Working as freelance Art Director for Kasala, a PNW-born furniture retailer known for its modern, high-quality designs, I had the opportunity to enhance the brand’s visual identity across multiple channels, including email campaigns, web design, retail signage, and direct mailers. The first goal was developing a structured design system that distinguished stores from outlet locations, providing clarity and consistency in each unique customer experience. I streamlined workflows, enabling quicker turnarounds while maintaining and iterating on the brand’s long-time signature aesthetic; reinforcing its position as a sophisticated, unique, and customer-centric brand in the furniture market.