NYC Tourism
In collaboration with the agency, 2x4 and the in-house team at NYC Tourism, I worked to rebuild the NYC Tourism + Conventions brand from the ground up. I designed trade booth displays, out-of-home print and digital ads, wayfinding signage, social posts, infographics, annual reports, even the occasional cocktail menu. What started as a three month contract turned into a little over a year of my life.
Princess Cruises
With the help of JP Gomez at Terri & Sandy, I personally led the design of the cruise line’s brand book. This included a typographic makeover, developing an animated “Brand Sea” and refining the photo and illustration styles to retain the nostalgic feel of the original ‘Love Boat’ but with an approachable and relevant tone.
Nike
Under the creative direction of Rei Rocha, we filmed vignettes about the role that style plays in the lives of up-and-coming artists. I helped come up with the tagline “Style Speaks,” managed set design, casting, wardrobe and designed the lockup.
Strong Roots
Under the design direction of Arnau Bosc (Design Director at Oberland and my best friend) I designed and managed production of dozens of Strong Roots “meals for one.” This required intense attention to detail in order to adhere to FDA guidelines while maintaining the integrity and simplicity of the brand.
Walmart
Under the creative direction of Patrik Bolecek and in collaboration with the global brand team, I created this playful identity for Walmart’s holiday campaign. During Covid when we couldn’t shoot anything, we leaned into graphics and illustration, repurposed the iconic spark as a bow and created a library of festive patterns to tie everything together on social.
Freelance Gems
I really dig the process of exploring what something wants to be; Whether it’s a logomark, custom lettering or complementing a word or phrase with the perfect typeface and imagery to make it resonate.
