My Role
As Creative Director at Ruckus, I led the development of Glowtone from a blank slate into a fully realized brand. I directed the creation of the logo and brand identity, with my design ultimately selected as the foundation for the brand. I also spearheaded packaging design from concept through production, collaborating closely with account and production teams, and led the UX/UI design for the website.

Following my time at Ruckus, Glowtone retained me as an ongoing design consultant — a partnership that has continued for over seven years, supporting the evolution of their packaging and brand as the company has grown.

The Challenge
Glowtone began as a concept with a clear vision but no existing brand foundation. The challenge was to translate that vision into a tangible, market-ready product that could compete directly with established brands. Every element — from identity to packaging to digital experience — needed to feel premium, intuitive, and immediately credible at launch.

The Solution
I worked closely with the founder to build a trust-driven creative partnership that guided the brand from idea to execution. By focusing on timeless design, clean aesthetics, and a cohesive user experience, we developed a brand and packaging system that felt both elevated and accessible. The result was a polished, launch-ready product that entered the market with confidence and continues to perform and evolve today.