United By Form – Branding That Outgrew the Garage

United By Form is a small, women-led home goods brand started in a garage in Glassell Park, Los Angeles — but its visual identity was anything but small. I led the full brand development, from identity and packaging to digital presence and tone of voice. The goal was to craft a clean, elevated, minimalist system that would feel at home beside legacy DTC brands and luxury retailers alike.

That work paid off quickly. Within months, United By Form was picked up by Anthropologie and featured in PopSugar and CNET alongside far larger brands. It’s a testament to the power of clear storytelling, modern aesthetics, and retail-ready presentation. At the time, the business was run entirely by one woman (my wife), with candles produced in partnership with a local factory and every order hand-packed and fulfilled in our garage. Design wasn’t just a layer, it was the brand.

This project is close to my heart, but it also reflects a core belief I bring to every role: when branding is intentional, consistent, and built around emotional connection, it can level the playing field. create space for smaller voices to be seen, heard, and sold.