PROJECT 1:
SMILE INN
BRANDING
In 2019, I developed the complete luxury brand identity for Smile Inn, now recognized as Trinidad & Tobago’s leading cosmetic dental practice. I created a fully realized visual system—brand identity, design language, guidelines, and collateral—that established the foundation for the practice’s premium market positioning.
The identity blends elegance, confidence, and modern femininity through a refined gold-toned palette, meticulous typography, and a visual system designed for long-term scalability. To protect the integrity of the brand, I produced comprehensive guidelines detailing usage, styling, tone, and application across digital, print, environmental, and social touchpoints.
In addition to brand development, I provided creative direction and UX/UI oversight for the practice’s website and offered early strategic guidance on social media—ensuring that every aspect of Smile Inn’s presence aligned with the high-end standard established in the core design system.
This work laid the blueprint for the brand’s evolution and continues to shape how Smile Inn presents itself today. From visual identity to customer experience, the aesthetic and strategic framework I created has been central to elevating the practice’s reputation, strengthening patient trust, and enabling its rise as a leader in the region.
PROJECT 2:
SELINA HOTEL
JERSEY CITY
EXPERIENCE
When Selina was in its early expansion phase, I proposed Jersey City, New Jersey—then named “The Most Livable City in the US”—as a strategic location for the brand’s next urban property. Inspired by the county’s “Gateway to America” identity, I developed The Gateway, a comprehensive experience and customer journey concept rooted in cultural insight, behavioural research, and user-centred design.
I began by analysing resident and visitor profiles, commuter behaviour, and the city’s rapidly evolving art, food, and nightlife scenes. From there, I envisioned a vibrant, sophisticated, and inclusive destination for the diverse young professionals who move fluidly between Jersey City and New York City.
My concept mapped the full end-to-end guest experience, including:
• Year-round programming built around culture, food, movement, and community
• Multi-sensory touchpoints across art direction, interiors, architecture, and digital interactions
• UX/CX principles shaping how guests would navigate services, spaces, and social experiences
• Partnership pathways designed to strengthen Selina’s local and cultural presence
Although Selina Jersey City was never built, the strategic groundwork I created became a valuable blueprint for the brand. Many of my ideas, experience flows, and programming concepts were later repurposed for Selina NYC and other U.S. locations, influencing how the brand shaped its urban guest experience across the country.
PROJECT 3:
GIDI CULTURE FESTIVAL BRANDING
In 2013, I was approached to create the visual identity for Gidi Culture Festival, a new music and arts festival in Lagos, Nigeria, developed by Eclipse Live Africa to celebrate modern African youth culture. Working with a small team under Cherisse Thurab Limited (UK), I led the creation of a vibrant brand identity inspired by African warmth, sunshine, and the continent’s diverse landscapes.
I designed the full visual system—including the website, advertising materials, and complete festival collateral—and built the Gidi Culture Festival Brand Bible to guide long-term consistency as the festival scaled. I also trained the festival team in Lagos on applying the style guide and managing the website, ensuring they had the tools to maintain the brand independently.
Gidi Culture Festival has since hosted major African artists such as Burna Boy, Tiwa Savage, and Davido, playing a meaningful role in Afrobeats’ rise on the global stage. Elements of the identity and brand story I created have been featured in publications including Wonderland Magazine, Okay Africa, and The Guardian Nigeria, marking the project as an early contributor to the international visibility of contemporary African music and culture.
