Lead Designer at NYC growth agency XenoPsi, directing website UX, performance creative, and email for Shady Rays, a top-10 Shopify store, while leading the identity and launch of three new sub-brands and a dedicated RX category.
Shady Rays had built a $70M+ business around a remarkably simple proposition: polarized performance eyewear at a fraction of designer prices, backed by a lost-and-broken replacement guarantee.
The next stage of growth meant moving beyond its core customer. Kids' sunglasses, blue-light eyewear, prescription glasses and technical water-sports lenses each came with a different audience, purchase motivation and reason to trust the brand.
The challenge was to create enough distinction for each new category to feel credible — without losing the recognition and equity Shady Rays had already built.
I developed and directed the visual identities and digital rollouts for three new sub-brands—DeepSea, Kids and BlueShade—alongside a dedicated RX category. Each needed to speak to a different customer while remaining unmistakably part of Shady Rays.
DeepSea brought a technical, high-contrast visual language to water sports.
Kids introduced a lighter, parent-focused identity and sub-logo.
BlueShade created a clean, modern world for screen-wear.
RX focused on clearer value propositions and high-converting campaign creative for prescription eyewear.
Alongside the launches, I redesigned the VIP loyalty experience across lifecycle email, the logged-in member area and checkout, working closely with the growth team and using customer data to inform the work.
I also led five designers and art directors across the daily creative output—connecting brand direction with the pace and demands of a growth agency.
Distinct visual identities, landing experiences and campaign creative for DeepSea, Kids and BlueShade.
Custom value propositions, hero assets and targeted performance creative for prescription eyewear.
End-to-end UX/UI redesign across lifecycle email, the logged-in portal, member dashboard, and checkout, creating a more connected loyalty experience.
Directed and mentored a distributed team of five designers and art directors across all brand deliverables.
Three new sub-brands and a dedicated prescription line launched, while the VIP experience was rebuilt across multiple customer touchpoints.
