Emily Carolina is a Senior Designer & Art Director in Los Angeles, California.With over nine years of experience, she brings expertise in branding and print, with additional skills in e-commerce web design and experiential design. Brands she’s worked with span across beauty, fashion, music, and more.
Halfdays
,
Design
,
2024
Halfdays, an outdoor apparel brand providing ski and hiking gear for women, sought a brand identity refresh that would preserve their existing logo while completely reinvisioning their approach to customers. The rebrand involved elevating the visual identity to target customers in a higher spending bracket and give a refreshed, chic and sporty feel. What evolved from this was new brand identity through color palette, typography, social templates, ad layouts, merch, and redesign of all tags, packaging, and print materials. Lead Designer: Emily Hall. Director: Jhoanna Flores. Company: Willa Creative.
Halfdays
,
Design
,
2024
Halfdays, an outdoor apparel brand providing ski and hiking gear for women, sought a brand identity refresh that would preserve their existing logo while completely reinvisioning their approach to customers. The rebrand involved elevating the visual identity to target customers in a higher spending bracket and give a refreshed, chic and sporty feel. What evolved from this was new brand identity through color palette, typography, social templates, ad layouts, merch, and redesign of all tags, packaging, and print materials. Lead Designer: Emily Hall. Director: Jhoanna Flores. Company: Willa Creative.
Auteur
,
Art Direction
,
2025
Auteur sought new content, both evergreen and specific assets to promote new product launches and expansion into Violet Grey. Video and photo assets lived on social and web. Art Director & Designer: Emily Hall. Studio Director: Cole Morrall. Director: Jhoanna Flores. Company: Willa Creative
Auteur
,
Art Direction
,
2025
Auteur sought new content, both evergreen and specific assets to promote new product launches and expansion into Violet Grey. Video and photo assets lived on social and web. Art Director & Designer: Emily Hall. Studio Director: Cole Morrall. Director: Jhoanna Flores. Company: Willa Creative
BopBop
,
Art Direction + Design
,
2025
Launched in 2025, BopBop brings whimsy and modular design to apparel, bags, and accessories. Full suite brand identity, packaging, apparel labeling, print, social, web, and more were created. Content & art direction of both evergreen content and go-to-market campaign were part of bringing BopBop to life. Art Director & Lead Designer: Emily Carolina. Director: Jhoanna Flores. Web Designer: Carmen Prado. Supporting Designer: Zuzanna Mlynarczyk. 3D Artist: Bethany Fuller. Photographer: Robby Mueller. Company: Willa Creative.
BopBop
,
Art Direction + Design
,
2025
Launched in 2025, BopBop brings whimsy and modular design to apparel, bags, and accessories. Full suite brand identity, packaging, apparel labeling, print, social, web, and more were created. Content & art direction of both evergreen content and go-to-market campaign were part of bringing BopBop to life. Art Director & Lead Designer: Emily Carolina. Director: Jhoanna Flores. Web Designer: Carmen Prado. Supporting Designer: Zuzanna Mlynarczyk. 3D Artist: Bethany Fuller. Photographer: Robby Mueller. Company: Willa Creative.
Be Free
,
Design
,
2025
Founded by Danielle Fishel, Be Free provides haircare free of many toxic and unfriendly ingredients. With the goal of expanding into new markets (from DTC to big-box stores such as Target & Ulta), the rebrand focused on retargeting the audience and honing in on the bespoke formulas to convey an approachable, bright, and fresh look. Creative Director & Designer: Emily Carolina.
Be Free
,
Design
,
2025
Founded by Danielle Fishel, Be Free provides haircare free of many toxic and unfriendly ingredients. With the goal of expanding into new markets (from DTC to big-box stores such as Target & Ulta), the rebrand focused on retargeting the audience and honing in on the bespoke formulas to convey an approachable, bright, and fresh look. Creative Director & Designer: Emily Carolina.
Ripl Efek
,
Art Direction + Design
,
2023
A new and proprietary detergent brand, Ripl Efek needed stronger visual organization to go to market and tell their story. Infusing a rich, comforting, and earthy feel into the brand, the identity was built around their existing logo. From there primary packaging and e-commerce packaging, art direction, and website design unfolded leading up to launch. Art Director & Lead Designer: Emily Hall. Director: Jhoanna Flores. Company: Willa Creative.
Ripl Efek
,
Art Direction + Design
,
2023
A new and proprietary detergent brand, Ripl Efek needed stronger visual organization to go to market and tell their story. Infusing a rich, comforting, and earthy feel into the brand, the identity was built around their existing logo. From there primary packaging and e-commerce packaging, art direction, and website design unfolded leading up to launch. Art Director & Lead Designer: Emily Hall. Director: Jhoanna Flores. Company: Willa Creative.
Hi, Skin
,
Design
,
2023
Hi, skin is a skincare studio with rapidly expanding locations across the US. With the aim to expand their audience to a younger demographic, they sought a rebrand that would appeal to the elusive It-Girl. This process included an overhaul of their brick and mortar spaces in addition to their web and social presence. The rebrand and design of all store signage, print collateral, and signage spanned over eight locations. Lead Designer: Emily Carolina. Web Designer: Carmen Prado. Supporting Designer: Zuzanna Mlynarczyk. Director: Jhoanna Flores. Company: Willa Creative.
Hi, Skin
,
Design
,
2023
Hi, skin is a skincare studio with rapidly expanding locations across the US. With the aim to expand their audience to a younger demographic, they sought a rebrand that would appeal to the elusive It-Girl. This process included an overhaul of their brick and mortar spaces in addition to their web and social presence. The rebrand and design of all store signage, print collateral, and signage spanned over eight locations. Lead Designer: Emily Carolina. Web Designer: Carmen Prado. Supporting Designer: Zuzanna Mlynarczyk. Director: Jhoanna Flores. Company: Willa Creative.
Saltyface
,
Design
,
2024
Natural tanning brand Saltyface approached needing a strong E-Commerce website to support their boom in sales from viral social media ads. Being a DTC-only brand, there was a strong focus on both UI/UX performance and aesthetic curation to build an experience that was both immersive into the Saltyface brand world (glowy, sunny, effervescent) and intuitive for customers to navigate. From wireframes, UI kit creation, sitemapping exercises, quiz logic ideating, and multiple rounds of design, we launched the website which has served the brand through multiple launches and seasons over the last few years. Lead Designer: Emily Hall. Director: Jhoanna Flores. Company: Willa Creative.
Saltyface
,
Design
,
2024
Natural tanning brand Saltyface approached needing a strong E-Commerce website to support their boom in sales from viral social media ads. Being a DTC-only brand, there was a strong focus on both UI/UX performance and aesthetic curation to build an experience that was both immersive into the Saltyface brand world (glowy, sunny, effervescent) and intuitive for customers to navigate. From wireframes, UI kit creation, sitemapping exercises, quiz logic ideating, and multiple rounds of design, we launched the website which has served the brand through multiple launches and seasons over the last few years. Lead Designer: Emily Hall. Director: Jhoanna Flores. Company: Willa Creative.
Olive Ateliers
,
Design
,
2023
Olive Ateliers tasked us with creating an online store that would rival their in-person shopping experience, immersing the user in a digital space filled with old world charm. Small elements of surprise & delight through animations and microinteractions were layered in to reward discovery. The design also involved solving unique challenges such as creating intuitive front-end UI and simplified back-end CMS in Shopify to support the drop model. The drop model would excite customers by building hype through a sitewide countdown and sale previews, while also making drop days seamless the moment it hit. Lead Designer: Emily Hall. Director: Jhoanna Flores. Company: Willa Creative.
Olive Ateliers
,
Design
,
2023
Olive Ateliers tasked us with creating an online store that would rival their in-person shopping experience, immersing the user in a digital space filled with old world charm. Small elements of surprise & delight through animations and microinteractions were layered in to reward discovery. The design also involved solving unique challenges such as creating intuitive front-end UI and simplified back-end CMS in Shopify to support the drop model. The drop model would excite customers by building hype through a sitewide countdown and sale previews, while also making drop days seamless the moment it hit. Lead Designer: Emily Hall. Director: Jhoanna Flores. Company: Willa Creative.
Banana Republic Rewards
,
Design
,
2021
With the launch of the BR Rewards program, a system was needed that would pave the way for a unique identity to develop among Banana Republic’s overarching branding. The project included a brand identity system & guidelines, the creation of infrastructure through templates, and design for print collateral, in-store signage, the BR Rewards landing page, app home page, email templates, site widgets, and 50+ unique email templates and digital ads. We dug deep into the archives to unearth catalogue relics, creating a layered and collaged visual approach that become part of BR Rewards identity, most prominently on the landing page. A gamified experience on the lander pushed boundaries for Banana Republic’s brand at the time. Lead Designer: Emily Hall. Creative Director: Ricky Kim. Company: Banana Republic.
Banana Republic Rewards
,
Design
,
2021
With the launch of the BR Rewards program, a system was needed that would pave the way for a unique identity to develop among Banana Republic’s overarching branding. The project included a brand identity system & guidelines, the creation of infrastructure through templates, and design for print collateral, in-store signage, the BR Rewards landing page, app home page, email templates, site widgets, and 50+ unique email templates and digital ads. We dug deep into the archives to unearth catalogue relics, creating a layered and collaged visual approach that become part of BR Rewards identity, most prominently on the landing page. A gamified experience on the lander pushed boundaries for Banana Republic’s brand at the time. Lead Designer: Emily Hall. Creative Director: Ricky Kim. Company: Banana Republic.