13 hub
lane

Featured in East Cobb - City Lifestyle Magazine -2025

INTERIOR DESIGN • FURNITURE • HOME DECOR • APPAREL

Role

Brand Designer, Graphic Designer, Creative Director

Year

2019 - Current

Tools

Adobe Illustrator, Adobe Indesign, Adobe Photoshop, Adobe After Effects

overview

When I took over as Creative Director for 13 Hub Lane and our affiliated brands, I led a complete brand transformation from the ground up. When I joined, the brand lacked visual cohesion, clear direction, and a strong identity across color, typography, and photography. Through thoughtful strategy and hands-on design, I rebuilt the brand with a modern, bold aesthetic, introducing structure, consistency, and purpose that elevated its presence and positioned it for long-term growth.

To give credit where credit is due, my job was made much easier by having a talented team of interior designers on staff who truly work magic with furniture, home decor and aesthetic, making gorgeous photos easier to come by.

ONLY HAPPY ACCIDENTS

13 Hub Lane’s rebrand started completely by accident. On one of my very first projects, designing rack cards, I avoided the existing brand pink (which was… not great) and instead color-picked a softer, prettier pink from a photo of cozy pillows used in the design. When a store manager noticed the new pink didn’t match their business cards, it sparked a three hour meltdown that had me convinced I was about to be fired. Later that night, the current creative director called with unexpected news: the owner loved the color and decided to rebrand the entire company around it.

What started as a design instinct ended up defining the brand.

Only a few months after that, I took over as creative director and never looked back.