welcome to my world

YEM.zip is me,
compressed into one file.

Operations professional. Creative consultant. Pardon the dust — I'm still unpacking.

a brand of her own

Baba Kush

The doll on the homepage, the business card, and possibly my actual personality. She doesn't say much. She doesn't need to.

about

Ideas into action.

This portfolio is a collection of ideas. Some became real projects, some are concepts, and others are simply explorations. Together, they reflect how I think, create, and solve problems.

My background in operations taught me how to turn ideas into action. I enjoy the process just as much as the outcome — finding creative solutions, organizing the moving pieces, and turning ideas into reality.

I love noticing the little things that make a brand memorable, the details people overlook, and the opportunities hiding in plain sight. Brand, event, product, concept — doesn't matter. I'm always asking, "What if?"

work in progress

how i create value

Brand Strategy · Creative Direction · Community Building

Full case studies are still being written. For now: what got cut, what stayed, and why it mattered.

brand strategy

The blueprint behind every decision

Every branding decision should answer: who are we, who do we serve, and what should someone feel after every touchpoint. Strategy comes first — creative direction is what strategy looks like once it's dressed up.

Standard loyalty punch-card program CUT — felt transactional

Membership built around a shared identity, not a discount KEPT — ties to retention

Every touchpoint mapped before any visual work starts FRAMEWORK

creative direction

Beautiful work, doing a job

Creative direction should solve business problems, not just look good. Every color, typeface, and layout choice needs a reason it exists — otherwise it's decoration, not an asset.

Minimalist, all-white packaging concept CUT — didn't fit the audience

Hand-collaged textures pulled from the brand's own materials KEPT — felt specific

Motion used only where it reveals information FRAMEWORK

community building

The advantage that can't be copied

Products, packaging, and pricing can all be copied. Community can't. The goal is giving people a reason to return, participate, and advocate — not just consume.

One-off launch event, no follow-up CUT — no long-term hook

Recurring gathering with a name of its own KEPT — becomes a tradition

Customers recognized publicly, not just rewarded privately FRAMEWORK

internal brand

Stoner Girl Retreat

Intentional cannabis experiences where women feel welcome, comfortable, creative, and connected. Cannabis isn't the destination here — connection is.

Paint & puff sessions, ceramics — real conversation, every time. Still small, still growing, still very real.

meet the team

Just me. Also Chauncey. Also, technically, Baba Kush.

Chauncey — Professional Supervisor

His actual job is knocking things off my desk until I notice him. No design credentials, no interest in acquiring any, and full veto power.

get in touch

Let's talk.

You made it all the way down here. Might as well say hi.

Email hello@yemzip.com →

YEM.zip is me,compressed into one file.