Art Direction / Identity + Product Design / 2020

The signature and icon were redesigned for a more organic feel. The packaging was also improved, maintaining a clean aesthetic while moving toward a more premium brand experience. The color palette and typography were updated to align better with the natural outdoor theme of the product line.

Art Direction / Concept Development / Digital Marketing / 2021

Work for the new Braun TriForce Power Blender Transcend the Blend Campaign, and the Braun MultiServe Coffee Maker Drip Coffee Evolved Campaign.

Art Direction / Strategy / Design / 2022

Design of digital and static out-of-home placements across North America, and social media campaign featuring DēLonghi brand ambassador Brad Pitt.

Art Direction / Concept Development / Custom Typography / 2021

LA Fitness Welcome to Your Comeback Campaign Concept.

Concept Development / Art Direction / Design / 2020

Leading with the positive benefits of a cannabis-free lifestyle, this campaign features inspirational imagery, bold composition and vibrant design. It subverts traditional scare tactic or shock value campaigns by focusing on the internal fire that makes each person unique and empowers young people to live life to the fullest—whatever the expression and without the use of cannabis.

Identity / Label Design / 2021

Creative Direction / Concept Development / Project Management / Digital Marketing / 2019

With a national decline in university enrollment, UofM was struggling to move the needle with non-traditional students and the shifting student demographic. I led the creative to develop and optimize UofM’s branding efforts for prospective students, enhancing brand reputation, increasing visibility, and driving enrollment inquiries.

Art Direction / Copywriting / Concept Development / 2020

Focusing on the outcomes for restaurant owners, this campaign employs subtle wordplay to reinforce the benefits of Restaurant 365’s integrated restaurant management tools. Using common restaurant and culinary lingo to command attention and create maximum impact, with a bold contrasting color palette, the design creates a clear focal point for the viewer and enables quick consumption of key messaging.

Art Direction / Copywriting / Concept Development / 2019

This campaign mimics the language of personal ads, comparing finding the ideal office space to finding your perfect match. By positioning a fear of commitment and a desire for a flexible relationship as a good thing, the expectations of the personal ad are subverted and playfully drive attention to a key value, the flexible lease terms.

Concept Development / Art Direction / Project Management / Copy-writing / 2020

Art Direction / Project Management / Strategy / Design / 2017

Avery needed a new website to evolve and define it’s digital presence, making it more relevant and competitive in the current marketplace. Leading the creative team, we designed a fully responsive website and a defined visual language that felt fresh and contemporary.

Art Direction / Design / 2018

Breaking from the old poor performing email format, I worked with the email team on a new design approach for transactional and standard emails. Open rates jumped to industry high of 60% and 3% CTR. Campaign revenue also increased to $20K+ per campaign, while the new design approach reduced development and creative time for email from 10 days to 2 days.

Creative Direction / Concept Development / Strategy / Copy-writing / Web Design / 2018

As creative director for Greaterthreads I was tasked with creating the identity, product design, branding materials as well as curating the on-line shopping experience for desktop and mobile platforms.

Branding / Art Direction / Design and Layout / 2012

Vegan News is a vegan-focused lifestyle magazine. I developed the design language, as well as created the layout and structure throughout.

Creative Direction / Concept Development / Copywriting / Project Management / 2019

With over 16 million members, HCSC was facing the challenge of creating cohesive, engaging messaging for it’s large and diverse audience. In response I led the team in developing an integrated marketing campaign, and created the Live Your Blue Life tagline for new campaign launch. It utilizes a visual hierarchy that simplifies and clearly communicates complex information.

Concept Development / Art Direction / Copywriting / Design / 2018

Avery wanted to pursue a new theme for 2018 to differentiate from years past. I created the Effortless Holiday tagline and campaign visuals to emphasize the ability of Avery’s product line to help simplify your holiday gift giving experience.

Label Design / Branding / 2019

Buster Mann’s is a new line of sorrel and ginger drinks. The product was pitched to Walmart for sale as an alternative to the common non-alcoholic beverages that currently dominate the marketplace.

Branding / Art Direction / UX/UI / 2016

GR8 Health is an online retailer of health products and lifestyle equipment. Since ongoing maintenance for GR8 Health would be handled in-house, they requested I develop a style guide to maintain visual standards for the brand.

Web Design / Logo Design

Web Design / Identity Design / 2011

Entegrys is a HR software company that needed a strong focused brand to help it stand out in a marketplace full of bland competitors. The identity was created to work well across digital and print, yet be flexible enough to integrate different aspects of the program into the logo.