As LYMA's Design Director, I built and led the team through the entire integrated creative process, from ideation to execution. I oversaw the website overhaul, new product launches, directed photo and video shoots, managed final edits, and crafted marketing communications for email, social, and advertising. Additionally, I produced internal presentations, developed new product designs, book series and user manuals to provide consistent communication across all touchpoints. I continue to collaborate with LYMA as a freelance creative, providing ongoing design expertise and guidance to support the brand's growth and success.