THE BIO

I am an internationally awarded Creative Director based in New York, working where cultural relevancy, emotional intelligence and human centered design meet. I currently serve as the VP of Creative at Nutrafol, leading the brand’s creative strategy and expression and helping position the company as the clear category leader.

More than a decade ago I founded Wolf & Paper, a creative lab where I explore projects that blend art, commerce and emerging technology. It has been a space for experimentation and for testing the belief I come back to again and again: that taste, clarity and cultural awareness are the foundation of meaningful modern brands.

Over the years I’ve held leadership roles across both disruptive newcomers and established heritage houses including Harry’s Inc., SoulCycle and Coach. My work has always lived at the intersection of business impact and cultural resonance, with a tone that balances humanity and wit. At Harry’s, I helped launch Flamingo and grow it into a challenger brand in the hair care space. At Coach, where I served as Digital Director, I helped guide the brand’s digital reawakening through a new e-commerce platform, editorial content and a mobile app. Both coach.com and the Coach App received Prestige Clios.

Before that, I spent nearly a decade in leadership roles at Sid Lee, CPB, Digital Kitchen and Droga5, shaping work for clients with strong points of view and a deep commitment to originality including Cirque du Soleil, HBO, Puma, Adidas, Red Bull and The Cosmopolitan Hotel.

My work is also shaped by something more personal. I have an unusually integrated sense of taste. The same aesthetic intelligence guides the way I build brands, take photographs, travel, write, cook, parent and create the spaces around me. It is one continuous thread, not a set of separate interests. For me, taste isn’t a hobby. It is a unified way of paying attention and making meaning, and it influences everything I touch.

My work has been recognized with numerous international awards including Cannes Lions, The One Show, D&AD Youngblood, FWA, the Type Directors Club, Applied Arts, Graphis, the Hong Kong Poster Triennial, Créativité Montréal, Grafika and many more. It has been published broadly and was selected by Thames & Hudson for 60 Innovators Shaping Our Creative Future, a landmark volume highlighting the thinkers and makers defining where creativity is heading.

say hi: hello@roxanazegan.com

follow: @wolfandpaper