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aetna It only takes a minute series
2022
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.
Creative Direction | STORYBOARDING | Script writing | NAMING
cubesmart
2022
The storage industry seems functional—until you uncover the deep emotional investment people have in the things they store. Customers arriving at CubeSmart's 1,200+ US locations are often facing life upheavals, big moves, and tumultuous times—and they all want the reassurance of a clean, friendly, and secure self-storage destination. Leading with “more heart” as a unifying principle, we built emotional connections across signage, video, social media, internal brand communications, and out of home. Heartfelt storage stories emerged, and CubeSmart reminded all that it’s what’s inside that counts.
Creative direction | Brand Strategy | art direction | copywriting | design
AmeriGas
2022
As the leading US retail propane supplier, AmeriGas keeps households and enterprises running across the country. But the brand was stuck on "the how"—showing tanker trucks on highways instead of emphasizing the important role AmeriGas plays in the day-to-day lives of customers. Enter propane that’s pro-you. As an organizing principle, external tagline, and creative platform—the pro-you energy shifted the entire brand, placing customers at the center. With a clearly defined brand strategy, AmeriGas built on established strengths while identifying a decisive way forward with a powerful commitment to customer service.
Creative direction | Art direction | Copywriting | Storyboarding
eatZis
2022
As the wafting smell of oven-fresh artisan bread hints upon entrance, eatZi’s is a gourmet marketplace that offers exquisitely fresh, chef-crafted, take-home meals. With its Chicago flagship site opening, eatZi’s needed to communicate their unique offering of gourmet ingredients and do-it-for-you meal prep while breaking through in a food-savvy location. The mission was to preserve the brand's whimsy with light-hearted illustration and wordplay but add visual energy, storytelling visuals, and an inviting store design that beckons to consumers while informing them of all eatZi’s has to offer.
Creative direction | Art direction | Copywriting | DESIGN
VAlley Forge DNC Mailer
2022
The Valley Forge area in Greater Philadelphia is a place where revolutionary history is made, whether that means at the start of America, or at the 2016 elections. Delegates to the DNC were invited to immerse themselves in everything Valley Forge had to offer—from the fairway to its Patriot Trail.
Creative Direction | Art Direction | Copywriting | Design
studioetc fall event
2022
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.
Creative direction | Art direction | Copywriting | Naming | Design
endless pools
2022
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.
Creative direction | Art direction | Copywriting
armstrong greenbuild bus
2022
Getting behind the wheel of a fully biodegradable, to-scale 1968 VW bus is double-rainbow levels of groovy. To celebrate the 10-year anniversary of their Ceiling Recycling Program at the 2009 GreenBuild show, Armstrong wanted to build green from "flooring" to ceiling. From bumper to bumper, we used structural material that was recycled, recyclable, repulpable, and printable on both sides. After painstakingly illustrating every detail, I only cringed a little post-show when we chopped it up into biodegradable mulch to spread in the surrounding convention center grounds.
Creative direction | Art direction | illustration | design
five below brand development
2022
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.
Creative direction | Art direction | Copywriting | Design
Canadian Tire Q convenience store
2022
It all started with a name so simple, it could be expressed with just one letter. The letter “Q” immediately took this emerging brand full circle with its elegant disruptor. Aligning convenience with simplicity was such a pure thought, we built the entire store around this one-letter name, from the floor plan, up—yes, only in Canada can one get away with this. With equity from its Canadian Tire parent brand, Q convenience stores had the freedom to kept things light, spacious, and inviting.
Creative direction | Art direction | DESIGN
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