Challenge Northwest Brand Refresh

Creative Direction + Illustration

I collaborated with Challenge Northwest to revitalize their brand identity and elevate the overall consumer experience. Challenge Northwest is a regional program that motivates and supports runners to stay active during the cold winter months, with event proceeds contributing to charitable causes throughout the Pacific Northwest.

Building on the community’s affection for the Yeti as a symbol of the PNW, this character was brought to life through original illustrations and custom typography. The refreshed identity strikes a balance between playfulness and credibility, creating an approachable and engaging look and feel. It stands out in its category by avoiding many of the typical PNW design tropes, while still embracing the region’s unique character in a fresh, ownable way. Supporting graphics and a versatile color palette provide a comprehensive toolkit for the brand to use across this vibrant, community-focused event.

Art Direction, Design

I spearheaded the Art Direction for the Amazon Pride float and associated merchandise. The overarching theme, "Disco In A Box," was brought to life through meticulous design detailing. Notably, the float showcased DJ MIM within a striking central DJ booth adorned with shimmering iridescent tiles, surrounded by over 20 disco balls cascading from oversized Amazon delivery boxes. The outcome was an eye-catching float that led the parade, garnering significant attention for the client while fostering an inclusive and celebratory atmosphere for all participants.

Art Direction

Assets designed to help introduce Aperol, an Italian liqueur, to the US market. I designed the overall look/feel and lead the team which implemented the look/feel across multiple platforms including digital, print, and consumer engagement. 

Design and Creative Direction

For ADVOC8's new gifting division, &drop, I spearheaded the development of its distinctive identity. This involved crafting a bold and playful brand image characterized by vibrant colors, dynamic shapes, and a lively tone of voice in the copy. With a focus on evoking joy and excitement, I designed original icons, stickers, and patterns to encapsulate the brand's essence and enhance its appeal as a destination for memorable gifting experiences.

Creative Direction
Art Direction

As the creative project lead, I collaborated with Audible to craft a distinctive holiday gift for their Creators. Emphasizing Audible's roots and community commitment, the project showcased bespoke gifts inspired by their hometown, Newark, NJ. Partnering with four artists, my team curated custom gifts and packaging for VIP recipients, each meticulously designed to capture the city's vibrant culture and essence.

Creative Direction, Art Direction, Design

With the objective to inspire and galvanize action among congressional attendees I orchestrated the creative and art direction for this pop-up experiential gallery hosted at the Senate Building in Washington DC. This event aimed at promoting US government funding to combat childhood malnutrition globally was sponsored by the Eleanor Crook Foundation in partnership with UNICEF. The initiative centered around a concept known as the "Hope Garden," symbolizing and celebrating the 7.3 million lives already saved through existing funding. The gallery featured immersive storytelling elements, utilizing both physical set pieces and digital videos to evoke emotion and engagement. As a secondary focal point of the space an oversized lenticular art installation was featured highlighting the impact of congressional funding on lives saved.

Design

Chemonics helps people all over the world and wanted to tell their story in a video short. For this project, to honor the diversity of those they help, stock art would not fit the bill. I created a cast of diverse global citizens to help tell Chemonic’s story with accuracy and authenticity.

As part of the innovative Charmin Van-Go project, I played a key role in bringing the first-ever mobile "on-demand" bathroom service to the streets of New York City. My contributions included designing the exterior truck wrap and internal art pieces, ensuring the brand's playful identity was seamlessly integrated into the experience. Additionally, I supported the UX design of the accompanying app, helping to create a user-friendly interface that allowed New Yorkers to easily locate and request the service, making it easier for them to "enjoy the go" while on the go.

Art Direction, Design

Kids want to feel like individuals, and like someone cares, and a little special too. Traditional programs that offer supplies and assistance to students can fall short on these points so we wanted to offer a back-to-school experience that raised the bar. We developed the Back-to-School Shop experience to provide students with the opportunity to shop with their family to make sure they get set for the school year with the supplies they really need and want. Leaning into existing Amazon in the Community activation assets I developed a range of custom icons and implemented them across multiple touch points to create a bold colorful takeover experience in our host community centers. Students shopped online for clothes from Amazon and picked out the supplies that caught their eyes from our pop-up store shelves.

Design

Concepts for a promotional video game consumer engagement tour for Capcom's Resident Evil 6. Each concept ties into the dark world of this third-person action/adventure video game. Consumers have the opportunity to test the game while interacting with physical elements that bring them closer to the in-game experience. 

Art Direction

Aurora invited top-tier analysts and investors to their facility located in Palmer, Texas to experience the next generation of trucking first-hand. While the cab of Aurora’s autonomous driver was a comfortable, modern place for attendees to experience, the only place available for the meeting, their gravel parking, lot was not ideal for the Texas sun and wind.

This meant my team had to build everything, literally from the ground up. We created a premium experience for investors and analysts from the morning coffee to their afternoon ride. As this was many attendee’s first experience with Aurora, we leaned heavily into their sleek, minimal branding to immerse each guest deeply in the Aurora brand.

Art Direction

Art Director and Illustrator for this imaginative brand campaign for InEight, a construction software solutions company. This campaign aims to inform consumers on ways the InEight software can help them avoid the unpredictable problem monsters they face from day to day.

Design

For the V8 Infused Water marketing project, I was responsible for both the conceptualization and creation of original illustrations. Leveraging elements from the fruit bottle illustrations, I crafted a series of captivating visuals that establish a vibrant and immersive world, tailored to resonate with consumers.

Design

Concept for a pop-up promotional consumer engagement marketing station for Snyder's of Hanover pretzels. Snyder's of Hanover wanted to promote its new pretzel line by highlighting their gourmet varieties and bold flavors. I created this upscale tasting venue to allow consumers to engage with the product in a premium environment. 

Creative and Art Direction

Audible asked ADVOC8 to take their end-of-year gifting tradition to the next level. They wanted to let their top contributors know just how deeply appreciated they are as members of the Audible family. Plus, they wanted the gift to embody Audible’s mission and values.

Since Audible is the home of storytelling, we created a gifting experience that made listening to stories a capital “O” occasion. We put together everything that recipients would need for a nostalgic fireside-chat inspired listening session and then we gave it a modern twist.

The gift featured a retro-style Crosley Montero bluetooth speaker, a cozy throw blanket with subtly chic Audible branding and two classically delicious treats: hot chocolate stirrers and popcorn on the cob. We packaged all four items in a custom box featuring a glowing design that offered a fresh take on Audible’s brand elements. We finished each gift with a special message of thanks and appreciation, and sent them out from our own fulfillment center to 717 recipients across 42 states and 6 countries.

The response was heartwarming, with Audible’s creators taking to social media to express their joy and excitement upon receiving a gift that made them feel genuinely valued.

Art Direction

Charmin sought to establish a pop-up holiday destination in Times Square, providing shoppers with an immersive "Enjoy the Go" experience. In collaboration with my team, we conceptualized and executed a distinctive environment offering visitors tailored spaces for their restroom needs. Highlights included the iconic Charmin Bears, humorously depicted "dropping logs" and exploring the planetary realm, including a playful nod to Uranus.

Art Direction

My pharma client wanted to launch their new global drug in a big way and ignite the {RA}volution. They wanted to build a buzz and create the vibe of an underground movement. The solution was a custom series of edgy street posters and brick to bring the {RA}volution to life. I also created supplemental print and swag to support the event.

Art Direction

For InEight's trade show presence, I conceptualized and crafted a dynamic booth designed to engage potential clients effectively. Rooted in a bold and contemporary aesthetic, the booth's design features industrial materials that resonate with the construction industry, aligning seamlessly with InEight's brand identity. From concept to execution, I led the design and art direction of the booth, incorporating digital screens to enhance the interactive experience and leave a lasting impression on event attendees.

Art Direction

Pampers National Roadshow “Camp Baby Care” Art Direction and Design includes logo, environmental and collateral design.

Design

Informational residential sales brochure designed for Veer Towers and The Residences at Mandarin Oriental in Las Vegas' City Center.

Art Direction

This high-energy brand takes inspiration from skate and street art.

Art Direction

Environmental branding for m&m’s 75th Anniversary launch party, 75th & m. We created an apartment for each m&m and invited the public to stop by for a party.

Art Direction

Design and Art Direction for custom Charmin-branded bathroom reading material.

Art Direction

Concept cover art for custom books featuring the Charmin bear family.

Design

Packaging concepts for Virgil Kaine Bourbon Whiskey. 

Creative Direction, Art Direction, Design

Collateral design for the Center County Women's Resource Center, a non-profit organization helping victims of domestic violence in Center County, PA. Materials aim to raise money for the center's expansion and continuing operations.

Design

Concepts for Service Brewing Company logo and package design. This new brewing company was created to honor and support the United States Armed Forces.

Design

Concept for Archway POS and overall 2014 campaign look. This campaign is designed to communicate to consumers that Archway has improved their home-style cookies.

Logo and signage design for Poseidon, a new multi-venue restaurant on Hilton Head Island, SC. Logos feature original type design.

Concept packaging and product development for men's cologne based on minimalist sculpture by Donald Judd.

Creative Direction, Art Direction, Design

Packaging for “Save Heritage Farms”, an online wine auction created by the American Farmland Trust. This auction benefits Heritage Farms, a co-op that is currently in danger of being overtaken by urban sprawl. Donors bid online for designer wine bottles and receive their item in this hand-crafted wooden crate.

Creative Direction, Art Direction, Design

Branding and collateral for Modern Wattage, an urban contemporary lighting store.

Creative Direction, Art Direction, Design

Board game design and development for original concept called Resistence D'ore where players must sleuth their way through World War II Paris to recover a stolen shipment of gold.

Design

Flyers to promote various acts which perform/appear at MIXX and mur.mur., two clubs at The Borgata. The design themes are trendy and fun. The flyers are typically representative of, but not tied to, the brand of the artist.

Various professional and student logos