Video Content; Creative Director
Fresh Direct wanted branded content for their social sites. Our team's strategy was to differentiate them from an increasing list of competitors by highlighting their authentic relationships with their farmers, growers and the true seasonality of their products. By creating these short videos, each one tells a story about how deeply invested they are in quality, transparency and the real processes of the products they bring to their customers.
Website; Creative Director + Art Director
When Steinway & Sons decided to revamp the user interface for their groundbreaking digital music streaming service in 2016, my team created the service's next-generation experience for web and mobile devices. Steinway Streaming offers a unique platform for classical music lovers to research, discover and enjoy a highly-curated, metadata-rich classical music library from the comfort of their personal computer, tablet or smartphone, anytime and anywhere.
We implemented a user-focused discovery process including persona analysis and a deep-dive tear down of the previous interface, existing back-end infrastructure and current business rules.
We created a customized stakeholder interview process assessing business requirements and related KPIs as well as the definition of specific technical requirements for integration with the existing back end solution.
I worked side by side with a team of UX and development experts to create a full re-design, including a custom set of iconography and typography that was in sync with their overarching 2016 brand relaunch.
The next generation classical streaming music platform is now available to subscribers throughout the U.S. market, further cementing Steinway & Sons' thought leadership status in the classical music space. The newly built platform creates an effortless experience for classical music newcomers while providing unparalleled discovery and research tools for enthusiasts, experts and educators across the U.S.
Packaging Design; Art Director
Designs for a startup salt-infused tea beverage line. Inspiration was drawn from the crystallization of salt and the beauty found in minerals and geology when salt is present.
Campaign; Creative Director + Art Director
Marzetti's dips and salad dressings are widely distributed in the US but the brand didn't have much name recognition in their market. Our challenge was to enhance Marzetti's leadership position by championing fresh, seasonal fruits and vegetables through print, social media and OLM.
Brand launch; Creative Director
Online video and collateral for natural beauty suite of products launching in Japanese and Korean markets—developed to nourish skin from within through botanicals and natural collagen.
Creative Director; Art Director
Our team was tasked with reimagining Red Plum's direct-mail packaging system. Working in a think-tank lab atmosphere, we broke apart the package in several iterations and then created core verticals that resonated with their demographic. We rethought out each magazines' content—introduced an editorial POV and integrated the co-branded magazines to align with their current advertisers to insure they'd work well in broad regional markets. This system enhances how Red Plum's consumers can access the print offers through their desktops and smartphones, utilizing the Facebook Messenger App like a digital concierge. The reimagined package cleaned up the look of their direct-mail, elevated the tone and brings an immediate usefulness for their print customers,
growing their online presence and helping the company grow another revenue stream with their advertisers.
Campaign; Creative Director + Art Director
With a key partnership with the US Apple Association, we created a seasonal Fall campaign for Marzetti's Caramel Dip. Playing on the individuality of dipping styles, we crafted our communications on the "science" of Dipology, utilizing print, social and OLM.
Digital Campaign; Associate Creative Director
We launched the first website of its kind to unite pancake lovers from across the United States. Whether a pancake lover was looking to plan and promote a fundraiser pancake event or a pancake connoisseur was seeking a delectable breakfast nearby, the site was full of tools and information. At the hub of the Web site was a grants program that offered qualified non-profit organizations and schools an opportunity to receive a $250.00 grant toward a pancake fundraiser.
Created a brand for a powdered natural endurance drink and brought it to market. While most category marketing is focused on performance enhancing attributes, our strategy focused around all natural ingredients and what it didn’t have (anything artificial). My team created a brand name, brand voice and image. We designed dynamic packaging for various offerings and built an e-commerce site to sell the products. We assembled teams of athletes and outfitted them in our own custom designed XOOD gear and deployed them at key racing events.
Online Video and Social Campaign; Associate Creative Director
Betty Crocker Bake The Change was created to inspire and support ideas that make a difference through baking. A Facebook campaign invited consumers to tell us how they wanted to support a cause through baking. Their ideas were voted on by the larger Betty Crocker community and each month ten ideas won a Betty Bake Pack and one idea won a $1,000 Monthly Grand Prize.
Online Game; Creative Director
We created a highly enjoyable and beautiful multi-level game, ‘Crazy Fall’ that is aimed at ages 8-12 that leverages CTC's partnership with Nickelodeon.com. The game challenges kids with addicting hand-eye coordination and entertains them with branded intermission animations of the campaign equity characters, the Crazy Squares.
Packaging, Branding, Digital Content; Creative Director
Black Dinah Chocolatiers was established on a remote off-shore island in Maine— committed to producing small-batch truffles and confections embracing values and practices that celebrate the village artisan and surrounding community. My task was to update their packaging, branding, photography, e-commerce site and social media content, bringing them to the next phase of the company to move into larger nationwide distribution.
Site Redesign; Creative Director
My team and I came up with a whole new online content strategy and redesign to play up Nature Valley’s brand affinity with nature. The new site highlights their sponsorship of outdoor events, product promotions and social opportunities throughout the year. And it's templated to update frequently based on their event calendar to encourage interaction and conversation.
Brand Strategist + Creative Director
Unit Bricks is an educational toy block company that was launching in North America. I created a rebrand that included logo, print, online, packaging, photography, social & content creation to get them ready for their global distribution launch.
Site Redesign; Creative Director
We created a news heavy website from scratch that lets users search for answers about the nutritional properties, recipes and health benefits of General Mills' presweetened kids' cereals.
Recycling Campaign; TV, Print, Digital; Creative Director
Created a local campaign to encourage more recycling targeted to moms and schoolkids, focused on the recognizable blue barrel through fun animation psa, catchy jingle, simple posters and engaging non-government looking site. Targeted media buys established consistent messaging and presence on social networking sites brought a lot of attention to the program. The success of the spot helped increase recycling awareness by 26%, won a Telly and a bunch of Gold Addies.
Online :30 Spot; Creative Director
The Talk video and online campaign was a partnership between American Express and ivillage.com. It gives parents the information and tools to initiate conversations with their teens about smart spending habits.
Online Rebrand; Creative Director
To change the way a huge healthcare insurance provider was perceived online, we reimagined Aetna's website architecture as a health-centered dashboard portal. Focusing on personalization, data management and many tools, we put the customers and healthcare managers at the center of the experience to create an easy, friendly site to manage doctor visits, prescription refills and family members' information.