A sneak peek at some work in progress and recently launched products, including:
• Upcoming launch of CBD Skincare line Avér, from brand development, naming through all elements of consumer and retailer touchpoints
• Evolving the skincare brand Trilipiderm, from platform through marketing and packaging
• Various redesign of residential properties in San Francisco and Jackson Hole, WY, including the creation of custom artwork
• 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, packaging design 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
• Rebrand of the film production house, Underdog Films
• SUPERBETTER AT WORK, Brand identity, design system and marketing communications for a corporate wellness solution based on the concept of Gameful Resilience (by Jane McGonigal, NYT bestselling author and popular TED Talker)
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 VP Executive Creative Director for CNN Digital, I presided over a cross functional UX / Design team responsible for multiple award-winning projects, including 2008 Elections, the re-branding and re-design of all domestic and international CNN.com products and first iPhone app. Awards included: The Peabody, Gold for website of the year from Society of Publication Designers, and several Gold Webbys.
Led the adoption and integration of social media platforms (previous to this effort there were none), including Twitter, Facebook and a redesigned iReport, the citizen journalists community of CNN.
Also led mission writing, brand strategy, multiple logo designs, product development, mobile, apps, blogs, and a re-imagined cross-platform video experience.
Led a UX collaboration with my design team and Facebook engineers to invent "the news feed," used for the first time during the inauguration, and on Facebook Connect, which world-premiered on our homepage.
Complete brand strategy makeover of cosmeceutical skin care company, from positioning through execution. Worked onsite to conduct thorough discovery process, develop team, rebuild brand architecture, naming, identity, marketing and product strategy. This process created a global-class brand, resulting in a recent sale of the company to Colgate for 400M+
Simplified core company naming to PCA SKIN to leverage existing equities, claim a clear market territory and clarify product offerings. Adapted logo, packaging and created new collateral to amplify these changes.
Recently re-engaged to develop direct to consumer strategy, approach and campaigns, plus new DTC product launch.
COMCAST: NBC UNIVERSAL
Led the UX and Design team to ideate, design and build original, engaging cross-platform digital products and experiences while guiding the development teams through delivery.
Collaborated closely with C-suite and T-suite executives and a wide range of editorial, video, and production teams; launched a new video viewing experience blending live linear TV streams, video on demand with interactive social community. Brand strategy and design, including onscreen and sets of an original streaming content channel with 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.
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 creating a design system including new logos, trail signage, marketing collateral, advertising campaigns, billboards, videos and a new website.
SUPERBETTER AT WORK
Complete brand strategy makeover of a corporate wellness company, from the platform up. Worked with internal team to conduct thorough discovery process, developed clear brand architecture, naming, identity and product strategy, followed through with all design executions.
Simplified core company visuals to leverage existing equities, claim a clear market territory and clarify product offerings. Adapted logo and all collateral to reflect these changes.
Re-positioning, visual strategy and redesign of entire marketing communications suite, along with the creation of a distinct imagery style, social media campaigns, trade show presence, collateral, and website.
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.
ART / ILLUSTRATION
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.