No brand design function. No style guide. No visual language. Built Helinox's first comprehensive brand system from scratch — style guide, site redesign, multichannel campaigns — and watched global partners follow.

From bike messenger to lifestyle to travel — governed the brand through a full audience transition, built the product design standards, and grew custom sales 25% through new retail experiences.

16,000 dealerships. Ten websites. One fractured experience. Led visual design across nine months of weekly agile sprints to deliver a 30-component design system — 46% increase in pageview traffic and nine industry award recognitions including Hermes Platinum.