile feel. Sold online and in-store at Urban Outfitters flagship locations.
Designed custom paint fan deck: proofs
Designed Essentials Kit Packaging: proof and actual product design to scale.
backdrop x urban outfitters Pop-Up — Herald Square, NYC
Designed a flagship pop-up experience in partnership with Urban Outfitters to boost brand awareness, site traffic and sales. Created bold, interactive touchpoints that encouraged user-generated content and brought Backdrop’s playful, design-forward aesthetic to life in-store.
BACKDROP x Urban Outfitters Pop-Up Design
Role: Lead Designer, Spatial & Environmental Branding
Tapping into Backdrop’s bold, design-forward identity, I led the transformation of Urban Outfitters’ Herald Square flagship into an immersive brand experience. From scouting the ideal location to curating every visual touchpoint, I shaped how the brand came alive in 3D.
Site strategy – Evaluated potential locations within Herald Square and identified the one with the highest foot traffic and visual visibility to maximize impact.
Spatial storytelling – Translated Backdrop’s visual language into the environment. I designed branded backdrops meant to invite selfies and user-generated content, encouraging social sharing and community engagement.
Environmental branding – Art directed and designed in-space wayfinding, brand signage, merch zones, a DJ booth, ensuring seamless navigation while reinforcing brand tone.
Merch and activations – Laid out merch areas and activity zones to create intuitive flow and moments of discovery.
