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
Each project I’ve led represents more than design work — it’s about strategic brand building, problem-solving, and delivering measurable impact. From luxury rebrands to corporate communications, I focus on aligning visual identity with business objectives, ensuring every solution supports growth, engagement, and long-term brand equity.
Here, you’ll find a selection of projects that highlight my experience in brand management, corporate marketing, and strategic communications. Each case study is presented with the challenge, strategy, execution, and results — because for me, branding is about more than aesthetics: it’s about driving meaningful outcomes.
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 career, I’ve always found joy in the creative process of shaping visual identities and brand assets. My work naturally gravitates toward luxury, female-led brands, where I can blend sophistication, elegance, and storytelling into designs that feel timeless and inspiring.
For me, design is more than aesthetics—it’s about creating an experience that reflects a brand’s essence and empowers women to showcase their vision with confidence. Each project becomes a way to merge my professional expertise with my personal passion for beauty, detail, and meaningful branding.
