a freelance brand & architectural designer in New York

SoHo Flagship Interior — Sundown Studio
Experience Design

LE joined Sundown to create an entry environment for the Converse SoHo Flagship for the 2023 calendar year. LE was tasked with creating a look & feel that tied together the wide range of global flagship design styles while pulling in NY-centric materials and textures. The designs also needed to be durable, reconfigurable, and allow for dwell time. LE delivered a detailed design and build package.

Brand — Partners & Spade
Brand Design, Packaging Design

LE was responsible for the design and development of their brand book, including all visual assets and art direction, as well as the bottle and website design.

Cloud House — Invisible North
Experience Design

The team at Invisible North was tasked with creating an experience reminiscent of the Scottish Highlands inside Grand Central to showcase Hunter’s latest rain gear. The team pulled off the super successful stunt thanks to a major feat in design, engineering, and special effects. LE was responsible for designing the structure of the space and shepherding the designs between client partners, fabrication, special effects, and the city.

A Ghost Story Promo — Steven Jos Phan
Experience Design, Fabrication

In the early days of A24, the production company came to Steven with an idea to promote a new film. Together with a few friends, LE and Steven designed and built an eerie ghost store to stir up buzz around the premiere. With a shoestring budget (and a lot of late nights), the team created an otherworldly retail experience that landed on the front page of AdWeek.

Retail & Rebrand — Partners & Spade
Brand Design, Retail Design

LE was brought on by Partners & Spade to design a look & feel for Herschel’s retail program alongside an updated brand voice and visual language. LE was responsible for creating retail guidelines, an updated brand look & feel, and the visuals for a new campaign to introduce the new approach.

Rebrand & Campaign — Partners & Spade
Brand Design, Art Direction

Schick worked with Partners & Spade to refresh the heritage brand, and the team delivered a new visual identity with a campaign to kick it off. LE was responsible for building the brand book around Sean Wolcott’s graphic identity, as well as creating the look and feel for the campaign, directed by Mike Mills.

Residence — Personal Project
Interior Design, Renovation

Between projects, LE and her partner Steven spent five years renovating an abandoned, foreclosed log cabin in the Catskills. They did everything themselves, from installing geothermal heating to dry walling, and now share it as a popular Airbnb.

(more soon)

Rebrand — Partners & Spade
Brand Design, Art Direction

Partners & Spade was tasked with reimagining the Soleil Roujours brand and packaging for their luxury suncare products. LE was responsible for working alongside Sean Wolcott in refreshing the identity and packaging, developing a new visual look and feel, and turning it into a brand book.

(more soon)

Rock the Bells Festival — Giant Spoon
Experience Design

Walmart was the major sponsor of Rock the Bells for hip-hop’s 50th anniversary in 2023, and Giant Spoon brought on LE to lead the design. LE was tasked with blending Walmart’s visual identity with NY hip-hop culture and Walmart’s Black & Unlimited campaign, all centered around creating a space to feature black makers and offer a bit of respite to festival-goers.

Airport Pop-up — Invisible North
Experience Design

Invisible North designed a holiday pop-up inside the busiest US airport to bring some holiday cheer to an otherwise stressful travel time. LE was responsible for bringing Gap’s “crazy stripe” holiday pattern to a surprising and delightful moment of airport respite.

Co-working Space — Freelance
Experience Design

A dear friend asked LE to guide the design of a new coworking and event space in their Catskills town adjacent to his vintage car shop. LE created a guide for the space with layout, FF&E, and styling recommendations with co-working efficiency and functionality in mind.

(more soon)

Greenpoint Library — Marble Fairbanks
RFP Concept & Design

As a designer at Marble Fairbanks, LE was tasked with creating a proposal for the Greenpoint Branch Libary & Environmental Education Center. LE was responsible for urban planning research, massing studies, conceptual designs, and the design and organization of the winning proposal itself.

(more soon)

Fitness Festival — Invisible North
Experience Design

LE worked with the team at Invisible North to bring the water brand’s fitness festival to life, mashing up popular fitness instructors with headlining artists, sound baths, and meditations. LE was responsible for event-wide graphics, stage designs, and the ticketing website.

College Tour — Invisible North
Experience Design

The Invisible North team was tasked with creating delightful moments on college campuses across the US to spread awareness about free HBO for students. LE was responsible for concepting and designing moments that brought the shows to life in fun, photogenic ways.

2020 Vision Tour — Berlin Cameron
Experience Design

LE was tasked by Berlin Cameron to design all of the sponsored experience elements of Oprah’s 2020 stadium tour, an all-day event across thirteen US cities with tens of thousands of attendees. LE was responsible for designing lounges, merch stations, photo backdrops, and booths for all the sponsors — all of which needed to be designed to pack down and tour across the country.

Special Gifting — Freelance

In 2018 and 2019, LE and her partner Steven helped Spotify design and execute special projects around gifts to artists and advertisers. This ranged from stationary and stickers to custom champagne bottles and platinum records.