Lifelines

As Design Director at Lifelines, I led packaging design across the brand, shaping concepts from initial idea through production. I built cohesive product and packaging systems that balanced visual impact, usability, and emotion, ensuring every detail supported Lifelines’ mission of stress relief. Working closely with cross-functional partners and global vendors, I translated creative intent into production-ready solutions while maintaining consistency across a growing portfolio.

Highlights

• Built the packaging function from the ground up

• Led packaging design from concept to production

• Developed CMF strategy across the portfolio

• Designed packaging structure, graphics, and finishes

• Partnered with cross-functional teams and manufacturers

• Led scent development and fragrance direction