LeDesignCo
I’m a packaging designer with a deep appreciation for the intersection of creativity, technology, and precision. Since graduating from Parsons School of Design, I’ve built a career focused on designing thoughtful, impactful packaging that connects with people and respects the planet.
Over the years, I’ve worked with global brands including Estée Lauder, L’Oréal, COTY, and Benefit Cosmetics, leading design across packaging, print production, and retail experiences. I’ve partnered with cross-functional teams, led end-to-end creative processes, and managed production from concept to final mechanical releases.
I specialize in color accuracy, print execution, and ensuring every detail aligns with both brand integrity and technical requirements.
I’m endlessly curious and always exploring new ways to elevate the user experience through smart, beautiful, and sustainable design.
Let’s make something meaningful—and make it well.
Hello,
I'm Vi!
Brands I’ve Worked With
Experience
Senior Graphic Designer
As a Contract Senior Graphic Designer for Garnier Skincare, I was responsible for creating and executing packaging designs, in-store displays, and promotional assets that aligned with Garnier’s fresh, accessible brand identity. I worked closely with the marketing and product development teams to ensure that each design not only resonated with the target audience but also communicated the brand’s key messages around skincare innovation. My role required balancing creativity with technical precision, managing everything from concept development to final production, while adhering to tight timelines and high-quality standards. This contract position allowed me to make a meaningful impact on the visual presence of Garnier’s skincare lines across multiple retail environments.
At Coty, I specialized in designing permanent merchandising walls for Rimmel and NY Color across major retail accounts such as Walmart, Target, CVS, and Rite Aid, each with specific standards and brand guidelines to follow. I developed creative solutions that met both the retailer's requirements and the brand's identity, ensuring that each design was visually engaging while maintaining compliance with store-specific formats. For national accounts, I created more flexible, generic designs that could be easily adapted across various retail environments. My role required balancing creative vision with strict technical specifications, resulting in impactful, cohesive in-store displays that elevated brand visibility and supported product launches.
Production Artist
As a Production Artist for Rimmel and NY Color at Coty, I was responsible for ensuring the flawless execution of creative assets for packaging, point-of-purchase displays, and visual merchandising. I worked closely with the design and marketing teams to refine artwork and prepare files for production, ensuring all technical specifications were met while maintaining the integrity of the original design. My role involved managing tight deadlines, ensuring consistency across various formats, and liaising with vendors to oversee the quality of final outputs. This hands-on experience strengthened my attention to detail and ability to deliver high-quality work in a fast-paced environment.
At Estée Lauder, I was responsible for the design, creation, and execution of primary and secondary packaging for the brand across treatment, makeup, fragrance, and promotional programs. I developed artwork that adhered to the design concepts and visual direction set by the Senior VP, VP, and Design Director for all projects. My role involved creating materials such as renderings and models to present concepts for approval, ensuring that all designs reflected the luxurious aesthetic of the brand. Notable projects included developing patterns for fragrance and promotional carton wraps for holiday and seasonal programs, as well as graphics and patterns for makeup stories. Key production works during my tenure included the 2008 TurboLash Mascara, 2008 Skin Diagnostic Tool, 2009 Summer Asia Compact, and various Valentine’s Day and Holiday Carton Wraps. This experience sharpened my skills in creating visually impactful designs that resonate with consumers while maintaining the integrity of the Estée Lauder brand.
At L’Oréal Paris Skincare, I was part of a small team within Creative Services, where I developed concepts and executed artwork for skincare packaging and displays. I collaborated closely with the technical packaging team to create prototype packaging for new product launches and restaged existing packaging to enhance brand appeal. My role also involved managing external vendors, ensuring that all projects were delivered on time and within budget. This experience allowed me to deepen my understanding of brand strategy while creating visually compelling designs that effectively communicated product benefits and resonated with consumers.
At GVG, I collaborated with the creative team at L'Oréal Paris across all categories to plan, present, create, and develop artwork that aligned with the brand’s visual direction. My responsibilities included rendering or comping designs and producing mechanicals that followed the design concepts set by the L'Oréal Paris creative team. I worked on a variety of projects, including point-of-purchase (POP) packaging and displays, primary and secondary packaging, as well as seasonal and account-specific displays for all L’Oréal retailers. Reporting directly to the L'Oréal Paris Art Directors and the VP of Creative Services, I ensured that all designs met high standards of quality and consistency, contributing to impactful brand presentations and successful product launches.
As a Contract Art Director for Garnier Haircolor, I spearheaded a major design restage of the brand’s hair color collections. This project involved updating packaging, in-store displays, and visual merchandising to modernize the brand and attract a broader audience. I led the creative process from concept through execution, collaborating closely with marketing, product development, and external vendors to ensure cohesive, on-brand designs. The updated visuals enhanced Garnier’s market presence, resulting in increased customer engagement and product visibility. This role allowed me to combine strategic thinking with creative innovation, driving the success of Garnier’s haircolor products in a competitive landscape.
At Coty, I led the design and execution of creative assets for Rimmel and NY Color, focusing on point-of-purchase displays, permanent merchandising walls, and packaging for new product launches. I worked closely with marketing and retail teams to ensure that all designs aligned with brand guidelines while standing out in national and account-specific retail environments. My role involved managing multiple projects simultaneously, from concept development through final production, ensuring high-quality, impactful designs that drove customer engagement and enhanced brand visibility.
At Benefit Cosmetics, I was responsible for creating and executing global visual merchandising and marketing assets that brought the brand’s playful, bold aesthetic to life. I worked on 360-degree campaigns, designing everything from in-store displays to promotional materials for product launches. I collaborated with cross-functional teams to ensure cohesive, on-brand experiences across all retail environments. Additionally, I developed Visual Merchandising Launch Packages for regions worldwide, providing creative direction and assets that maintained brand consistency across diverse markets. My role at Benefit allowed me to combine strategic design thinking with creative execution to drive brand visibility and engagement.
As the founder and Principal Designer of Sea Salty & Wild, I lead creative projects that span branding, product development, interior design, and more. I work closely with clients to develop custom design strategies that bring their visions to life, whether it's through packaging, visual merchandising, or spatial design. My hands-on approach covers every stage, from concept to execution, ensuring that each project is not only visually stunning but also aligned with the client’s goals. Sea Salty & Wild allows me to explore innovative ideas and push the boundaries of design, all while delivering top-quality results that captivate and inspire.
Education
I earned my BBA in Design and Management from Parsons School of Design, where I gained a strong foundation in blending design with business strategy. My studies focused on branding, visual communication, and creative problem-solving, giving me hands-on experience in project management and art direction. This education sharpened my ability to approach design with both creativity and strategic thinking, a combination that continues to shape my work today.
My passion for interior architecture began during my time at Benefit Cosmetics, where working on store design and visual merchandising sparked my interest in how people move through and interact with spaces. This led me to pursue Architecture & Interior Design at UCLA Extension, where I expanded my skills in 3D rendering, space planning, and materials selection. The program enhanced my ability to merge aesthetics with functionality, giving me a more holistic approach to design—whether creating immersive retail environments or visually compelling brand experiences.