Over my career, I’ve created and contributed to more guidelines than I can count—seriously, I might need a new shelf for them all. Whether working as part of a team or flying solo, I’ve had the pleasure of shaping the rules (the fun kind, not the boring ones) for global brands like Guinness, Pepsi, Coca-Cola, SanDisk, Baileys, and more.

Here’s what I’ve been up to:

Brand Guidelines: Establishing tone, identity, and design principles—because even the world’s biggest brands need a style manual to keep things snazzy.

Shopper Guidelines: Crafting POS and retail systems that make sure you’re tempted to grab that product right off the shelf (or at least think about it).

Digital Guidelines: Defining frameworks for campaigns, social media, and e-commerce—so brands shine online without looking like they just discovered the internet.

It’s been a journey of shaping consistency, sparking creativity, and making sure no brand goes rogue on my watch.