Stylistically influenced by late twentieth-century print advertising; I enjoy crafting pieces which feature bold imagery, striking headlines, and targeted copy to both inspire and inform.
Colorescience
Role: Creative Director, Designer
SimpliPro Colon
Role: Designer, Copy
Scredible
Role: Creative Director, Designer
Marriott
Role: Designer
Brand is not about opinion or personal preference—it’s about relating the product to your desired consumer.
Here you’ll find identity, typography, iconography, color, and photography standards developed for Scredible’s consumer-focused marketing efforts, and the Colorescience brand evolution. Also featured are miscellaneous logo mark designs for clients in the biotech, life science, and emerging technology sectors.
Role: Creative and Art Direction, Copywriting, Design
One product and it’s simple message can require a complex network of messaging and support materials that take them to market.
From concept to completion, I worked with key stakeholders across Leadership, R&D, and Marketing to design the product and the accompanying campaign that took Total Eye™ to market. To date, this campaign was the most successful in the history of the company; the product oversold purchasing projections by 226% in its first quarter of availability.
Role: Creative, Art, and Video Direction, Design
Information should be beautiful, and ‘quality’ is delivering on spec. I apply both ideals in tandem with information design, ensuring maximum engagement and education.
Role: Creative and Art Direction, Designer
1. Scredible, Enterprise Brochure
2. Colorescience, Product Look Book Sample Pages
3. Colorescience, Workflow Integration Chart
As a designer, packaging holds a special place in my heart. My favorite challenge is the opportunity to make your product shout louder from the shelf; and, convert a design into currency.
Colorescience
Bringing the Colorescience ‘Duality’ concept to life on-pack, my role extended beyond simply designing carton layouts to forming strong partnerships with manufacturing vendors to deliver the most compelling product at the most competitive price. I also worked with FDA regulatory experts and other global health governing bodies to understand and apply their packaging standards for skin protection, without diminishing aesthetic appeal to the customer.
Role: Creative and Art Direction, Design
SimpliPro Colon
Applied Proteomics developed a blood-based colon cancer test which negated the need for colonoscopy as physicians’ first line of inquiry with at-risk patients. Once I’d consulted with the agency on its exploratory process to name and develop the identity system for the test, I led the design for all aspects of the packaging, test forms and instructions, website, direct mail pieces and physician marketing collateral. This box won an American Package Design Award in 2016 for Best Health + Wellness Packaging
Role: Design
Photography brings a brand to life. From the technical elements of perspective and lighting to the aspirational aspects of casting, location, hair, makeup, and wardrobe; I thrive on the details to produce imagery that looks effortless.
Role: Creative and Art Direction
Product design is not about aesthetics—it’s the tactile experience that moves a consumer to feel great about your product in their life. My role as a designer is not over with the first sell—it’s finished with the repeat purchase.
Colorescience
These pieces represent the evolution of the ‘Duality’ carton design concept I designed for Colorescience into primary component architecture. While I worked with the R&D team to create the component for Total Eye™ and Lip Shine from concept to completion, the business objective behind the other three components was more complex: to avoid massive scrap costs, how could we utilize existing componentry without creating dissonance between the products and the evolving brand standards? The solution was a vastly more cost-efficient mix of color-matching and label re-design.
Role: Creative and Art Direction, Design, Photography
Industrial design is the space where dreams and physics align. I make a priority of creating and developing a symbiotic hub between client, designer, and technician.
Colorescience Trade Show Booth
This 20'x30' space answered the need to exhibit brand aesthetic and products, in a familiar partner setting, while accounting for the practical business concerns of the event. Aesthetically, the hexagon halo pays tribute to the brand’s scientific foundation; while textured wall patterns speak to the elemental basis of the company’s product formulas. As well as prominent product display opportunities, this solution offers a central treatment environment to demonstrate skin treatment transformations, with ample semi-private meeting space and a hidden storage area. Other practical considerations included the booth’s placement next to a structural column in the convention center.
Role: Creative and Art Direction
Colorescience Retail Display Units
The brief for this project was to produce an easily implemented retail display system, to present and demonstrate Colorescience products consistently cross-market. The modular concept was introduced during the exploratory phase to accommodate potential space restrictions in the retail environment. This 24"x22.7"x18.1" piece can be separated into three free-standing 8"-wide units, providing the option of one, two, or three modules; and, a fourth base unit that allows for additional product storage. The removable product shelf templates are interchangeable depending on carried SKUs, as is the mirror and image panels which can also be quickly updated depending on region and season-specific product campaigns executed by the retail partner.
Role: Creative and Art Direction
It’s not about design intelligence, it’s how much frustration you can reduce for the consumer.
Scredible Application UI
The design challenge with this application UI was curating a complex network of information from multiple sources, presenting it to the user in a unified format, then offering simple on-the-go interaction that could be redistributed across standardized social mediums. Typesetting and iconography quickly became key components to delivering a coalesced user experience.
Role: Creative and Art Direction, Information Architecture, Copywriting, Design
Scredible Website
The call from the Scredible Marketing team was for multiple landing pages to cross demographic user targets. Here, you can see three of the seven versions I created to meet this brief.
Role: Creative and Art Direction, Copywriting, Design
I take great pleasure extending my photography ethos into videography—a place where all the detail image work can come to life and inspire the audience to engage.
Role: Creative and Art Direction, Script, Storyboards, Copywriting, Design
