PORTFOLIO

A selection of work shaped by long-term brand ownership and creative leadership.

WAYB, INC.

WAYB

Brand Evolution · Campaigns · Digital Experience


Led brand evolution and creative direction across campaigns, product launches, and digital experiences for a fast-growing consumer brand.

  • WAYB

    Creative Lead — Brand Evolution, Campaigns, Digital

    A modern travel brand creating thoughtfully designed gear for families on the move.

    I led creative direction for WAYB as the brand scaled, shaping its visual identity, campaigns, and digital experiences across product launches, marketing channels, and internal brand systems.

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  • GENTLE WUFF

    Brand Creation — Identity, Product Ecosystem, Digital

    A dog gear brand focused on comfort, function, and human-centered design.

    I led the creation of Gentle Wuff from the ground up, defining the brand’s visual identity, product storytelling, and digital experiences from early concept through launch.

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  • ROAMING ROOTS

    Brand Identity & Illustration System

    A lifestyle brand inspired by movement, nature, and intentional living.

    I developed Roaming Roots’ brand identity and visual direction, creating a cohesive system that extended across digital, print, and physical touchpoints.

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  • ENGLISH ROSE BOUTIQUE

    Retail Brand Identity & E-commerce

    A modern women’s boutique offering timeless, effortless style.

    I led brand design and digital updates for English Rose Boutique, creating a cohesive visual identity across the website, packaging, and social media to elevate the brand’s customer experience and online presence.

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  • "Elena brings rare clarity to creative leadership. She translates business goals into cohesive creative direction, maintains a high bar for craft, and consistently elevates the work around her. I rely on her judgment as much as her execution, and that’s what sets her apart."

    Laura Sauls, Direct Supervisor

  • "Elena played a key role in shaping our brand during a critical growth period. She pairs strong visual taste with strategic thinking and builds systems that scale while keeping the work human and on-brand."

    Michelle Muhme, Former Supervisor

  • “Working with Elena makes everything smoother. She gives clear direction, thoughtful feedback, and keeps projects moving without losing sight of the bigger picture.”

    Jacob Morgan, Co-Worker

  • “Elena thinks like a creative leader, not just a designer. She understands brand as a long-term asset and consistently made decisions that strengthened how the business showed up in the world.”

    Tio Jung, Former CEO

  • “Elena has an exceptional sense of consistency and taste. She sees how everything connects and ensures the work always feels intentional. She’s someone you trust to lead and make smart decisions.”

    Natalie Crown, Former Supervisor