Roxana Zegan

Lead Brooklinen’s creative organization across brand, design, campaigns, content, and cultural expression. Shaping the next chapter of a beloved brand around one of my favorite subjects: how we live. Building with an exceptional team to strengthen Brooklinen’s point of view and evolve its creative identity.

Wolf & Paper is an evolving body of work exploring the relationship between taste, culture, design, and the stories we tell through brands, objects, places, and images. Founded in 2009 as a fashion blog, Wolf & Paper has taken many forms over the years: editorial platform, e-commerce experiment, visual archive, zine publisher, research practice, creative consultancy, and laboratory for emerging technologies. What began as a personal project has gradually expanded into a broader inquiry into how cultural meaning is created, shared, and sustained. At its core, Wolf & Paper is built on a simple belief: taste is a discipline of attention. It is a way of shaping culture that fluidly between fashion, architecture, publishing, hospitality, design, technology, art, and commerce. The same instincts that shape a photograph, a room, a book, or a collection can also shape a brand, a business, or an institution.

Little Islands is the result of a six-month deep dive into creative judgment, systems, and how teams can use AI without letting the work become generic. It began as a focused working project and became a human-led framework for creative and marketing teams. The premise is simple: creative organizations do not need more prompts. They need better briefs, sharper synthesis, more usable voice systems, tighter references, harder critique, clearer rubrics, stronger revision loops, and a way for judgment to travel beyond the person who holds it. Little Islands teaches teams to turn complex creative needs into small, composable workflows with clear inputs, output shapes, quality bars, and human checkpoints. The system borrows from functional programming, but its purpose is creative. Functional programming tries to make complexity predictable. Little Islands tries to make creative complexity legible. AI becomes a translator, pressure tester, organizer, and sometimes a strange little mirror, while taste, context, voice, instinct, and discernment stay with the humans.

Led Nutrafol’s Creative organization through a period of significant growth, helping scale the brand to a $1B+ business and establish it as the undisputed category leader. Built and led the multidisciplinary in-house creative team across creative direction, design, copy, content, production, retail, experiential, and creative operations. Defined the creative direction and standards across brand, campaigns, ecommerce, performance, retail, professional channels, and physical experience. Strengthened Nutrafol’s visual and verbal identity, building a more distinctive brand world grounded in human insight, scientific credibility, and long-term brand building. Helped translate rapid business growth into a coherent brand system, maintaining consistency and quality as the company expanded across channels, audiences, and markets. Extended the brand into Sephora and Ulta, defining how Nutrafol showed up in physical retail and creating a consistent experience across customer touchpoints. Defined the brand’s presence across clinical and professional environments, connecting consumer storytelling with scientific authority. Built the team structure, processes, and operating model required to support a rapidly scaling omnichannel organization. Expanded the role to lead creative systems, AI, and brand intelligence, including tool evaluation, workflows, governance, quality standards, and adoption. Developed systems for applying AI across creative and marketing while protecting authorship, taste, brand integrity, and point of view.

Building one of the most successful challenger brands in multiple body care categories. Creating an in house team of 10+ creatives and an omnichannel strategy for the brand. Developing the brand voice, vision, physical footprint and creative campaigns, such as multi-awarded and highly publicized The Bush 2020 - a cultural activation that challenged political campaign conventions, translating design into public space through a distinct system of iconography developed with Paula Scher.

Led creative for a culturally iconic lifestyle brand, extending it beyond the studio into a cohesive ecosystem of content, music, and physical experience. Defined how the brand translated into the real world, developing new formats, environments, and partnerships that carried the core identity across touchpoints while maintaining its distinct energy. Owned experience development end to end, from initial concept and narrative through design, production, and execution, working closely with internal teams and external partners to ensure coherence and quality. Built and scaled the creative approach across formats, establishing principles and frameworks that guided how the brand showed up across content, environments, and collaborations.

Brand consultancy and creative direction across fashion, beauty, editorial, culture, and experience. Clients and collaborators include The New Stand, Wednesday Agency, Harper’s Bazaar, Estée Lauder, Tommy Hilfiger, The Mill, and Laird and Partners, across campaigns, content, fashion image-making, editorial storytelling, cultural strategy, generative art, installations, and experiential work. The New Stand remains a defining startup project: a new kind of cultural retail platform built at the intersection of media, fashion, technology, and daily life. The work was to give an early idea the voice, visual intelligence, editorial taste, and cultural texture to feel like a brand from the start.

Making Coach culturally relevant and desirable again was, by necessity, a multi-year international effort. As Global Creative Director for Digital, my role was to translate Stuart Vevers’s creative direction into a cohesive digital experience for consumers worldwide and to lead a strengthened in-house team capable of rethinking every part of the brand’s communication. From product and e-commerce photography to brand experiences, a redesigned global site, social channels, and a dedicated app, we rebuilt Coach’s digital world so it felt modern and resonant for a new generation. International markets were central to Coach’s growth, and digital became the most effective way to introduce the renewed brand vision at scale. In Europe, culturally attuned collaborations, including the launch with Colette, signaled a more modern and design-focused Coach. In Asia, we developed flexible digital systems that allowed regional teams to localize storytelling while keeping the global narrative intact.

Helped bridge the gap between traditional campaigns and emerging digital storytelling during a pivotal moment in advertising, developing integrated ideas that moved fluidly across film, social, experiential, and culture-led activations for brands including PUMA, Coke Zero, Hennessy, and American Express. Led key global creative work for PUMA, including the London 2012 Olympics campaigns and activations, helping position the brand at the intersection of sport, nightlife, music, and youth culture. Worked on the “After Hours Athlete” platform, which redefined athleticism through social competition and cultural participation rather than traditional marketing, turning PUMA Social into a globally recognized lifestyle positioning. Worked across concept development, art direction, brand systems, and launch execution, helping brands operate with more immediacy, participation, and cultural fluency during the early shift toward social-first consumer engagement.

Led creative within a multidisciplinary studio known for merging film, design, and environment into cohesive brand experiences. Worked across broadcast, digital, and physical spaces, translating narrative into immersive formats that extended beyond the screen. Contributed to projects from concept through execution, shaping visual language, motion, and spatial expression while collaborating closely with directors, designers, and production teams. Developed an early foundation in building experiences that integrate storytelling, craft, and environment into a unified whole. clients: HBO, Paramount, the Atlantic Lottery, the Cosmopolitan of Las Vegas