/ STRATEGY & VISION /
/ BRAND IDENTITY /
/ SYSTEMS & ENVIRONMENT /

I partnered directly with BinStar’s founders to build the brand from the ground up, leading early strategy, naming, and the full identity system. With no existing foundation, I guided the company through brand definition, visual language, and spatial expression—translating the idea of discovery and sustainability into a clear, approachable retail experience. The work combined hands-on design with creative leadership, supporting everything from store environments to marketing and external agency direction.