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Concept creation for the rebranding of one of the world’s most well known brands. This concept made the forward step to focusing the Visa brand on an iconic element: the V. The iconic V represents transparency, mobility, flexibility, security, confidence, and innovation. A streamlined simplification of the old wordmark used in combination with the iconic V was at the heart of the creative concept.
Created with Prophet.
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During my 5 years designing and art directing for the KEEN brand, this little footwear company had emerged as the fastest growing outdoor company. At the core of the company was HybridLife™. With a nod to the initial brand line — Original Hybrid Footwear — HybridLife™ became the essence of the KEEN brand, inspiring consumers to stand up and create, to play and to care about the world around them.
As the company grew, so did its product offering. Working closely with the global marketing team, we created an architecture unique to the KEEN brand that was used to organize products, initiatives and proprietary technologies. All-in-all, the work created for KEEN spanned across original photography and product image creation, seasonal catalog design, brand architecture, campaign advertising, marketing collateral, short-and-long term initiative development and trade-show design.
Created while at Forty Forty Agency.
Senior Design Director, 2004-2011
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A collection of various marks and identity pieces art directed and/or designed for clients throughout the years.
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A new technology start-up located in San Francisco. The breadth of the work includes: brand mark development, stationery system design, texture and pattern design, icon development, photography style and image library development, identity guidelines and brand standards.
Note: Final mark chosen differs from what is shown.
Created while at Forty Forty Agency.
Senior Design Director, 2004-2011
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An internal campaign designed to excite and educate employees about the new brand and internal culture shift towards The AbbVie Way. This call to action is a way to bring together the various aspects of the company and unite them under one larger idea. Included in this campaign is a creative tool kit that was applied across various print items, inspirational meeting items, posters and across the environmental space.
Created along with Prophet.
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Concept created for the rebrand of this Canadian leather retailer. This refresh looked at positioning the family owned design house as a quality leather craftsman that embodies a chic and modern style, all for an affordable price. A bespoke wordmark was crafted to embody the essence of the new look— a focus on craftsmanship that is streamlined and fresh. The sun emblem is the culmination of key stitching and techniques used in the crafting of leather goods, all working in harmony.
Created along with Prophet.
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The building of a global campaign for a new biopharmaceutical company. The span of the campaign includes, but was not limited to: the UK, France, Brazil, Mexico, Japan and the US.
Created with Prophet.
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The natural evolution for the KEEN brand was to bring real-life stories of people living a HybridLife™ into the spotlight through national and international advertising campaigns, throughout the company's marketing collateral and on the KEEN website.
The HybridLife Book featured the first 13 global stories from the USA, China, Japan, Canada and Europe.
HybridLife Photoshoot Producer and Art Director, all original photography.
Created while at Forty Forty Agency.
Senior Design Director, 2004-2011
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Rich storytelling that begins with a question: What makes a “real” football player? 'Real.' was the first campaign launched to showcase the rebrand of the NFL Players Association. The various campaigns documented NFL players, off-the-field, and focused on expanding and highlighting their personalities and passions as role-models, both on and off the field. The new NFL Players brand helped to assert and reposition the organization as an asset for the players during —and after— their NFL careers. Deliverables included original photography photoshoots, new publication launch and design, print advertising, website and :30 sec commercial spots.
Shoot Producer, Art Director + Design. All original photography.
Created while at Forty Forty Agency.
Senior Design Director, 2004-2011
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Established in 1992, Billard Custom is the artisanal construction studio of Christophe Boucher. The studio boasts decades of artisan experience in metals, woods, tile, specialty materials and construction. Enhanced by his passion for creating custom experiences, he applies techniques developed from around the world. Originally from France, Billard Custom wanted a new brand system that could represent the refined craftsmanship and strong building techniques that go into every project, thus making each end-product a custom solution.
The new Billard Custom word mark reflects Msr. Boucher's primary principle, 'custom solutions'. The brand system contains two alternating marks — the script lettering used as the primary mark, and the secondary wordmark that reflects tactile, wood materials. Together, the marks work to establish a unique and custom approach to the brand system. The three icons were designed to add a sense of playfulness to the Billard Custom brand. The crest, the heart hammers, and the woodpecker extend the brand personality and reflect a friendly and fresh attitude.
The 'Custom Red' was chosen for its significance to French culture. Centuries ago, the color red stood for power, refinement and nobility. It was reserved for the kings and queens in Versailles, mainly because the color was so difficult to create. Most notably, in the French flag the color red symbolizes the sacrifices of the people and blood spilt during the French Revolution. And it can be found throughout the country's history: in the high heeled shoes of King Louis the XIV, on the lips every french woman throughout the 1940's and 50's, it can be seen flooded over the awnings and chairs of the best bistros in Paris, and in May, you'll find it throughout the countrysides of Provence that are blanketed with the famous red french poppy, the coquelicot.
The final touch added to the Billard Custom brand system was a 'tactile' one. Because every project is cultivated and designed by the hands and talents of Msr. Boucher, we wanted to bring texture, or textures, to the fore-front. The 'wood' texture that is flooded across the printed business system has been pressed into the cotton paper to give a raised and tactile feel. Letterpress and blind-debossing printing techniques were applied to add a sense of subtle richness and refined quality. The results are a new system that is flexible, personal, and rich, and reflects the refined talents of this artisanal construction studio.
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In 2008, KEEN launched the STAND Campaign, an initiative that was designed to raise awareness and motivate consumers to make considered choices around sustainability.
The design language sought to promote and speak to 3 broad consumer groups: creatives, outdoor athletes and activists. The final design was created using raw, natural materials, utilized illustration collages along with an uplifting brand voice. STAND provided inspiration of real people taking a stand in creative ways, of getting others into the outdoors and of people who sought to protect the environment.
Created while at Forty Forty Agency.
Senior Design Director, 2004-2011
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Original photography created for the new expansion wing on the Campbell's Campus. Working with a remote team, I co-managed and art directed the scene creation, talent, and day-to-day onsite parameters for the photoshoot, as well as the subsequent image library collection. In collaboration with Anthem, Worldwide.
Shoot Producer + Art Director. All original photography.
Created while at Forty Forty Agency.
Senior Design Director, 2004-2011