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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  • ROAMING ROOTS

    Freelance Designer - 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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  • GENTLE WUFF

    Creative Lead — Brand 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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  • TIDE HOUSE

    Freelance Designer - Hospitality Brand Identity & Guest Experience System

    A boutique coastal hotel designed for travelers seeking slow luxury, local connection, and restorative escapes.

    I developed Tide House's brand identity and visual direction, creating a cohesive hospitality system that extended across guest experiences, dining, wellness, and digital touchpoints.

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  • ENGLISH ROSE BOUTIQUE

    Freelance Designer - 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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  • IMPRESSIONIST WEDDING PAINTING

    Freelance Designer — Brand Identity & Digital

    A luxury wedding art studio creating custom impressionist paintings.

    Led a full brand refresh including logo redesign, visual identity, website updates, marketing collateral, and client experience materials to create a more elevated and cohesive brand presence.

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  • "Elena is one of the most reliable and talented designers I've had the pleasure to work with. Her ability to translate brand strategy into clear, compelling visuals is consistent and impressive. Across product launches, marketing campaigns, digital assets, and packaging, she brought the same level of care and precision to every project, big or small. What sets Elena apart isn't just her design instincts — it's her professionalism under pressure. We worked in a fast-moving environment with frequent tight turnarounds, and Elena never missed a beat. She delivered high-quality work reliably, without sacrificing attention to detail. She's also a genuine pleasure to work with. Elena is collaborative, thoughtful, and receptive to feedback in a way that makes the whole team better. She elevates every project she touches "

    Laura Sauls,  VP of Marketing at WAYB, Inc.

  • "Elena has a strong creative instinct and a sharp eye for detail, consistently bringing thoughtful, elevated ideas to the table. Elena built a beautiful, cohesive brand that I’ve been lucky to collaborate on from a content perspective, and her clarity in briefs and direction makes her an incredible partner to work with. She strikes that rare balance of being both highly creative and highly organized—someone you can trust to not only envision great work, but execute it seamlessly."

    Noel Woolfolk, Creative Director at Nomads Creative

  • "Elena is an incredibly talented designer whose work consistently stands out for its creativity and thoughtfulness. What makes her especially unique is her ability to clearly communicate the ideas and strategy behind her designs. She brings others into her creative process, explaining her thinking in a way that builds alignment and makes the work even stronger. She’s both a gifted designer and a thoughtful collaborator."

    Kathy Totoki, Director of Operations at WAYB, Inc.

  • "Elena brought my vision to life in a way I never thought possible. She took the time to truly understand my goals and translated them into a sophisticated, cohesive brand that elevated my business to a new level. From branding, website design, and branded communications to marketing strategy and automation, she thoughtfully guided every step of the process. Her ability to prioritize ideas, organize workflows, and recommend the right tools and platforms made complex decisions feel effortless. Thanks to her creativity, strategic thinking, and collaborative approach, my business evolved from a solo creative venture into a thriving live event artist collective."

    Laura Herndon, Past Client and Owner of Impressionist Wedding Painting

  • "Working with Elena was an amazing experience from start to finish. She was professional, communicative, and incredibly easy to collaborate with throughout the entire process. Her expertise and attention to detail gave us confidence every step of the way, and she made what could have felt overwhelming feel fun, seamless, and enjoyable. What stood out most was her commitment to truly understanding our needs and ensuring the final result aligned with our vision. She took the time to listen, offer thoughtful guidance, and deliver work that exceeded our expectations. We are thrilled with the outcome and couldn't be happier with the experience. If you're looking for a creative partner who is talented, reliable, and genuinely invested in your success, you will not be disappointed."

    Tana May, Past Client and Owner of English Rose Boutique

  • "“Elena was absolutely amazing to work with. She did EXACTLY what I had visioned. Elena thank you for going ABOVE and BEYOND my expectations. She is super informative, takes the time to listen to you and and is a sincerely sweet person. Her designs speak for themselves. The QUALITY is 100% worth it.”

    Mireya Medina, Past Client and Owner of Captured by Mireya Photography

  • "“My experience with Elena was perfect and everything I wanted. She made it painless, communicated well, and was super easy to work with. Working with her was amazing!!!! She made everything simple and user friendly. She took all of the information I gave her and made a masterpiece. There is NOTHING I would change about it. She is amazing and worth EVERY SINGLE PENNY.”

    Madison Penton, Past Client and Owner of El Roi Creative Studio

  • "“We had a wonderful experience working with Elena. We are so happy with the outcome of our project, and there’s nothing we’d change about our experience! ”

    Natalie Maxwell, Past Client and Owner of Maxwell Ruff Ranch

  • "“Elena was a DREAM to work with! Extremely helpful, kind & knowledgeable in her field of creating beautiful graphics and helped my brand come to life! Highly recommend her to anyone looking to build a professional, beautiful brand with a story behind it.”

    Jess Shelton, Past Client and Owner of Whitefox Styling

  • “Elena is so great to work with. She is super talented and has such a creative and unique vision. I was unsure what direction to go in for my brand and she came back with an amazing color palette, logo variations, and marketing plan! I couldn’t be happier with the results. She listens and communicates so well and really takes the time to understand your business! If you are considering a rebrand or if you’re looking into branding for the first time and have no earthly idea how to or where to start and want it to be as stress free as possible, go to Elena! She’s completely exceeded my expectations!”

    Celeste Molinar, Past Client and Owner of Celeste Molinar Photography