Armina Luxe Website
Brand Manager, Lead Designer and Copywriter
I led the strategy, creative direction, and execution for Armina Luxe, the luxury division of Armina Stone. We defined a refined brand system and built an editorial, conversion-driven website that serves both the design trade and high-end homeowners. The launch delivered a 40% uplift in digital engagement, reduced outsourced creative spend by 35%, and increased qualified trade inquiries through clearer paths, scalable product templates, and a concierge-style contact flow.
Work Gallery
A selection of brand, marketing, and creative strategy projects across luxury, corporate, and service-based markets. Each case study highlights how I connect strategy, storytelling, and design to build clearer brand systems, stronger customer experiences, and measurable business outcomes.
My work spans rebrands, websites, campaigns, sales collateral, and visual identity systems — always with a focus on aligning creative execution with business goals.
Armina Luxe Website
For Armina Luxe, the luxury division of Armina Stone, I led the strategy, design, and copywriting of a new website built to serve both designers and high-end homeowners. The site combined editorial storytelling with scalable product templates and a concierge-style contact flow, resulting in stronger engagement, reduced creative costs, and a clear path for qualified trade inquiries.
Armina Stone Miami
Repositioning for the Luxury Market
As Armina Stone entered the Miami market, the brand needed to shift from a builder-focused identity in Pittsburgh to a luxury choice for designers. I developed a brochure that elevated the visual identity and refined the copywriting to resonate with the local audience, showcasing how brands must adapt strategy and storytelling across markets.
Armina Stone Pittsburgh
10th Anniversary Logo & Campaign
To celebrate Armina Stone’s 10-year anniversary in Pittsburgh, I created a campaign that combined a commemorative logo, branded design assets, and tailored copywriting. The initiative honored the company’s roots while reinforcing its reputation as a trusted leader in the local market, bringing consistency and pride across all communications.
Visual Identity & Brand Assets
Beyond my corporate brand work, I’m drawn to the creative process of shaping visual identities and brand assets for luxury and female-led brands. I bring together sophistication, elegance, and storytelling to create designs that feel intentional, timeless, and emotionally resonant.
For me, design is more than aesthetics. It is about creating a brand experience that reflects a company’s essence, communicates its vision clearly, and gives founders the confidence to show up with consistency and purpose.
