Goldwaves Salon rebrand, exterior signage, exterior paint colors, in-house merchandise, and social media content creation, curation, and scheduling.

This project was to research, concept, and create high end products for a real estate development company to sell in their proprietary businesses.

The project included 20-25 options per development, but these few selected, highlighted me taking their branding to a different place.

I did not create the branding, the color palette, or the illustrations. I utilized their assets to create artwork that would be suited for each product, which sometimes included new layouts. i.e bandana

I created this Rangoli graphic based on many symbolic elements of the Diwali Holiday. There was a lot of back and forth with the region making sure we were being relevant to the culture and customer. The first two images are the final graphic. The last was another idea that was WIP that I liked as well.

This is a pro-bono job that I took on after I started reading the website and talking with Michael from the foundation. BHP is a school with a goal to change the face of the Kibera (Nairobi,Kenya) slums through education. When I contacted them they had a website and a facebook page to help raise awareness and funds for a new school building. What they didn't have was a logo. Here is my exploration on a new logo that reflects the people and the foundation.

The colors came from the children's red and white uniforms. The type treatment was inspired by layers of necklaces that people in Kenya wear.

I’ve included how the branding would look like on their website and instagram. I also included a t-shirt that could be ordered to help raise awareness.

The final image are a few other explorations I went through.

These Moth + Beetles were designed for the 2017 women’s print and graphics for handbags and jewelry. I created the direction with the approval of the product’s creative director. I illustrated the moth + beetles and did a few computer comps to get the idea down. Then the print and graphics team took it further into execution incorporating them into leather stickers, kinetic key fobs, all over patterns and placement graphics.

I was the assoc. creative director on this project as well as the designer for the branded logo heritage print. We were trying to make a non-seasonal notebook assortment that could be unisex as well as in the line for a full year.

I created the heritage pattern with vintage logo as well as some new designed logos . I printed out each logo and drew over them with a felt tip marker, scanned them back in and recreated the pattern.

My job at this time was to concept what the seasonal photography campaign would look like and evoke for the brand. I would work with our VP and create the overall mood board for the season, determine where we would shoot the campaign and location scout where we would shoot. This creative direction would set the direction for all channels including catalog, digital, and stores.

For this Holiday campaign I also came up with the tagline in a brainstorming session with our marketing partners.

This Ramadan graphic I created in about a day was based on a window design I found in the culture’s architecture. The holiday is celebrated at night so I went with shades of blue and then gave it some sparkle with a metallic silver where ever I could use metal or metallic foil in the design.

The graphic was designed as a poster, and incorporated into packaging and store window designs.

I have been volunteering with Catchafire for about 9 months now. This project came from Greater Pittsburgh Community Food Bank. Each year they offer their volunteers a thank you gift. This year they want to double down on promoting sustainability and the food pantry with a eco reusable tote. The graphic I created is simple, happy, fun, and reemphasizes that it is a celebration of the food bank with the banana illustration. The banana illustration was also perfect not only because it is edible but it is a nod to the Pittsburgh native, Pop Art Artist Andy Warhol.

This pattern was created from vintage Fossil graphics as well as new ones. All graphics were printed out, redrawn, and then rebuilt to give a cohesiveness to many different eras of Fossil design.

The pattern was originally designed for a year round graphic that could be used online, in stores as well as the exterior of stores such as barricade walls. In addition the design has been adapted Into product designs as well as packaging.

Vintage Fossil graphics: Fossil Art Dept

This is the new creative for The Watch Bar. TWB is a destination in the store and online for the customer to choose their own watch case, dial, strap, etc. The creative included new branding, menu, and how-to signage.

This was a project where I needed to create 3 icons and 3 patterns based on a trend idea that I thought was emerging in the market. I created this in late 2017 for Spring 2018.

Plant Lady is all about the person who has a special relationship with gardening. She/He plants it, grows it, wears it, crafts it. It's their natural anthem. This person may or may not have a green thumb, but they are true fans of all plants. Peaches, succulents, and tropical leaves, and aloe vera are their spirit animals.

This project was to design two new signs for the new “Maker” concept store in Toronto. The idea is it’s like a “Genius Bar” but this would be not only to repair and onboard your tech devices, but to customize your product.

The Custom Shop was one of the names that I came up with, but also had to run by legal to be vetted. The sign is made our of denim with a white screen print, and the scissors are embroidered yellow thread.

For the Service Station, I also came up with the name and vetted it by legal. This sign was supposed to be made out of maybe just metal but with the research that I found and presented I convinced the visual director to love Neon! The sign is based off a shape from another vintage sign I found online. I added the dimension in the middle to protrude from the top and bottom.

The project got a little bigger with the addition the scheduling screen. Each button needed it’s own type treatment and there needed to be a home page which I created as well to sit back with the Custom Shops design treatment.

I was the ACD for this project. The influence of the bottle design was to mimic vintage liquor decanters. The topper design was inspired by mid century modern wood stools to bring a modern vintage vibe to the entire piece. Since the company had never done fragrance before this was a learning experience on all accounts. We worked with a third party to produce the juice, bottle, and packaging.

Another learning was the naming of the fragrance. We went through several rounds to get past legal, because the fragrance was to be distributed in more than North America.

Design and additional art direction: Fossil Art dept.

This is the design for the 30th Anniversary logo. I was the art director on this job and it went through many rounds by a couple of designers. Overall the design has a vintage vibe, reflects the origination of the company based in watches, and the color was a color that they keep going back to.

The pattern design had a few inspiration points and was designed as a system that could be designed into many different layouts or needs. The imagery in the pattern was based on the current, at the time, graphics as well as some of the original imagery from the brand.

This was used globally, in store visuals, digital, print, packaging, etc.

For this Summer campaign the accessories and apparel really had a cohesive bohemian vibe, so Marfa,TX was the perfect backdrop. I created the photography concept for the domestic and international campaigns as well as had a heavy hand in researching and identifying the props. I photo art directed the international campaign which was focused on black and white only product and therefore chose to do black and white photography.

This was Mother’s Day creative that I ideated based on some of the type that was included in the women’s product graphics. The final execution was a hybrid between 2 of my concepts. This creative was used in digital and stores for regions celebrating Mother’s Day at this time of the year.

Each season I would concept the direction for the men’s and women graphic and print direction. For this summer season we went heavy into cacti for both genders.

I art directed this video which purpose was to highlight graduation gifts for men and women. The idea, which came from our awesome intern that semester, was about paralleling graduation with a dog agility course graduation. Almost everyone loves dog’s and putting them next to product and weaving in and our makes the spot even more engaging.

This season the product brand team came up with Agnes Martin and Origami being the pin points of inspiration. I directed all of the print and graphics team designs to make sure they were brand right, that we kept consistent storytelling, and that the illustrations kept at a high lever or each execution.

For this Fall print and graphic package the product brand team gave us a camping and paint by numbers theme. From there we pulled inspiration to bring the inspiration to life.

My job was to make sure that the designs were at a high level, consistent throughout the collection, and the designs were utilized further than just the product. Some of these designs were transformed into other gift designs, store visuals, and digital assets.

Two shoots, locations, and imagery came out of this creative. This first shoot was at Flora Grubb Gardens in San Francisco. It was more of a celebration of Spring and everything that blooms. The second was in L.A. on a rooftop of an apartment building. The idea was that the temperatures are rising and it's time to get out and socialize with your tribe. Together the whole season was called "Garden Party."  I did the research, concept, and went to San Francisco and L.A to scout locations. I also found the main women's model in a magazine and then tracked her name down.

This creative was based on one of my general promo explorations for store signage, emails, etc. Keeping it simple with a bold vintage style graphic shape, tactically catching the customers eye with a bold color choice.

This was an illustration project for the Fossil brand’s blog. The ask was to help communicate styles of sunwear based on the customer’s face shape in a very summery way.

For this Fall season I came up with the concept that Back to School was all about pencil. Print, graphics, catalog, stores all rallied around the iconic pencil. This included adding in a few proprietary pencil products. This one I art directed and helped produce. We started with the brand’s iconic tin packaging but this time in a cylinder form. Keeping wit the brand’s vintage vibe the designer created a beautiful vintage pencil packaging design. Then we had to go back and forth with the factory to make sure they had the correct amount of colors and quality to make the product top notch.

A little graphic voting!

I researched and concepted the holiday global lifestyle and product photography. The concept was all about going home for the holidays, the vintage transportation of trains, and all in all having a festive creative holiday to get there. In addition, I researched train stations in North and South America, did the location scouting, and was on the team that came up with the tagline copy. For this season my tagline was chosen as the tagline for the campaign that spanned packaging, international retail and wholesale print, web, and video.

This idea was for the men’s product team. The overall theme was a surfer vibe, but the team was looking for something more conversational.

The idea came to me as I was about to fall asleep one night. I thought it was hilarious and texted the designer that was working on the project. She thought it was funny but then when she hadn’t done anything on it for days I said I really want to see something around this. She finally got to it and what she created was even funnier than I could imagine. Two heads are better than one.

Here is the set of the 3 summer patches. Below are two executions for the tiger shark patch.

Social media animated gif for a hair salon client.

Art direction for brand right tech graphics. Tech cases never looked so analog.

To give the store a more festive assortment additional products were requested with the Holiday print and graphics. I directed the coasters and notecards that were available in store and online.

Print and graphics created by the Fossil Art Dept.

Art direction for the illustration incorporated into Spring web, catalog and stores.

I researched and connected this idea as one of a “Gift with Purchase” items. I worked with the art dept on the design and the production department to make sure it abided by correct guidelines, was of good quality, and came in on budget.

Art directed the Holiday Gift Packaging kit. The illustration was based off of previous illustration style that I established from the product graphic direction.

This promo was created for the global customer and was translated into many different languages. The pieces here include email, in-store easel, and in-store tent card.