Brand Design Lead Packaging Experience Team, Comcast

I led the reimagining of Xfinity's retail bag — transforming a purely functional object into a strategic brand and sustainability statement. Rather than treating it as a simple swap, I approached the bag as part of the full retail journey: what happens the moment a customer completes a purchase and carries the Xfinity brand out into the world. The result is a premium kraft paper design that replaces plastic without compromise — balancing material efficiency, durability, ergonomics, and bold brand expression into a single, considered object. Now rolling out across Xfinity retail stores, it proves that sustainability and brand presence don't have to be a trade-off — and turns one of the simplest moments in retail into one of the most intentional.