Fresh, flavorful, and made for motion, Rolld redefines sushi with clean, high-quality hand rolls designed for life on the go.

As of early 2025, I have led a comprehensive brand development project for ROLLD, an Australian-inspired hand roll concept opening on LA’s Westside. Working closely with founder Nick Wellner, I’ve shaped the brand strategy, voice, and creative direction across every touchpoint — from positioning and messaging to packaging and digital presence. I brought on designer Jacquelyn Zoeller of JZ Creative Space to lead visual identity and web design, and hired photographer Jess Torres of Tall Tangerine to capture a library of creative assets for launch. Together, we’re building a brand that feels fresh, approachable, and design-driven — supported by a social strategy and content plan designed to spark connection and build excitement ahead of opening.