Merch
Experiential
Animation
3D
Role:Creative Director
Agency: Hovercraft
Designers: Joyce Kim, Ash Jo
3D: Zack Williams
Animation: Friends of Mine
Experiential CD: Matt Fajohn
Developers: Justin Gitlin, Olivia Ruiz-Knott
Build: Bednark Design & Fabrication
Our mission was to help Coinbase take Crypto to the moon. For All Star Weekend 2024 I worked with Hovercraft studio to oversee the branding and merchandise for the Coinbase Moonshot event as well as aid in the look and feel of the physical space, screen animation and game play.
Packaging
E-commerce
Catalogs
Art Direction
Role: Design Director
Designers: Miguel Yatco, Paul Yoon
Creative Director: Colin Tunstall
Producer: Meghan Soh
Photographers: Zak Bush, Benny Horne,
Slate Studios, Riley Kalbus, Ben Grieme
Styling: Tyler Wray
Hair: Mike Martinez
Saturdays was growing from a small downtown shop into an international lifestyle brand synonymous with high-quality craftsmanship, a minimalist ethos, and classic style. My job was to overhaul the brand to reflect this growth and help support the launch of new product lines and collabs while scaling and managing an internal team of designers.
In addition to launching a line of haircare and skincare products, we revisited all aspects of the brand experience, from hang tags to coffee cups, shopping bags, and more. Our goal for each aspect of the packaging was to make it feel as unique and special as possible by utilizing distinctive materials and finishes for each item.
Alongside our resident photographer, I helped oversee all aspects of brand photography at Saturdays, from casting to art direction, location scouting, and more. These images supported seasonal lookbooks, catalogs, ecommerce, emails, and social media.
I oversaw the redesign of the e-commerce experience. We started with simpler pages like checkout and shopping cart, then progressed to the homepage, and eventually addressed elements such as global navigation and the footer. Work developed w/ Human NYC.
Content strategy
Messaging & voice
Brand identity
Website & digital design
Role: Creative Director
Designers: Young Sun Compton
Strategist & Writer: Heather Samples
Producer: Joe Andrews
Developer: Dain M. Blodorn Kim
Skylight brings together world-class brands, creators, and property owners to turn underutilized real estate into homes for culture. Simply put, they needed help finding their voice. Alongside my team I helped them craft a clear positioning and a brand narrative to set the stage for creative. A fresh identity and a complete reimagining of their website, from content to design and copy, we them show up in a way that better matched their business.
Packaging
E-commerce
Illustration
Art Direction
Brand Collateral
Experiential
Role: Creative Director
Wordmark: Red Antler
Project Manager: Florent Peyre
Illustration: Jean Julien
Photography: Zak Bush, Moss Park
Shortly after receiving their Series A funding, I worked closely with the founders of Small Door to bring their brand to life. I began by fine-tuning their pre-existing wordmark and then assisted them with everything necessary to launch the brand, including art direction, website design, store design, uniforms, out-of-home advertising, commissioning illustrations, and more.
Brand Strategy
Competitive analysis
Messaging and voice
Product discovery
Brand identity
Packaging
E-commerce site
Social
Agency: VSA
Role: Design Director
Designers: Travis Barteaux, Tida Tep
Creative Director: Andy Gray
Project Manager: Emily Maino
In 2010, I worked with Schoolhouse Electric to help them evolve from a lighting company to a fully fledged lifestyle company, known for modern American heirlooms: lighting, furniture & home decor. Nearly a decade later, the identity and site I developed remain largely intact.
Packaging
E-commerce
Catalogs
Art Direction
Email Templates
Social Media
Advertising
Brand Guidelines
Role: Creative Director
Agency: Transport NY
Client: Bonobos
Designers: Lucia Jang
Art Director: Tida Tep
Addt’l Creative Directors: Andy Gray, Rockwell Harwood
Video: Matt Jones, Christian Hogstedt
Photography: Dana Skruggs, Christian Hogstedt
Photography:Ben Alsop, Nagi Sakai
Production Designer: Stephanie Serpick
I first consulted with Bonobos in 2017 as Interim Creative Director working closely with their then CMO and president Micky Onvural to reshape the brand's look and feel. In 2019, after launching Transport NY, we were once again engaged to help codify and build on the brand work and gain creative alignment across the organization. Our scope included everything from wordmark, color palette and brand fonts to clothing labels, email templates, and consumer packaging. Also, as Bonobos agency of record, we helped to oversee and build out their creative team and manage day-to-day creative operations.
When I first joined Bonobos, the brand had been a few too many places. It had adopted five different brand identities in ten years, experienced turnover among Creative Directors, and conducted experiments that left them unsure of their identity and voice. In order to move forward, I spent some time with Andy Dunn to better understand why he started the brand in the first place. We then distilled this understanding into three pillars: better fits, amazing service, and custom patterns.
After completing the branding project, I was re-engaged to assist in creating a brand book. This document served as an essential tool in fostering internal alignment on key aspects such as photography style, brand language, and voice. By compiling comprehensive guidelines into a single document, internal teams gained clarity and consistency in their approach to representing the brand, particularly in photography and video creation.
Apple
Freelance Associate Creative Director for Apple Marcomm from September 2022 — March 2023. Unfortunately, the nature of this work is confidential. Please get in touch for more information.
Freelance Associate Creative Director for Apple Marcomm from September 2022 — March 2023. Unfortunately, the nature of this work is confidential. Please get in touch for more information.
Branding
Packaging
Lookbook
Art Direction
Role: Creative Director
Agency: Transport NY
Art Director: Rockwell Harwood
Account Director: Joe Andrews
Designers: Melia Tandiono, Erica Smith
Strategy & Writing: Heather Samples, Tom Raith
In 2020, Bonobos decided to launch a youthful and leisurely product that would appeal to a younger, more active audience. Working closely with their CEO, CMO, clothing designers and merchants, I oversaw bringing that brand to life. The project started with strategy and naming to carve out the appropriate white space and solidify brand pillars. We then completed the brand identity, lookbook, guidelines, packaging and various consumer touchpoints to secure
a Q1 2022 launch.
Digital Concepting
Collateral
Brand Guidelines
Role: Creative Director / Designer
Agency: Siberia
Adt’l Creative Director: Stephen Hadinger
Managing Director: Chris Mele
In 2019, I worked closely with Siberia’s Managing Director and internal Creative Director to rebrand the design agency. We aimed to create a wordmark that was confident enough to stand on its own without relying on any secondary marks. Instead of an icon, we opted for an illustration style that could be expressive and serve as a supplementary device to add visual interest to design thinking throughout the website and brand.
Agency: Instrument
Role: Designer / Creative Director
Addt’l Creative Directors: JD Hooge, Jack De Caluwé
In 2022, I worked closely with Instrument’s founder, JD Hooge, and internal Creative Directors on the early stages of a re-branding project for the design agency. As a full-scale re-branding effort, we examined every aspect of the brand, from the wordmark to the website to company signage and everything in between. I transitioned off the project, and Instrument’s team continued to build upon that work, creating custom typefaces and further refining the early-stage concepts I helped develop.
Agency: Siegel + Gale
Role: Designer / Creative Director
Addt’l Creative Directors: Jason CK Miller
From August to March 2021, I worked with Siegel + Gale in New York to rebrand the U.S. Army. The challenge was to create a visual identity and typographic system that works on a very large scale across different use cases. I worked through the early stages of the project, helping develop type styles, design elements, and social executions. Once the concept was approved, the internal team within Siegel + Gale carried out the final executions.
Completed In-House at Oscar
Role: Designer / Creative Director
CMO: Ivan Wicksteed
Completed at Mother
Role: Designer / Design Director