Find Your Brand Voice
A brand always tells a story
Making that story come to life is where I come in.
KAREN LAZAR DESIGN
CONTENT STRATEGY + CONTENT DEVELOPMENT
In Progress for KLD PEARLS | Second Nature Drop.
FUZZ & FUZZ
CONCEPT DEVELOPMENT + CREATIVE STRATEGY
In progress for NYFW 2025.
RECESS STUDIOS
CONCEPT DEVELOPMENT + CREATIVE STRATEGY
Nike’s Field General campaign wasn’t just about relaunching a sneaker - it was about building a narrative rooted in culture, community, and city identity.
I led the concept development and creative strategy behind a three-tiered activation across Chicago, Houston, and Atlanta, each one designed to reflect the heartbeat of the city it represented.
Conceptualizing the campaign brief, I shaped the story of the modern Field General as a leader built by their environment, grounded in legacy, and pushing culture forward.
From there, I developed a distinct visual and experiential identity for each city: Lake Michigan blues and archival grit in Chicago, oil-slick textures and food collabs in Houston, and peach gloss meets digital art in Atlanta.
With local retailers such as SVRN, Premium Goods, and Wish Atlanta, I targeted local legends to activate in each Pop up.
My approach combined cultural fluency, design thinking, and strategic clarity to create a campaign that felt both globally resonant and hyperlocal. The Field General wasn’t just reintroduced - it was reborn in motion, memory, and meaning.
Bedfully
BRAND IDENTITY + BRAND DECK
Bedfully is a curated sleep-wellness marketplace designed to bring together science and style, rest and design. Tasked with modernizing their identity while staying true to their mission, I created a full-scale brand deck that served as both a strategic foundation and creative blueprint.
The deck was thoughtfully structured to guide internal teams and collaborators through every layer of the brand - from "About Us" and "Our Team" to deeper strategic sections like our Brand Promise, 5 C’s, Target Audience, and Metrics of Success. I also included a detailed Creative Breakdown, where I translated Bedfully’s values into actionable design and voice principles that feel joyous, playful, and educational, while still grounded in expertise.
My approach blended narrative thinking and strategic clarity to create a brand world that feels sensorial, elevated, and human - perfectly aligned with Bedfully’s promise to make better sleep both aspirational and accessible. From tone of voice to audience connection, every element was crafted to support a cohesive upcoming re launch across 140+ brands and 550+ sleep products.
LoneHouse
ART DIRECTION + CREATIVE DIRECTION
An emerging vintage resale website, Lone House LLC is dedicated to rediscovering designer clothing and special items with a reverence for their history.
The Founder’s vision that “clothing isn’t just about fashion, it’s a journey through history” inspired a reimagining of Lone House’s digital content and brand identity.
From that belief, a campaign theme was born:
Craft Your Story, One Piece at a Time
Over the past two months, the Lone House team poured their hearts into Drop #3, the latest collection of thoughtfully curated vintage pieces for the modern collector. Influenced by trends like Western wear culture, office siren-core, and the vintage revival enthusiast, this drop is a tribute to every kind of vintage lover.
