Featured Projects

Featured Projects

Transforming purpose into design through strategic creative direction

Wuxly Plant-Based Collection

  • Directed creative strategy for modular, sustainable outerwear targeting conscious urban explorers. Developed "Minimalist Tactical" brand story that echoes Canadian wilderness heritage while embracing military-inspired functionality.

    • Strong press coverage and retail partnerships

    • Seamless layering system integration

    • Sustainable manufacturing practices with local partners

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  • wuxly__

SUSTAINABLE DESIGN DIRECTION

e3 Koncept Adaptive Apparel

INCLUSIVE BRAND DEVELOPMENT

  • Built adaptive brand designed for every body, informed by real user experiences including long-term care residents and caregivers. Created universal design solutions that prioritize dignity, comfort, and personal style.

    • Led research-based design direction for easy-dress access points

    • Created complete visual language and storytelling from logo to website design, pamphlets to Instagram layout

    • Executed creative direction for diverse photoshoot casting from freelancers to models for ecommerce

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  • e3koncept

Ghostbusters™ Limited Edition

LICENSED COLLABORATION

  • Managed Ghostbusters™ limited-edition capsule from concept to delivery, aligning IP with technical design. Developed cohesive brand integration while maintaining authentic franchise identity and ensuring seamless product execution.

    • Successful IP integration with brand authenticity

    • End-to-end project management from concept to delivery

    • Aligned franchise identity with technical requirements

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Iranian Heritage Day

CULTURAL ART DIRECTION - ROM

  • Led visual direction merging Iranian cultural heritage with contemporary design aesthetics. Created immersive experiences that celebrate traditional craftsmanship through modern presentation while fostering cross-cultural dialogue.

    • Authentic cultural representation and storytelling

    • Modern design interpretation of traditional elements

    • Facilitated meaningful cross-cultural dialogue

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Creative Process

From insight to impact through strategic creative direction

  • Research & Insights

    Used consumer insights and sales analytics to guide product development, engaging real users to inform solutions.

  • Concept Development

    Developed compelling brand stories and universal design principles informed by lived experiences.

  • Design Execution

    Directed product silhouettes, engineered universal patterns, and focused on adaptive, modular elements.

  • Collaboration

    Led cross-functional execution from concept to launch, collaborating with teams across all disciplines.

  • Visual Direction

    Styled and directed campaigns emphasizing brand values through inclusive casting and authentic storytelling.

  • Quality Focus

    Sharpened a strong eye for detail through years of teaching, reviewing student work, and managing tactical production. Ensured 100% accuracy from concept to delivery—blending creative vision with rigorous quality assurance.

  • Dream it.

  • Create it.

  • Develop it.

  • Produce it.

  • Promot it.

  • Sell it.

  • Deliver it.

  • Wear it.

  • Review it.