Creative thinker. Practical doer.
Senior Brand + Creative Designer
I build brands people enjoy experiencing.
Throughout my career, I've enjoyed creating premium brand experiences across packaging, retail, digital, environmental graphics, and marketing campaigns—always with a focus on thoughtful design, strong systems, and meticulous execution.
Featured projects include flagship retail experiences for lululemon, integrated campaign work, and purpose-driven branding through my own business, Tough Titties. Together, they demonstrate my approach to taking projects from concept through production while balancing creativity, collaboration, and commercial outcomes.
lululemon — Flatiron NYC
Retail Branding • Environmental Design • Campaign Rollout
The Flatiron store was one of lululemon's flagship retail locations, designed to immerse customers in the brand from the moment they walked through the door. Working as part of the creative team, I developed environmental graphics, signage and branded touchpoints that translated the global brand into a uniquely New York experience while maintaining consistency across the retail environment.
Capabilities Retail Branding • Environmental Design • Campaign Rollout • Wayfinding & Signage • Production Design • Brand Consistency
Tough Titties
Founder • Creative Direction • Brand Identity • Packaging • Product Design • E-commerce • Marketing
Tough Titties began as a personal creative project and grew into a purpose-driven lifestyle brand celebrating body confidence, humour and female empowerment. I built every aspect of the brand—from identity and product design to packaging, website, photography, social media and marketing campaigns. Working directly with manufacturers, printers and suppliers, I brought each collection from concept to launch while building a loyal community and raising money for breast cancer research through ongoing fundraising initiatives.
Capabilities Brand Strategy • Product Development • Packaging • Social Media • E-commerce • Supplier Management
MYER Giftorium Holiday Collection 2023 + 2024
Packaging Design • Seasonal Campaign • Retail
Retail packaging is often a customer's first physical interaction with a brand. Working with Myer, I developed a seasonal packaging range that balanced commercial appeal with premium design, creating a cohesive experience across multiple products and retail touch points. Every detail was considered to ensure the packaging looked just as compelling in-store as it did in customers' hands. The collection was so well received that it was refreshed with new illustrations and re-released for a second holiday season.
Capabilities Packaging Design • Retail Marketing • Seasonal Campaigns • Illustration • Print Production • Brand Identity • Creative Concept Development
lululemon—West 4th Flagship
Retail Experience • Environmental Graphics • Brand Design
As part of the creative team behind lululemon’s original Vancouver West 4th flagship, I helped shape the look and feel of one of the brand’s most iconic retail spaces. I designed environmental graphics, signage and visual details throughout the store, creating a welcoming customer experience that reflected both the lululemon brand and the local Vancouver community.
Capabilities Retail Experience Design • Environmental Graphics • Brand Storytelling • Signage • Production Artwork • Cross-functional Collaboration
lululemon—Black Friday Campaign
Campaign Design • Retail Marketing • Digital Assets • Packaging
Black Friday is one of retail's busiest moments, requiring creative that works seamlessly across multiple customer touchpoints. I developed campaign assets spanning in-store graphics, hang-tag (with reflective hairtie), digital communications and promotional materials, helping create a consistent customer experience while supporting one of the brand's highest-profile annual campaigns.
Capabilities Integrated Campaigns • Retail Marketing • Digital Design • In-store Graphics • Campaign Rollout • Production Artwork
West End BIA
Environmental Graphics • Public Art
Commissioned by the West End BIA, this large-scale utility box wraps transformed everyday infrastructure into a colourful public landmark celebrating one of Vancouver's most diverse neighbourhoods. Through original illustration and bold visual storytelling, the project strengthened the area's identity while creating a moments of surprise and delight within the community.
Capabilities Environmental Graphics • Public Art • Illustration • Community Engagement • Large-format Print • Project Coordination
Personal Illustration
Illustration • Visual Storytelling
Illustration has always been at the heart of my creative practice. It informs the way I approach branding, packaging and campaigns, helping me create work that feels distinctive, human and memorable. Whether developed for clients or personal projects, each piece reflects my love of storytelling and thoughtful visual communication.
Capabilities Illustration • Visual Storytelling • Concept Development • Creative Exploration • Surface Design
For more visit www.emmahands.com