Working with the team at RichardsDee, we set out to reposition Debra—supporting people living with Epidermolysis Bullosa—from a narrative of “tears” to one of active support and hope. The solution was an organic visual language inspired by the butterfly, using patterns drawn from wings and cellular structures to create a soft, empathetic brand with no sharp edges.

I worked as a designer under Martin Fanning, supporting concept development and shaping how the system would live across various touchpoints. My role focused on brand activation and rollout—translating the creative direction into consistent brand applications, delivering final artworks, and helping develop comprehensive brand guidelines.