WELCOME TO MY PORTFOLIO
This section features selected projects that demonstrate my design and marketing process. Each example highlights my role, creative approach, and the strategic decisions behind the work.
What is Interior Architecture?
Many people are unsure about what Interior Architecture truly means, especially where it overlaps with marketing, branding, and visual merchandising. I created this episode to clarify the concept and show how spatial design directly shapes customer experience and strengthens a brand’s identity.
If you’re curious about how design and marketing work together in retail environments, I invite you to listen to the episode using the link below.
Sales Email Campaign
This email was developed to introduce Room & Rhythm Consulting at launch and clarify how interior architecture, visual merchandising, and marketing work together to shape meaningful customer experiences. The goal was to communicate the brand’s strategic approach while guiding potential clients toward exploring services or booking a consultation.
I crafted the message using a warm, human-centered tone, focusing on clarity, storytelling, and the connection between space and brand identity. By highlighting client needs and the benefits of purposeful spatial design, the final email positions the brand effectively, builds credibility, and provides a clear next step for engagement.
LinkedIn Post
Spaces should do more than look good; they should tell your brand’s story
I create environments that connect people with purpose through design, emotion, and strategy
This advertisement demonstrates how thoughtful design and storytelling work together to create meaningful brand experiences. It reflects my brand voice, creative, human-centered, and strategic, while applying core marketing communication principles to ensure the message is both clear and persuasive.
The Latest Scoop (Case Study)
Overview
Brand Background
The Latest Scoop is a Canadian lifestyle boutique known for its curated mix of apparel, home décor, and seasonal collections. Each store is designed to feel warm, welcoming, and discovery-driven, with a focus on creating memorable in-person experiences. This case study focuses on the redesign of one of its locations inside Mayfair Mall in Victoria, BC.
Project Goals
The objective of this project was to reimagine the store layout and spatial storytelling to enhance the brand experience. The redesign needed to improve customer flow, strengthen the visual identity in-store, and create a cohesive environment aligned with TLS’s soft, feminine, and lifestyle-focused aesthetic.
The Latest Scoop storefront at Mayfair Mall, Victoria, BC.
My Role
I led the interior architecture and visual merchandising strategy, including floor plan redesign, material selection, brand palette interpretation, and the development of visual storytelling elements. I also created 3D renderings, sketches, and digital assets to communicate the proposed concept.
Tools & Software Used
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Sketching & technical drawings
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Photoshop (render adjustments, color corrections)
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Canva (layout & presentation)
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3D software
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Visual merchandising strategy frameworks
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Looker dashboards
Hand-drawn spatial study showing preliminary layout and merchandising elements.
Challenges
The existing layout felt visually disconnected, with limited flow between zones and underutilized wall areas. The store needed a stronger narrative—one that would guide customers naturally through the space and highlight key product categories.
Additional challenges included working with the current architectural structure, maintaining TLS’s brand identity, and ensuring the redesign improved both aesthetics and functionality without requiring major construction.
Process
The project began with a clear need to improve spatial flow and strengthen storytelling within the store. My task was to redesign the floor plan, unify the visual language, and create strategic zones that support the customer journey.
To achieve this, I explored different layout configurations, sketched updated wall elevations, and crafted a soft pink–based material palette reflecting TLS’s brand personality. I developed a clear furniture map, refined lighting considerations, and incorporated lifestyle elements to enhance emotional connection.
Through iterative sketches, 3D render tests, and VM-driven decisions, the final concept delivered a more cohesive brand identity, smoother circulation, and a warmer, more engaging retail environment that aligns with TLS’s vision.
Pinterest Pin
Retail design moodboard with soft pinks, warm neutrals, and lifestyle elements for The Latest Scoop boutique concept.
Current Store Layout (Before)
Existing space at The Latest Scoop Mayfair Mall location, featuring a segmented layout that limits visibility and flow.
Existing space at The Latest Scoop Mayfair Mall location, featuring a segmented layout that limits visibility and flow.
Existing space at The Latest Scoop Mayfair Mall location, featuring a segmented layout that limits visibility and flow.
Proposed Redesign (After)
Proposed redesign featuring an open-concept layout, soft pink palette, and improved circulation to support a cohesive brand experience.
Concept rendering highlighting curated displays, enhanced lighting, and a warm, inviting atmosphere aligned with TLS’s visual identity.
Alternative perspective of the redesigned space, highlighting improved flow, integrated merchandising zones, and a cohesive brand atmosphere.