Complete brand strategy makeover of cosmeceutical skin care company, from the brand up. Worked onsite to conduct thorough discovery process, developed clear brand architecture, naming, identity and product strategy.
Simplified core company naming to PCA SKIN to leverage existing equities, claim a clear market territory and clarify product offerings. Adapted logo and all collateral to reflect these changes.
Re-positioning, product development strategy and packaging design of entire product suite, along with the creation of multiple advertising and PR campaigns. Recently retained to develop direct to consumer strategy, approach and campaigns, plus new DTC product launch.
BRAND & LOGO DEVELOPMENT
A selection of brand and logo development projects I've led, involving brand strategy, logo design and digital experience evolutions.
As part of a larger brand evolution strategy while at American Greetings, recommended owning the power and equity of their existing "rose" by using it as a stand alone mark.
While serving as Executive Creative Director for CNN Digital, I presided over multiple award-winning (including Gold from Society of Publication Designers, Gold Webbys and The Peabody) projects including 2008 Elections, the re-branding and re-design of all domestic and international CNN.com sites and the iPhone app.
Also led mission writing, brand strategy, multiple logo designs, mobile, apps, blogs, and a re-imagined cross-platform video experience.
Led a collaboration with Facebook to co-invent "the news feed," used for the first time during the inauguration, and on Facebook Connect, which world premiered on our homepage.
Cultivate, ideate, design and build original, engaging cross-platform digital products and experiences while guiding the UX, design and development teams through delivery.
Collaborated closely with C-suite and T-suite executives and a wide range of editorial, video, design teams, launched a new video viewing experience blending live linear TV streams, video on demand and interactive social community. Brand strategy and design of an original content channel and 16 new shows: SHIFT by MSNBC.
Led collaboration to envision and bring to life a suite of native apps incorporating social newsfeed and "TV everywhere" video viewing, personalized and synchronized with the core site experience (revamped product suite to launch Q3 2016).
BERKSHIRE NATURAL RESOURCES COUNCIL
Berkshire Natural Resources Council (BNRC) is a non-profit land conservation organization working throughout the Berkshires in Massachusetts to preserve threatened lands.
Complete 360-degree strategy, design and creative evolution for BNRC’s marketing and brand platform.
The identity, naming positioning and expression of all company communications were audited, consolidated and aligned; a new brand strategy was developed to affect maximum reach and impact with its core customers and in the marketplace. This involved the design and execution of new logos, trail signage, marketing collateral, advertising campaigns, billboards, videos and a new website.
A sneak peek at some work in progress and recently launched products, including: evolving the fashion label Farinaz Taghavi from local Seattle designer to an international brand (Farinaz), complete with a working atlier storefront and a global e-commerce platform; branding and digital presence for Alfagia di Volterra, a truffle import company in Italy; River + Grange, a new brand platform and packaging for a campaign to export wild Asian Carp from the US to China (where this product is considered a premium delicacy); Workparent, a networking and support platform for parents who work; and the rebrand of the film production house, Underdog Films.
Personally developed CPG concept involving a suite of sparkling wines contained in very unique packaging and customer experience: illuminated bottles and glasses. Currently developing production and distribution/launch timeline.
AMERICAN GREETINGS / CARDSTORE
Complete brand strategy and UX design makeover of American Greetings' custom, print-on-demand card property: Cardstore.
Worked onsite to conduct intensive short term discovery process, develop and gain consensus from execuctive stakeholders a re-invigorated brand architecture, promise, personality, logo and voice.
Launched aligned UX strategy across all digital, print, packaging and marketing touchpoints, including mobile and tablet apps.
Provided brand strategy for the overall American Greetings brand evolution, with recommendations to energize the overall presentation, owning "the rose," and a redesigned responsive site.
Starting with studying fine art and illustration, why not continue to have fun with art? I still actively practice image-making, whether art directing photo shoots, taking on editorial illustration assignments or for personal projects.
A first adopter of Instagram, I'm still definitely in the habit of making frameable art snaps.
Using my education in fine art and illustration background, still actively practice image making, whether art directing photo shoots, taking on editorial illustration assignments or for personal projects.
Self promo video highlighting a few creative transformations I've done...
From the archives
In a long career of creative direction within agencies, in-house and doing private consulting I've had the privilege to collaborate on a range of clients and industries in both short and long-term contract positions, providing both creative strategy leadership and hands on design.
Clients shown here include: Ancestry, Bloomingdales, Hallmark, Nordstrom, Microsoft, Maybelline, Nike, American Greetings, McKinsey, Cardstore, PCA Skin, Generations Network, happygreenbee, Fast Search and Bodum.
Most of these assignments have involved significant onsite management and team building presence.