For the past 17 years, I have been using my experience in design, user experience and branding to help entrepreneurs, national companies and global brands solve business challenges with beautiful, thoughtful creative solutions.
Brand Identity Platform
Vernon Gantry is the story of two optometrists and eyeglass shop owners who saw consumer needs unmet by online-only eyewear retailers. Consumers really do want a personal connection with an eye doctor. The problem is, few on-trend, high-quality, affordable eyewear products are available to independent optical shops.
We audited the competition, visited eyewear stores, talked to customers, and identified key consumer insights. We developed a brand position for Vernon Gantry inspired by community and forged a strategy to build a brand devoted to changing the way eyeglasses are designed and sold. The goal: bring back a personal connection between customers and local optometrists.
Founded in NYC’s Long Island City neighborhood, Vernon Gantry is named after a main boulevard and the area’s most distinctive landmark. As the district dates back to the 1920’s, we used storefronts of that era, hand painted signs and window lettering from the neighborhood as inspiration for the logo.
We brought the brand to life across all channels from digital and social to print collateral and in-store experience. Photography was shot in the neighborhood surrounding the eyewear shop, the Gantry park and at nearby warehouses.
Vernon Gantry has set out to reestablish a connection with local eyewear shops. To make customers confident knowing their style will find its match while having an eye care professional there to help out. Check out their full website here.
Brand Positioning & Identity
The 100 Gates Project is a public arts, graffiti-deterrent and neighborhood improvement program of the Lower East Side Partnership. The program—which will expand to other boroughs— works to pair businesses and artists to paint murals on security gates. We developed a democratic brand identity with assets that take cues from NYC icons and sidewalk language, allowing for customization by communities as they adopt the program.
See more at Design Observer.
For this project, we partnered with Field Apothecary to create a trio of bitters, each with a unique taste profile. The flavors, Herbal, Floral and Curry, were made by hand in small batches using ingredients sustainably and organically grown in the Hudson Valley.
These bitters are special and we wanted the packaging design to feel distinct and premium, but also reference the agrarian roots of the product. We researched bitters packaging and labels (made a lot of cocktails), dug into botanical books and reference material, and mocked up dozens of ways to box three bottles.
Each label carries common elements in layout, typography and embellishments. The design team hand illustrated herbs and created a fresh color palette to give each flavor distinction. The messaging reflects the care and craft that went into both the bitters and the package itself. The set of bitters rests in a die cut tray inside a shallow box and is secured with a sleeve. Each kit also includes an accordion-folded recipe card with tasting notes.
Brand Identity Platform
The Fillery is a new, zero-waste grocery retail concept in Brooklyn. We created a brand positioning and launch built around the idea of a pantry and the accompanying feelings of comfort, accessibility and community. We continued to help shape the brand from the ground up through identity, funding campaigns, store build-out and launch.
Studio Manifesto & Notebook
Design, Logic & Intuition was created to announce the inception of ThoughtMatter, a new bringing studio in New York City. The book captures the spirit and ethos of the design studio's artful perspective and drive to work with purpose-driven entrepreneurs, brands and organizations.
The book has French-folded pages and a dust jacket and was designed to be distributed with a custom notebook with Smyth binding.
What began as a grass roots march on Washington, D.C. became a national movement to stand up for women’s rights. People traveled to cities and filled the streets. We saw an opportunity to amplify the voices of participants by putting 15,000 posters directly in their hands.
Program Brand Identity
When Gap Inc. asked us to help them launch a new customer loyalty initiative, we sought to set it apart from a points, perks and the “spend more, get more” model. After extensive research and customer testing, we discovered an interesting opportunity: rewarding engagement, not dollars spent, could actually drive interest and enrollment. By infusing the act of shopping with joy, the allure of a carefree, fun retail experience could far outclass the notion of an elusive or hard-won VIP status.
Based on our key insights, we named the program Embark to deliberately evoke a spirit of freedom, adventure and delight. We crafted a complete brand and messaging strategy to help launch the program in select Banana Republic stores.
The goals set for the Landor.com redesign were simple: Generate leads and inspire interaction.
We created a dynamic website that better conveys the company culture, client set and design aesthetic that Landor has developed over the last 60 years. Bringing elements like social media and audience response-driven design to the forefront, the new site helps confirm Landor as an industry innovator and better expresses who they are as an agency.
From the audience point of view, the site is more functional, friendly and delivers a more consistent experience from initial visit to creative partnership. The utilitarian tasks have been prioritized while the deeper content surfaces, enticing visitors to dive deeper.
When Microsoft introduced Surface, the tablet launched with a lovely brand campaign and an in-depth spec site. But there was an opportunity to create something in between. After all, people crave more than features and specs. They want to understand how technology fits into their lives.
So we created a series of demos that bridged the gap. They showed how real people--from business travelers and kiddos to college students and busy moms--could use the dynamic tablet in real life. The really cool part? At any time, you could switch the camera's point of view to see exactly what the Surface saw, because we think demos should be as dynamic as the people who watch them.
New Business Pitch
The following work was done as a new business pitch for the REI.com redesign project. My team is currently working with REI on this project.
E-commerce site redesign
Crocs had relaunched their brand and tasked us with creating a more current e-commerce experience that appealed to a wider audience without alienating their current customers. It was our job to bring the story of their brand evolution to life online.
We implemented new shopping tools, designed new site templates to better highlight product images and lifestyle photography, and removed visual clutter that detracted from the product and overall shopping experience. Finally, we updated the shopping cart and checkout processes to increase consumer confidence and trust, and reduce cart abandonment/checkout dropout.
Once upon a time, getting help from Microsoft was harder than it had to be. So we set out to change things. Working with the existing site taxonomy, we removed the biggest barriers—clearing the clutter, refocusing the site, and giving customers direct access to the support they needed. We not only changed how the content was displayed—we also changed the content itself—making everything easier to digest and understand.
The new and improved support site now works across all devices and screens. But most important, we made it easier and faster for customers to get the help they need. Now they're happier with their support experience—and happier with Microsoft too.
In short, we needed to show business leaders that Microsoft is a source for relevant news vs. solely a channel for selling products; a destination worth visiting, engaging with, and coming back to as a source of relevant information.
The redesign frames the site as a conversation with Enterprise customers and introduces a variety of fresh, relevant content. The new design is a crisp, clean, easily scannable canvas that lets the content breathe.
Various printed things