Brandcraft is Where Strategy Meets Imagination…
This section showcases how I build bold, immersive brand identities through storytelling, sustainability, and experience—whether it’s designing a thrift store from salvaged materials, staging a Parisian fashion show for at-risk youth, or creating a lookbook that reimagines secondhand style. Each project here demonstrates the craft behind how a brand feels, moves, and connects.
Where Couture Meets Cause:
Vintage & Vine:
Inove Loudoun Gala
As co-chair, creator, and developer of the Inova Loudoun Vintage & Vine Gala, I led the event’s transformation into one of the region’s most successful and visually immersive fundraising experiences. Over three consecutive years, we raised more than $1 million to support the construction of a radiation and oncology center and a pediatric emergency department.
I oversaw the creative direction of the gala, which featured a fully realized 1950s Atlantic City boardwalk complete with truckloads of sand, authentic period backdrops, and volunteer models in vintage swimwear, followed by a whimsical candy store installation brought to life with live “mannequins.” Decadent chocolate sculptures—crafted into high heels and jewelry boxes—added a layer of surprise and indulgence. The event also showcased vintage couture labels including Dior, Chanel, and other iconic designers. From strategic fundraising to immersive storytelling, I brought together community stakeholders, healthcare leaders, and high-profile donors to deliver a high-impact event with lasting legacy.
The Sustainable Thread
Sustainability is the throughline in both my creative direction and brand-building work. I’ve designed and constructed physical environments using mostly reclaimed and donated materials—transforming castoffs into immersive, identity-rich spaces. At Graffiti & Silk, sustainability extended to everything from the styled textiles to the shelving units. I launched the Weigh-to-Save initiative to quantify our environmental impact, tracking how much we diverted from landfills and translating that data into meaningful brand language. For me, sustainability isn’t an add-on—it’s embedded in the narrative, stitched into the identity, and woven through every touchpoint.
Solid wood drawers from a vintage dresser (yep…I picked that up, too!) left on the side of the road.
Solid wood cutting boards gleaned from donations display a variety of necklaces.
Scraps of damaged clothing became squares of finished textiles - sewn together into a finished curtain to serve as a room divider for the boutique.
I established The Weigh Forward program - our landfill diversion initiative that tracks the weight of every thrifted purchase, turning secondhand style into measurable environmental impact - one pound at a time.
