For more than a decade, I have led the creative transformation of Jacuzzi®, repositioning a legacy brand as a modern authority in wellness, performance, and design. I directed the development of a comprehensive brand system that redefined voice, visual structure, typography, photography, and design standards, creating a disciplined, elevated expression across every touchpoint. This included leading the recreation of the Jacuzzi logo with world-class design leaders and overseeing large-scale, high-budget photo and video productions that translate strategy into immersive brand experiences.