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Known by the Nature's Soy name within select Asian markets, Keystone Natural Holdings was ready to extend its product reach to mainstream consumers by introducing a modern, plant-based protein brand. Post-acquisition, the “Franklin Farms” brand came to life, with a look and feel that simplified a complex message and unpacked the visual variety within plant-based eating. Veggies spin out into radial patterns, hero-ing actual plant ingredients inside the products. After all, seeing is believing.

From designing the logo to defining the "so not a dollar store" category, I shaped the Five Below brand from the start. In 2002, the previous owners of Zany Brainy toys had a big idea but needed a face for it—so George’s fit the bill. Quickly, Five Below's wild success and sheer volume of cool stuff outgrew the original store design, so I partnered with the brand on Version 2.0 too, adding chaos-busting categories and a fresh take. Today, Five Below has over 1,700 locations and offers an expanded take on buying power that’s still all about the Washingtons.

As the brand that invented the swim-in-place pools category, the Endless Pools legacy was assured, but its expression was fractured. We streamlined consumer and dealer web audiences into one solid online presence, created a comprehensive brand look and feel, and defined clear usage categories and benefit-driven product groupings. The outcome? Endless brand momentum.

There are two choices when debuting an internationally beloved retail concept at its flagship location: Option one, get ready fur all things Big Apple as you claim your destination on the NYC tourism circuit. Option two, explode the brand into a thousand new experiential directions all woven together with one common, kid-guided thread. Build-A-Bear chose both—and $3M worth of custom designed wallpaper later—a bigger, bolder, furrier Build-A-Bear experience was born at its 5th Ave. location.

With a new name and brand refresh, STUDIOetc had acres of event, exhibit, and marketing capabilities to celebrate. Education, entertainment, and squash bowling—all on the menu. With staggered arrivals, bringing everyone together for one ribbon-cutting moment wouldn't work. Instead, guests entered to find a sweeping display of custom red ribbons, with an invitation to cut through and rescue hanging swag in honor of the groundbreaking new brand. Next stop, the self-guided blue sign history tour or the buffet of sustainable materials? Exploration abounded.

The Koffmans enlisted their guests to help them tie the knot.

It only takes a minute to watch each video. And it only takes a minute to start a vital conversation that could help somebody cope with adversity.

In a move to expand convenience, access, and its customer base, AmeriGas seized an opportunity to put its own propane tank delivery service on the map. Instantly, the hassle of driving home with a tank tumbling around in the trunk became a distant memory. Cynch rolled out to needy backyard grills everywhere, with an endorsed brand architecture and a journey-based visual vocabulary in place. After its 2019 launch, Cynch entered 18 geographic markets and doubled its tank goal and budget by year one.

With an unstoppable growth philosophy, Penn Community Bank needed to educate people about how mutual banks make a difference. Neighborhood-inspired gridwork, meaningful iconography, and uplifting imagery connected a full range of campaign materials—including print, video, digital, and out of home. PCB captured additional market share with consumer audiences and commercial clients, and that sparked branch and territory expansion. Cue the "Here We Grow" moments for everyone.

Determined to reduce its footprint, Dansko is a footwear brand that treads thoughtfully. With a sustainable overhaul of its headquarters, Dansko carved out a massive outlet location inside its green-roofed, LEED-Gold certified space for the brand to solidify its retail presence. Between poured, polished concrete floors and the elegantly sloped ceiling structure planked with local timbers, every fixture and function used sustainable design materials and methods to establish a retail identity, signage, displays, messaging, and experiential branding.