Since joining the Carvel team in 2023, I’ve helped lead the transformation of Carvel’s visual identity, bringing a playful modern style to an iconic brand. The team and I have worked on redefining Carvel’s product photography with new lighting techniques, intentional angles, Macro shots and immersive backgrounds to create a more crave-driven imagery and playful tone of voice that is embedded across digital, social, and in-shoppe touchpoints.