Enlisted by Turner Duckworth, the award winning design firm in San Francisco, London and New York, to work on the Samsung brand ecosystem and various product launches. I helped to launch Samsung Galaxy S8, which included key visuals, launch event, OOH campaign creative and retail experience, as well development of key visuals for the Galaxy Note S8.

Reimagined the Samsung core brand, creating an identity that helped to build strong recognition and forge a premium brand experience.

Whether it’s capturing epic views from above or stabilizing footage on the go, Karma is so much more than a drone. It’s a versatile stabilization solution that brings Hollywood-caliber footage to your fingertips no matter where you are. Serving as Group Creative Director, I helped to create the product launch, digital offering and packaging. I also helped to transform the photography into a more lifestyle focused approach. 

The concept of “The Explorer in All of Us” provides AT&T with a platform to express the ways technology enriches our lives. These various campaigns, created in association with Interbrand, NY, focused on creating a human perspective through the artful communication of personal storytelling. Engaging photography and strategic visuals help weave together an emotive and provocative narrative. 
 

As Chief Creative Officer for Caddis Eye Appliances from 2021-2023, I reimagined a fractured vision by creating a cohesive brand strategy and positioning that aligned a unique, authentic and human centric brand. There were many moving parts, and under my direction and leadership, the brand solidified through a compelling story that helped buck the status quo on aging…and helped sell a lot of glasses.

The mission of Chef’d is to create convenient, personalized meal solutions that enable consumers to enjoy more of life’s memorable moments. The vision is redefining the way people experience food.

Chef’d is a non-subscription online meal kit delivery service that partners with professional chefs to create recipes with the freshest ingredients delivered directly to your door. I served as Chief Brand Officer to help redefine the strategy, launch the retail offering and re-envision the brand.

Photoshoots at Caddis were always in play. With over 2 launches per month, we were able to capture content that would run for 6 months per shoot. Efficient, honest, and compelling at the same time. Through photos, we convey to people not only what we make, but who we are. Our cast are always real people, with real stories, experiences and wrinkles. We never cover up age. Most of the people we shoot are our friends, and they are nothing short of bad asses and always inspiring. We got to shoot with some of the worlds greatest photographers – Danny Clinch, Magda Wosinska, Keith Kandell, and Heidi Zumbrun, to name a few.

Our website was in desperate need of an update. The experience needed to be simple enough for our offering across off-the-shelf readers, Rx, and custom without overwhelming our consumer. Working with our partner agency Pattern, we developed a new product experience robust enough to handle all of our configurations while making it easy to checkout and drive conversion.

Site: https://caddislife.com/

To continue expanding our customer reach, we ran our first catalogue in 2022. It was a blend of brand and product forward messaging, as it had the job of conversion and acquisition. And we made sure we didn’t lose site of our brand story. The catalogue resulted in staggering AOV and ROAS, as well as made our customers who weren’t on our mailing list a little salty in missing out on the first run.

In 2021 Caddis opened its first retail store in New York City. We started with a blank cube in the West Village. The store is a brand flagship, responsible for driving 4% of yearly revenue, and is a continued destination for locals and tourists with bad eyesight and a keen aesthetic.

Role: Creative Direction, Strategy, End-to-End Brand Experience
Art Director: Eric Flegel

We created a fun and approachable user experience for Zynga Live in association with R/GA. The platform focuses on realtime interactive exchanges. The branding is derived from basic shapes that communicate the positioning of “Inviting Play”. We created a brand which resonates core behaviors: nowness, challenge, player respect and serendipity.

Being a user of financial apps for years, I was always struck that the budgets I created did not take into account my gross earnings, therefore my budgets were never truly accurate. Enter my ideation around Budget Guru, a financial app that bases budgets and goals on your earning, fixed and variable spending, taking guesstimating out of the equation.

This is the result of a 10 week intensive UX design course at General Assembly. Full prototype can be viewed here: https://projects.invisionapp.com/share/9AOQOU37X3Q#