Every journey has a beginning. In 2004, I took on my first client, tasked with building an online publication about sneaker culture. This was before the era of smartphones, blogging, influencers, and social media. That brand was Hypebeast. Starting with its first advertiser, Nike, it grew to become the first-ever publicly traded men's contemporary fashion and streetwear online magazine.

My career jumpstarted as the first graphic designer at lululemon athletica in 2005. With a mortgage at 22, fresh out of school and zero family support, I dove headfirst into entrepreneurship, mastering the industry and everything in between. I transformed necessity into opportunity. In less than four years, I was instrumental in growing the brand from 20 to 130 retail locations post-IPO. It was an all-hands-on-deck environment where our team adapted on the fly. I spearheaded brand creative services, store development graphics, and visual branding for new launches. By my third year, I led packaging innovation for apparel and accessories, collaborating with overseas vendors to create cutting-edge designs.

After five dynamic years at lululemon, I joined Vega, now part of Wellmore Holdings. I immersed myself in plant-based nutrition, rebranding the entire Sport product line of 120 SKUs in a single year, while supporting various marketing efforts. This whirlwind year deepened my understanding of the health and wellness sector and fueled my passion for impactful branding.

In 2011, I joined Institute B, a management consulting firm dedicated to accelerating growth in values-driven companies. It was a no-nonsense, genuine culture reminiscent of lululemon. I led brand and creative direction, helping our partners achieve remarkable milestones—raising funds, launching products, producing documentaries, organizing events, obtaining B-Corp certification, and cultivating a vibrant community.

Building on this momentum, I successfully launched my own brand and consulting firm in 2015. Over the next decade, I collaborated with more than 75 brands across diverse industries, from technology to finance. Our collaborative partnerships involved a comprehensive analysis of industry dynamics, market challenges, and competitive landscapes, always prioritizing each brand’s unique vision and goals.

Everyone has a unique story that influences their path for the future. My journey has been one of continuous growth and purpose. We can create positive change by bringing to light better business practices and habits. Leveraging the power of branding and marketing, we can spotlight initiatives in circularity, sustainability, and societal contributions. Every action, no matter how small, has the potential for lasting and significant impact.  Our journey is not complete until we know that we have done what we can. With a common goal and purpose, let us work together to bring a brighter future for our next generation.