Brand Systems Design Lead Packaging Experience Team, Comcast

As Brand Systems Design Lead, I led the branding and visual identity for Xfinity's next-generation packaging system — including the iconic die-cut "X" and logo treatment that turns the box itself into a recognizable brand touchpoint.

I developed the graphic system, from high-contrast typography and water-based ink applications to tactile brand cues that support accessibility, working closely with industrial design and engineering teams (and contributing to structural decisions along the way) to ensure the branding worked seamlessly across a modular family of box sizes. The result is packaging that doesn't just protect the product, it makes Xfinity instantly recognizable from the moment it arrives, cutting annual pallet needs by 17,000 and reducing transportation emissions by roughly 90% through domestic manufacturing.