Hi, I’m Amanda.
I build brands from the first idea to the first sale. Concept, positioning, naming, identity, packaging, manufacturing, websites, and the campaign that brings in the first customer. Product brands, places and service businesses.
Portfolio of selected work
Menswear
Creative Director and Co-Founder.
Premium Menswear, from first concept to launch.
Direct to Consumer Ecommerce.London, UK
NOIR is a premium men’s active smartwear label I co-founded and led creatively from first concept through launch. I defined the brand’s point of view and held every decision to it: garment construction, materials, packaging, print, photography and the site.
I designed the range. Blazers built around a signature multi pocket system, tailored trousers, and a weekender duffle that opens into a hanging wardrobe. I directed manufacturing partners across Indonesia, China, Portugal and France through sourcing, sampling and fragrance development, including three months on the ground in Shanghai and Guangzhou.
The physical brand experience is mine too: bespoke tags, custom box printing, luxury hangers, packaging and a wax seal stamp. I produced a 100 page brand book and the investor decks, art directed all photography and film, and designed and built the entire website myself.
Spiritual giftware
Founder and Creative Director.
Luxury Spiritual Giftware, from concept to $1M in sales.
Direct to Consumer Ecommerce.Cotswolds, UK and USA
I wanted the things I use every day to look like design pieces worth leaving out on a shelf. I had been vision boarding since 2016 and made my own grid board, which people asked about constantly, so I turned it into a luxury kit product. I burn incense daily and wanted a burner that caught the ash and still earned its place on a table. Sage and palo santo needed a way to burn hands free. The brand came out of solving those three things for myself.
I founded it and took it from concept to $1M in sales. I created the name, logo, identity system, palette, brand standards and tone. I developed the product concepts and directed an industrial designer through prototypes, 3D models and technical drawings for CNC production. I designed custom luxury packaging for every product so that opening the item would feel like an experience. And I sourced ten to twenty items at once across multiple Chinese and American suppliers.
I designed and built the Shopify store, which converts at 8 percent, and art directed every visual for the site, social and campaigns. Sales on day one, shipping to the USA, UK, Australia, UAE, Italy and France.
Supplements
Creative Director.
Organic Functional Mushroom Blend Brand, from concept to $1.5M in sales.
Direct to Consumer Ecommerce.London, UK
I designed the full brand: the packaging, the visual system and a twelve page luxury customer guide book, and art directed all the professional photography. I sourced every piece of packaging and material from China and directed the production workflow end to end across every vendor.
I built and designed the Shopify store, which converted at 3 percent across millions of visitors. I directed the paid social and email programmes, where weekly campaigns averaged 24 percent conversion.
Pet ecommerce
Owner and Creative Director.
Luxury Cat Accessories.
Direct to Consumer Ecommerce, Drop Shipping.Miami, USA
I bought an existing cat dropshipping store and rebranded it end to end. It looked cheap, the way most dropshipping stores do, and there was no brand there at all.
I designed the logo myself in Adobe, rebuilt the website around it, and sourced the range in China. The repositioning was the real work: the same category, aimed instead at people who want their cat to look as expensive as the rest of the house.
Food packaging
Creative Director.
Functional Chaga Mushroom Chocolate.United Kingdom
An established UK chocolate company brought me in as Creative Director to own brand direction across product, packaging and communications. The brief was Skittles: loud, colourful, high energy, the opposite of how functional mushroom products usually present themselves.
I set the visual direction and designed the full packaging range, then directed sourcing in China for the materials and the production run. I designed the product menu as well, a PDF distinctive enough that it became the company's primary sales tool, and I directed social media strategy and designed the branded event merchandise.
Marketing firm
Founder and Creative Director.
Marketing Firm, Social Media Strategy and Meta Advertising.Miami, USA
I started a digital marketing agency to run Instagram and Meta advertising for brands and build their presence online. Clients included a med spa in Miami and a commercial furniture dealer, and I ran the same playbook on my own brands, Boujee Cat and a legging label I launched.
I designed the logo in Adobe and built the content system around it. The work was content strategy, aesthetic direction and paid advertising, driving traffic for businesses across Miami and the wider US.
Hospitality
Brand and Website Design.
Luxury Villa Rental.Ubud, Bali
I created a brand around a villa rental in Bali. The owner wanted guests to book directly rather than through a listing, so the villa needed an identity of its own.
The house is old world Bali and completely singular, a glass house in the jungle with a fairy tale quality to it. I designed the logo and built the website around that.
Home services
Brand and Website Design.
Lawn Care and Engine Repair.Wisconsin, USA
A family run lawn care and small engine repair business in Waukesha County. They wanted the brand to carry the energy of motorsport, and they picked the colour palette themselves, so that was the frame I worked inside.
I developed a range of logo directions with them, then built out the one they chose: the mark, the business cards and the website.
About
Taste is the part nobody can outsource.
Mine was built by paying attention in a lot of different places. I choose everything in my own life for how it looks and how it feels, and I build brands the same way.
Pisces Sun, Virgo Moon, Taurus Rising.
I burn incense every day. I train to rap and hip hop. I meditate. Jazzy house while I work, neo soul while I get ready in the morning. I take the morning coffee ritual seriously. I love a conspiracy theory. My favourite place on earth is the Swiss Alps.
I grew up in a small town in Wisconsin. In the US I have lived in Minneapolis, Phoenix, Scottsdale, and all over South Florida: Miami, Fort Lauderdale and Naples.
A lot of my creative confidence came from my grandmother. We painted ceramics together every week when I was growing up.
I have been making things and selling them since I was a child. Beaded jewellery, braided bracelets, lemonade, a homemade bug catcher. If I could make it, I tried to sell it.
Designer, Perfectionist, Problem Solver.
The Pisces is the intuition. I see the shape of a thing before it exists and I know what it needs to feel like. The Virgo moon is the perfectionism, and it is the reason I pull all nighters until I am satisfied. The Taurus rising is why the process is pleasant, and why I will not put my name on something ugly.
I went to interior architecture school and started my career as an interior designer. When it turned out to be less creative than I had hoped, I moved into sales and grew a Herman Miller territory from $6M to $13M. I left in 2022.
Since then I have travelled to thirty three countries and seen life through a completely different lens. I create, build and launch brands of my own, and do creative work for other organisations.
I build from the concept to the first sale: the identity, the packaging, the manufacturing and sourcing, and the campaign that sells it.
Social media
Instagram
Creative Direction and Content Design.
Five Brand Accounts, Grid Strategy and Visual Identity.
These are social media accounts I have curated and designed. Each one runs on its own visual language, and every post holds to it: the palette, the type, the photography treatment.
The test is simple: you should know what the brand is before you read a single caption.
Swipe to see all five →