Redefined the visual system and identity for the new Fire TV core experiences (home, navigation, search, profile, live) to help customers find content more easily and immerse in the experience, while guiding the project from concept to launch. Led building the design system from the ground up and currently oversee its management and application across other endpoints.

Redefined and developed a visual brand story to amplifiy brand perception to be modern and friendly. Oversaw extensive rebranding initiatives and tailored micro-branding efforts for marketing events.

Supported the creative division at Viacom, focusing on promotional efforts and branding for 'Logo TV'.