Objective: Transformed a 35-year-old brand, introducing a modern color palette and refreshed content strategy to support cutting-edge product launches.
Role: Led Art Direction, Brand Strategy, and Creative Development
Result: Drove a significant increase in marketing-driven sales within the first quarter of launch.
Objective: Rebranded and designed packaging, website, and high-quality product photography, optimizing the brand for e-commerce and brick-and-mortar retail worldwide.
Role: Led Graphic/Web Design and Photoshoot Production
Result: Strengthened retail presence, driving increased sales and positioning the brand as a leader in electronics. The rebrand was honored with an Art Directors Club of NJ Award for excellence in brand transformation.
Objective: Develop quarterly themes for National Geographic/PNY and design multilingual micro-websites featuring downloadable content such as photos, maps, ringtones, and more for a global audience.
Role: Lead Graphic & Web Designer
Result: Boosted global engagement with themed content, solidifying PNY as the flash memory choice for the National Geographic Emerging Program.
Brand Campaign · Creative Direction · Film
Led creative direction, talent selection, location scouting, and art direction for a national brand awareness campaign celebrating the meaningful relationships between hairstylists and their clients. The commercial aired on the History and Discovery channels and was featured in Times Square.
Objective: Preserve and publish a lost 1960s manuscript by poet Alan Russo, honoring his legacy and introducing his work to new audiences. Collaborated with a team of editors to authenticate, refine, and contextualize the text.
Role: Creative Director, Editor, and Publisher
Result: Revived a significant literary work that earned acclaim from literary and academic communities.
Objective: Create cohesive and engaging design materials for an annual client conference, ensuring consistency across all touchpoints.
Role: Creative Developer & Graphic Designer
Result: Attracted 400+ attendees and enhanced the experience through visually engaging and easy-to-navigate materials.
Brand Identity · Creative Direction · Packaging Design
Developed a complete visual identity for a holistic spa, from logo design to branded collateral, exterior signage, and retail packaging. Extended the brand into skincare with the packaging design for Botanic Ritual, the spa's signature facial oil.
Objective: Redesign and develop the UI/UX of Millennium Online Booking to be mobile-friendly, integrate a white-label branding component, and enhance overall functionality and features.
Role: Creative Developer
Result: Increased online appointment bookings by 76% in the first quarter, processing over $5.5 million in services.
Objective: Preserve and publish a lost manuscript by poet and musician David Bearden, honoring his legacy and introducing his work to new audiences. Collaborated with a team of editors to authenticate, refine, and contextualize the text.
Role: Creative Director, Editor, and Publisher
Result: Revived a significant literary work that earned acclaim from literary and academic communities.
Objective: Revitalized the salon’s brand identity by refining overly feminine elements to achieve a balanced, modern aesthetic.
Role: Art Direction & Brand Strategy
Result: Elevated brand perception, earning positive client feedback and increased engagement.
Objective: Publish Natalie, a literary collage by Robert Dumont exploring the life and legacy of Beat Generation muse Natalie Jackson.
Role: Creative Director, Editor, and Publisher
Result: Designed a 1950s-inspired book using rare Allen Ginsberg photographs and his handwriting for the title, creating a visually authentic tribute that honors Natalie and her place in Beat history.
A few samples of identity logos for various markets.
