We3 Films is a small, independent production studio located in Atlantic City, New Jersey. I was tasked with building the new brand for the studio, starting with the identity design based on their new name.

We3 Films is based on the idea of collaboration – a team built with two founders + their collaborators. I started with a logo exploration, and narrowed down options to focus on a version that was clean, modern, legible and functioned well across platforms. The selected palette was multicolored, bold, and brilliant, representing a diverse audience and subject matter.

Design explorations were built through digital, social and offline to further define how the brand would function across platforms. A clean, minimal aesthetic was defined to keep the focus on the content, but keeping the layouts impactful through the bold, diverse color palette and implementation of the graphical elements from the logo.

Role:
Creative Direction
Art Direction
Design Production
UX/UI Design

For the 2020 presidential election, I collaborated with a team at Wondros and Hawkfish(a US political data and technology-based agency) to create highly targeted digital campaign concepts to be released during the election. 



The targeted audience for these micro campaigns were 18-35 African American males located in specific regions across the U.S. Our approach was to create a wide variety of campaign concepts around this specific audience and data, through targeted ad buys across various social channels and YouTube content.

The goal was to bring awareness of the upcoming election, remind the voters do their research and vote for the candidate that backs their views.

Ideation
Art Direction
Design Production

In 1995, two of the premier case companies joined forces to become the go-to destination for custom protective cases across a wide range of industries, Custom Case Group.

In collaboration with the team at Echo-Factory, I was tasked with building a new look and feel and user experience for the Custom Case Group website, as well as define a content plan and video assets that could be leveraged for the website and other social channels.

Role:
Art Director
UX/UI Design
Production Design
Creative/Content Strategist

Logo created by Carl Custodio

Alkegen is a global leader in developing and providing high-performance specialty materials designed to positively impact the environment by saving energy, reducing pollution, and improving fire safety for people, buildings, and equipment.

In collaboration with the team at Echo-Factory, I was tasked with building the new Alkegen brand from concept to completion – based on the new merger of two global companies, Unifrax and Lydall. This included logo exploration, presentation and selection, brand look and feel, an 80-page brand guidelines deck, website build, and trade show booth concepts. Among other various client asks related to the brand launch.

Role:

Creative Direction

Art Direction

UX/UI Design

Production Design

Strategist

Top-ranked tennis pro Marin Cilic requested a personal website that reflected the dual nature of his interests and values as an athlete and his humanitarian work.

I was in charge of defining the branding, website concept/strategy and UI/UX which focused on these values and interests. A bold, complementary color pallette was defined in which each primary color was associated with his dual interests.

Marin’s current tennis schedule and news reports were included as a primary function, along with his personal history. Also included as a parallel function was an introduction to his foundation and methods in which to donate to the foundation.

Website:
http://marincilic.com

Role:
Art Director
UI/UX designer
Brand development
Concept/Strategy

OkiOki brings honesty and transparency to the mattress industry. While many companies in this space claim to offer affordable, high-quality mattresses, OkiOki intends to show what true affordability + quality look like. 

OkiOki believes that a mattress for everyone, is a mattress for no one. This core tenet has led to a personalized sleep analysis, ensuring the mattress you receive is customized to perfectly fit your unique needs.

I was tasked with defining the brand from the ground up. I worked with the agency team and clients to define the brand guidelines deck, website build, digital and social strategy and creating all collateral materials for the brand, on multiple channels.

The team also collaborated to define the product design itself and its corresponding packaging/labels.

Website:
http://okioki.com

Role:
Art Director
Creative Director
UI/UX design
Creative Strategy
Social content creation
Packaging/product design

Verado is a platform that connects users to luxury items and brands for resale and purchase. Allows for sellers to create a profile within the platform and connect directly with potential buyers, with a clear, easy to use interface connecting the user directly to the product and brand they desire.

I was tasked with building the brand and website for this new platform. Deliverables included a logo design, initial brand guidelines, color palette, iconography, brand strategy, and a fully responsive e-commerce platform from concept, wireframe and design.

Role:
Creative Director
Art Director
UX/UI Design
Production Design
Project Manager
Strategist

I have had the opportunity to work with Microsoft on a few occasions. I have worked with Microsoft Store, concepting, directing and producing content for their social channels.

I have also assisted in UI/UX design for microsoft.com, concepting, design and production of various pages on their site.

Role: 
Art Director
Content Strategist
Photographer
Production Design
UI/UX design

There has always been lots of work that ends up on the cutting room floor in my biz, usually going through 5 or 6 versions of an idea before settling on the final. I came across a brief opportunity recently to create branding for the The Oscars 90th Anniversary. I believe they felt they needed a bit more exploration before moving forward with their chosen option, which they had previously created internally. But, as they say in the movie biz, it was an honor just to be nominated!

I wanted to sell in a concept that focused on the amazing content, people, and creativity that filled those 90 years of cinema. I presented a concept that was ever-changing, a logo that featured this content in a new manner every time they saw it.

Note: "The Oscars" logo is an existing logo, I was tasked to create the "90th anniversary" portion to work along with this logo.

Role:
Branding
Ideation
Design
Production

Tadpole is a premium video platform that creates and curates informational content for expecting mothers and young families.

I was tasked with building the brand and website for this new platform. Deliverables included a logo design, color palette, photo/video style, storyboard template, iconography, a complete brand guidelines deck with social guidelines and strategy included, and a fully responsive website build from concept, wireframe, design to completion.

Role:
Creative Director
Art Director
UX/UI Design
Production Design
Project Manager
Strategist

National Geographic teamed up with American Express, Partners in Preservation and Day One Agency to help promote the National Parks across the nation and celebrate their 100th anniversary. A hashtag was defined to leverage sentiment and extend the reach across multiple channels, #voteyourpark.

20 National Parks across the nation agreed to take part in a race to gain $2 million in funding by allowing the public to vote for their favorite park. In order to do so, we needed to spread the word to bring awareness to the campaign and get the people voting. 

I was tasked to define the branding and messaging and create a social/digital campaign that promoted the hashtag. Campaign assets were needed for each park in order to leverage them on their own social channels. We created a series of posters based on the WPA(Works Progress Administration) illustration style that the government originally created to promote the parks almost 100 years ago. We also defined a month long content strategy that seeded out these assets through various organizations and channels.

The results? Over 1 million votes were cast in support of our nation's parks.

Role:
Art Direction
Creative direction
Illustration
Design & production
Branding & Messaging
 

Get Old, a program that celebrates getting old and works to erase the stigma around aging and the elderly. Four people of various ages were selected to tell their story about how they want to get old. Video content and billboards were created around these stories. Users can add their story and read articles about aging well at GetOld.com.

Role:
Art Direction
Creative Direction
Strategy
Branding
UI/UX design
Design & Production

Macallan gave us the task of extending the reach of their new campaign and create noise around the brand.

Our main concept was based around the idea of distractions. In today's society, we have an information and content glut, we are tied to our devices, relying on them to give us our daily fix of news, gossip, entertainment, noise. We are distracted from the real world around us and would like for you to turn off, sit down, have a drink and experience the real world, real conversations, reality.

With this concept, we wanted to help the audience cut the cord and make real moments happen outside of their newsfeed. The Room 6 app puts the power of time back in your hands and opens up the possibility of real life moments.

Role:
Art Direction & design
Production
Strategy & Concept
 

I had an opportunity a while back to take a little road trip across the U.S. I was living in New York at the time and was getting pretty homesick for my home state of California. 

During this time, I noticed in my industry that many companies were veering away from traditional advertising in favor of honest, engaging, fun, shareable content created on a daily basis. I wanted to explore this format for my own personal brand by telling a story documenting a turning point in my life. 

I decided to take a month long cross country road trip and document my experiences, thoughts and inspiration in the form of writing, video, photography and illustrations. I serialized the content by releasing one post per day, creating a storytelling aspect to my travels that my friends can tune in to on a daily basis.

 YouTube

YouTube wanted to create brand advocacy through engaging the top content creators on the platform and giving them a token of their appreciation.

Day One Agency came up with an idea that recognized the creators' art and the impact they have made. They went to their actual fans of the content to share positive comments from the creators' videos, in order to help inspire them to keep creating. And of course, show them how much they are loved and appreciated. 

Many popular illustrators were hired to create an original portrait of each of the over 150 creators that the book would be sent to. The portrait of the creator would be featured on the front cover of the book.

I was tasked to define the branding, design and structure/flow of the book, as well as create impactful packaging to bring an element of surprise and delight to the creators.

Role:
Art Direction & design
Branding
Planning, structure & strategy
Production design
Project Management

I was tasked to create a 360 degree marketing campaign for Homejoy, targeting their LA market. The campaign was to be seasonal, launching on the first day of spring in Los Angeles, I was asked to define the concept around these boundaries.

One major hurdle of this project was the deadline. The entire campaign was to be concepted, produced, and launched within one month. Knowing this, a photo or video shoot was out of the question and stock photography would be too general for their needs. So I defined the concept around a simple graphical style based around short, impactful headlines and iconography.

The concept was based around this idea: Homejoy will give you more time enjoying the things you love to do and less time worrying about your home. Homejoy had purchased 20 billboards throughout LA, so I wanted to create a series of 4 billboards around this concept with a different activity on each billboard, and the payoff line being, “More Spring, Less Cleaning”.

Role:
Art Direction & design
Production
Strategy & Concept

Highlights from 3 months of content creation for Revlon's online presence.

Role:
Art Direction & design
Production
Strategy & Concept

For the upcoming Adobe Summit event, Adobe requested a shareable, social component integrated with the event experience. Working with Razorfish, multiple concepts were proposed, but we decided on a concept that would add value for the company in the longer term, something that could be repurposed for future Adobe events and enhance the experience overall. We called this experience "Summit Alive".

A living, breathing heartbeat of the Summit, visualized through shareable content and data, streaming live from event attendees and speakers. This heartbeat is formed in real-time, living on a timeline and color coded by industry.

Unique and measurable data points are gathered throughout the span of the event, that can be leveraged to define conference trends which the attendees and Adobe itself can leverage in the future.

Through this content curation platform, Adobe is positioned as a brand with unique, timely and engaging content, and on the forefront of industry trends.

Outside of events on the microsite, the heartbeats are turned off with exception of the Adobe wave (since this is content they can control throughout the year). The microsite evolves into a newsroom of sorts, which tracks trends in the industry through news articles, social content collected from fans of the brand, and Adobe news and social content.

Role:
Art Direction
Strategy & Concept
Branding
Design & Production

Shape What's To Come is an online community where women around the world could connect with peers and mentors to share their goals and dreams, inspire each other and grow.

Role:
Art Direction
Strategy
Branding
Design & Production

Hemophilia Lead, a program that gathers thought leaders and mentors from around the world to assist in creating a community around young men with hemophilia.

Role:
Art Direction
Creative Direction
Strategy
Branding
Design & Production

Highlights from a year as Art Director for the Dove Social media program

Role:
Art Direction
Creative Direction
Strategy
UI/UX design
Design & Production

The AIGA San Diego Y-Conference is a two-day design conference held annually in San Diego. Well-known designers from around the country are invited to speak on design related topics.

Role:
Art Direction
Strategy
Branding
UI/UX design
Design & Production

The official website for Go Red For Women, a program designed to provide support and guidance for women suffering from heart disease and heart-related ailments. The site redesign was built around the concept of continual content curation, serving up fresh, inspirational and informative content daily. Sponsored by The American Heart Association.

Role:
Art Director
UX/UI Design
Production Design
Strategy

Road Trip Nation, A program where customers are involved in the creation of content while on the road, sharing stories, photos and videos on an ipad in the rental car. This content can be viewed through an online hub.

Role:
Art Director
UX/UI Design
Production Design
Strategy & Concept

Marshalls Fabulous Found, a digital/social campaign concept focused around defining that fabulous moment when you find that one perfect outfit.

Role:
Art Director
Branding
UX/UI Design
Production Design
Strategy & Concept

An extension of OreIda's "Imitaters" campaign, The Search For The Imitaters is a film noir style mystery that allows the Oreida facebook community to catch each "Imitater" based on hidden clues found somewhere online.

Role:
Art Director
Design
Strategy

Copy by Kristen Diederich

All men live by an unofficial set of rules. What are yours? Fun, shareable content created by the Dove Men + Care community.

Role:
Art Director
UX/UI Design
Production Design
Strategy

How much water would you save if everybody started showering together? Start Showerpooling and find out!

Role:
Art Director
UX/UI Design
Production Design
Strategy

A west-coast based stone veneer manufacting company for residential and commercial use.

Role:
Art Director
Production Design
Strategy & Concept