creative direction + visual design
This work was done at Studio C — in addition to evolving the ArtCarved brand, the Frederick Goldman team had us redesign the website. Outdated and not built on an e-commerce platform, ArtCarved’s site needed a better online customer experience. Leading the home page visual direction and design, I developed a more on-brand, customer-focused website concept and navigation. With the site being rebuilt on Shopify’s platform, I designed the conceptual home page layout so that design elements of type and imagery would be consistent and executable site-wide in Shopify.
creative direction, brand strategy + design
I created the brand strategy and identity for the consultancy BEA Marketing. Building on the founder’s personality, expertise and business core competency, the visual strategy amplifies the brand’s distinct characteristics. The logo represents the company’s 3 pillars: Bridging Gaps, Elevating Marketing and Activating Ideas. The supporting brand elements visually illustrate the connection to the founder’s business framework.
Design work done at Adler Design
This 2016 holiday packaging design was developed for First Aid Beauty under the Creative Direction of Deborah Adler. Each package helps to elevate the product benefits through playful interpretations of a first aid kit and an upscale boutique. Whimsical, festive patterns and elegant foil accents create a cohesive visual language across the holiday packaging—how very “FAB”.
creative direction, concept development, design + copywriting
Mercy College, a client of Studio C, approached the agency to develop their prospective student Open House campaign. Mercy wanted to highlight their institution’s strengths, campus student culture and create excitement around the event. I helped lead the Studio C team in the development, creative direction and design execution of the “Explore” campaign. Our theme was inspired by treasure hunts and Indiana Jones-like expedition; “Explore” connects the adventure and self discovery associated with college directly to Mercy. I wrote the core campaign statement and built the graphics around the visual vernacular of treasure maps and travel, the “X” marking Mercy as the ultimate college destination
brand strategy, creative direction + design
This work was done at Studio C — our client, Frederick Goldman, asked us to evolve their ArtCarved brand. The outdated brand no longer resonated with modern brides and needed a stronger presence in the branded bridal market. I worked on reframing the ArtCarved brand strategy and helped direct Studio C’s design team throughout the process. From research findings, we reinvisioned the brand platform around their strength: diverse product selection, connecting it to a couple’s one-of-a-kind love story. I selected the campaign photographer to reflect the playful brand tone, capturing intimate, candid moments that incorporate the brand’s hues. The final fresh, bright visual vernacular celebrates the joy of newly committed love, connecting with young couples and elevating the ArtCarved brand perception.
creative direction + design
Brand identity development for a client of Studio C. 6W Group is a start-up, multidisciplinary advisory group positioned to serve executive level clients. Addressing this audience, the brand look had to be sophisticated and strong. Graphic, architectural forms illustrate the notion of growth and upward mobility. The bold, bright color palette is an unexpected twist to the strong forms. The final design presented 6W Group as a confident organization at launch. The branding elements are designed to scale with the organization’s growth across various media platforms to tell a flexible and fluid brand story.
concept, creative direction, design + UI/UX
Losing a loved one is a difficult and heartbreaking part of life. For children, this is especially true as they learn to navigate many new, complex emotions. Copeful is a tablet application that combines technology and creativity to help adults and children discuss and share their grief. Addressing death and helping children express themselves can be emotional, difficult and often unfamiliar for adults. Copeful aims to increase communication through personal and shared experiences, helping individuals work through their grief together.
design, IxD, UI + UX
Dividing household chores with a significant other is complicated. Whose turn was it to take out the trash? Weren't you supposed to clean the bathroom? Tasks become hard to delegate and complete. Honey_Do is concept app and website that helps couples stay on track with their responsibilities. The app allows users keep track of their individual task lists. They get reminders when they may miss a task and can check their overall scores. Honey_Do helps couples delegate and get chores done. Sweet.
visual, system, + packaging design
Benjamin Moore, a client of Studio C, approached the agency to redesign their Designer Color Reference Set. They wanted the binder set of large color samples to better align with their hand-held Color Fan Decks to create a cohesive system of color tools. I worked on the visual and system design, incorporating client research from interior design professionals to improve the color reference and selection process in the design. I also oversaw the project from concept through production for our agency: from coordinating with our client and production vendors to managing our agency’s design team.
art direction, design + concept
I developed this brand exploratory concept for Babies"R"Us. With a strong focus on expectant parents, Babies"R"Us' goal was to elevate the brand perception, especially the registry program. The exploratory was developed with the focus of creating happy babies and parents. I chose to soften the existing dot elements through color and styling, and I developed new brand assets from characters and patterns. The work resulted in an updated value proposition and refreshed look.
design + concept
Infographics as graphical interpretations of data can highlight specific patterns. When the data is personal, it can reveal hilarious insight about oneself. I explored just that in Scott Stowell's class in the MFA Design program at The School of Visual Arts. I developed an index of male television and movie celebrities I have had crushes on since the year 1994. I visually represented hair color, eye color, nationality and perceived character type. I used masculine, nautical colors and an organized layout to contrast the superficial subject matter.
Selected as a 2014 Adobe Design Achievement Awards Print Communications Semi-Finalist.
design + product design
Can design touch someone's heart? That was the challenge proposed in Stefan Sagmeister's class in the MFA Design program at The School of Visual Arts. For my project, I decided to touch the hearts of my neighbors and their dog Murphy. Murphy was diagnosed with dilated cardiomyopathy, or commonly known as enlarged heart. On walks, his collar lead to excessive breathing and most harnesses didn't fit his odd body shape. I designed a custom-fit harness, branded for Murphy, to give him the confidence to enjoy walks once again.
art direction, design + concept
Designed new brand aesthetic, repositioning an existing brush and roller line for Benjamin Moore. Focusing on tradition and quality, a more artisanal look was created for the packaging. To simplify shopping, suggested adding an informational callout, helping homeowners choose the correct applicator for the coating type.
design + illustration
Does communication require words, or can design transcend the barriers of language? In Scott Stowell's class in the MFA Design program at The School of Visual Arts, we were challenged to design without words. The simple task of ordering a favorite food becomes complex. I designed this tear-pad to order coffee. Using only icons and symbols, I created a clear process to lead one through accomplishing the task.
art direction, design + concept
Developed concept for the 2009 Toys"R"Us Halloween campaign. The bold look juxtaposed fun and quirky copy with iconic Halloween characters. I art directed the illustration style to complement the typography treatment. A simple, striking color palette reflected the tone of the design and helped minimize printing costs.
Retail Advertising & Marketing Association 2010 Racie winner: campaign bronze award.
illustration
I created illustrated designs for Toys"R"Us, Babies"R"Us, and partnering vendor products. My artwork enhanced lines of exclusive products, driving in-store sales.
illustration + concept
Illustrated gift card art for Toys"R"Us and Babies"R"Us. Developed concepts and transformed illustration style for varying demographics and market needs. Selected print production techniques, such as specialty holographic foil substrates, that enhanced card illustrations and drove gift card purchases in-store.
art direction, design + concept
Developed brand identity and collateral for Benjamin Moore's color consultation service. The elegant design throughout set the tone for this professional interior design service, where dramatic transformations were achieved with paint color. The tranquil blue palette allowed the homeowner to focus on their professional color recommendations.
editorial design, IxD, UI + UX
Booze is a prototype digital magazine I developed in the MFA Design program at The School of Visual Arts. The publication celebrates the complex craftsmanship of beverage and its significance in complementing the food we love. The tone of the writing highlights the importance of good conversation and honoring relationships with friends over a pint. I'll toast to that!
