Led creative direction for NBALAB licensed collections across a 6-year partnership — building scalable product systems and campaign execution across all 30 NBA teams, including retail placement at the NBA Flagship Store in New York City.
2020 – 2026
Lead Creative
Owned end-to-end creative direction across NBALAB collections
Designed scalable systems across all 30 NBA teams
Led product and packaging design
Managed licensing submissions and approvals
Directed campaign execution across all channels
Creative Direction
Product Design
Packaging Design
Licensing & Approvals
Product Systems Development
Campaign Creative (Ads, Social, Email)
Web & Ecommerce Assets
Joined the NBALAB partnership at an early stage and owned creative end-to-end — from initial product concepts through licensing approvals, packaging production, and campaign rollout.
Built a design system that scaled across all 30 teams, expanding from card covers into collectible blocks with custom diecut packaging — designed for both DTC drops and retail shelves.
Products reached the NBA Flagship Store in New York City, requiring retail-grade packaging designed to perform in a physical retail environment alongside official NBA merchandise.
Directed campaign execution across ads, social, email, and web for every drop — maintaining consistency across teams while staying aligned with NBA league guidelines.
Led creative direction for NBALAB licensed collections across a 6-year partnership — building scalable product systems and campaign execution across all 30 NBA teams, including retail placement at the NBA Flagship Store in New York City.
2020 – 2026
Lead Creative
Owned end-to-end creative direction across NBALAB collections
Designed scalable systems across all 30 NBA teams
Led product and packaging design
Managed licensing submissions and approvals
Directed campaign execution across all channels
Creative Direction
Product Design
Packaging Design
Licensing & Approvals
Product Systems Development
Campaign Creative (Ads, Social, Email)
Web & Ecommerce Assets
Joined the NBALAB partnership at an early stage and owned creative end-to-end — from initial product concepts through licensing approvals, packaging production, and campaign rollout.
Built a design system that scaled across all 30 teams, expanding from card covers into collectible blocks with custom diecut packaging — designed for both DTC drops and retail shelves.
Products reached the NBA Flagship Store in New York City, requiring retail-grade packaging designed to perform in a physical retail environment alongside official NBA merchandise.
Directed campaign execution across ads, social, email, and web for every drop — maintaining consistency across teams while staying aligned with NBA league guidelines.
Led creative direction for NBALAB licensed collections across a 6-year partnership — building scalable product systems and campaign execution across all 30 NBA teams, including retail placement at the NBA Flagship Store in New York City.
2020 – 2026
Lead Creative
Owned end-to-end creative direction across NBALAB collections
Designed scalable systems across all 30 NBA teams
Led product and packaging design
Managed licensing submissions and approvals
Directed campaign execution across all channels
Creative Direction
Product Design
Packaging Design
Licensing & Approvals
Product Systems Development
Campaign Creative (Ads, Social, Email)
Web & Ecommerce Assets
Joined the NBALAB partnership at an early stage and owned creative end-to-end — from initial product concepts through licensing approvals, packaging production, and campaign rollout.
Built a design system that scaled across all 30 teams, expanding from card covers into collectible blocks with custom diecut packaging — designed for both DTC drops and retail shelves.
Products reached the NBA Flagship Store in New York City, requiring retail-grade packaging designed to perform in a physical retail environment alongside official NBA merchandise.
Directed campaign execution across ads, social, email, and web for every drop — maintaining consistency across teams while staying aligned with NBA league guidelines.