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Work
A collection of projects that reflect my approach to building brands through product — guided by design, shaped by insight, and designed for growth.
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EQ3
At EQ3, I led product and brand direction through a decade of transformation — from a regional furniture company into a design-led lifestyle brand recognized across North America.
I built and scaled cross-functional systems that connected design, merchandising, and creative strategy to define a modern, human-centric approach to home — driving sustained double-digit annual growth, expanding into new categories, and establishing EQ3’s presence in major U.S. markets with its Chelsea flagship.
I built and scaled cross-functional systems that connected design, merchandising, and creative strategy to define a modern, human-centric approach to home — driving sustained double-digit annual growth, expanding into new categories, and establishing EQ3’s presence in major U.S. markets with its Chelsea flagship.
Palli Home + Company
I led the concept and creation of Palli Home + Company, a modern offshoot of Palliser Furniture built to reimagine a 75-year-old legacy through a new, design-forward lens. My role spanned product, brand, and retail strategy — shaping everything from category architecture and visual identity, to art direction and in-store experience. The goal was to translate Palliser’s craftsmanship and scale into a lifestyle brand that felt warm, modern, and deeply human.
EQ3 ASSEMBLY
I led the product and merchandising direction for EQ3 ASSEMBLY, a capsule program designed to reposition EQ3 as a design leader within the Canadian furniture landscape. The initiative brought together emerging and established designers to create ten limited-edition pieces that celebrated Canadian design culture and craftsmanship.
My focus was on translating EQ3’s vertically integrated model into a platform for collaboration — developing the product strategy, pricing framework, and launch structure to balance creative expression with commercial viability. The result was a collection that not only generated significant buzz across the North American design community but also elevated EQ3’s perception from retailer to design authority.
My focus was on translating EQ3’s vertically integrated model into a platform for collaboration — developing the product strategy, pricing framework, and launch structure to balance creative expression with commercial viability. The result was a collection that not only generated significant buzz across the North American design community but also elevated EQ3’s perception from retailer to design authority.
Sarah Richardson for Palliser
I led the product and merchandising strategy for Sarah Richardson for Palliser, a licensed furniture collaboration between Palliser Furniture and the famed Canadian HGTV designer. The collection translated Sarah’s signature aesthetic into a cohesive, multi-category program spanning upholstery, case goods, and accessories.
My work focused on defining the product architecture, pricing strategy, and assortment mix while leading the full design and development process. The collection marked a first-of-its-kind initiative for the legacy manufacturer — capturing new market share and driving a 20% lift in category sales within its first year.
My work focused on defining the product architecture, pricing strategy, and assortment mix while leading the full design and development process. The collection marked a first-of-its-kind initiative for the legacy manufacturer — capturing new market share and driving a 20% lift in category sales within its first year.
Palliser
I oversaw product and brand transformation across a legacy furniture manufacturer, modernizing the portfolio and introducing new categories that bridged craftsmanship with contemporary design. The work spanned full-line merchandising, pricing architecture, and the development of cohesive design systems to reposition the brand in a competitive North American market.
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