art direction

31
Jul
2018

Creative Direction | Hawaiian Airlines Email Rebrand

A large-scale email system redesign aligning hundreds of active templates with a new brand while improving clarity and performance.

Challenge

Hawaiian Airlines was rolling out a full rebrand across every customer touchpoint. Nearly 300 emails needed to align with the new identity without disrupting critical communications already running at scale.

Insight

Email is not a collection of standalone templates. It behaves like a continuous system where passengers experience multiple message types as one brand voice. Without structural consistency, even well-designed emails feel fragmented.

Strategy

A modular system was developed using repeatable patterns for layout, hierarchy, and content structure. Real usage data informed how modules were defined, ensuring the system reflected actual communication needs rather than theoretical templates.

Experience

Using the branding guidelines from the agency alongside data from the ESP, we explored how to create consistent systems that were both on-brand and user-friendly across multiple email types. I led the creative direction while designing systems for reservation confirmations, itineraries, miles statements, and promotional campaigns. Each email type was carefully structured to reflect the new visual identity, optimize readability, and enhance engagement. The approach balanced brand fidelity with practical usability, ensuring passengers could easily navigate key information.

Impact

The refreshed emails strengthened Hawaiian Airlines’ brand presence across digital touchpoints and drove measurable improvements in engagement year over year. The systems we created provided a cohesive, scalable approach that supported the airline’s broader rebrand while delivering clarity and delight to passengers.

Client: Hawaiian Airlines
Creative Director: JP Flores
Senior Graphic Designer: Alec King
Graphic Designer: Veronica Presley
Senior Copywriter: Chris Strom
Copywriter: Dale Norris

Hawaiianmiles email statement

As part of the rebrand, my creative team re-imagined the standard miles statement as a way to deliver exclusive content that only Hawaiian Airlines could offer. We created a content calendar and newsletter template that highlighted the unique aspects of the airline and provided valuable information from the HawaiianMiles program. This email saw a significant lift in engagement after we rebranded and added content.

Hawaiian Airlines promotional email rebrand

Kinetic interactive email

Providing a premium experience is important to Hawaiian Airlines in the air and across all touch points in the customer lifecycle. We created an award winning interactive experience for their email subscribers that allowed them to thumb through different destinations and choose their own adventure direct from their inbox. This not only led to a memorable experience for guests, but also increased engagement in several regions.

 

 

Posted by JP in Art Direction
29
Dec
2015

Brand & Identity | Girl Power Sport

A brand identity that turns “girl power” into a structured system young women can see themselves in across sport and culture.

Challenge

Define a brand that reflects ambition and confidence for young women in sport, while avoiding the flattening effect of generic empowerment language.

Insight

The idea of “girl power” only works when it’s grounded in behavior. It needed a structure that could hold emotion without turning it into a slogan. That led to three guiding forces that I co-built with the founder: the power to play, the power to change, and the power to thrive.

Strategy

The identity was built around those three pillars, shaping every decision from logo refinement to typography, color, and photography direction. The system was designed for consistency without rigidity, allowing expression while maintaining coherence.

Experience

The visual system moved between high energy and restraint depending on context. A launch film introduced the three pillars through motion and rhythm, using narrative rather than explanation to set the tone. I redesigned the logo, updating the founder’s original design into a stronger, more flexible identity. I developed the rest of the visual system, including typography, color, and photography guidelines, to ensure the brand could communicate consistently across all materials. To launch the brand, I also created a video that introduced Girl Power Sport to the world, bringing the pillars and values to life in motion.

Impact

The brand established a clearer point of view and a more grounded expression of empowerment. Across touchpoints, it holds together visually and emotionally in a way that feels specific rather than abstract.

Creative Director: JP Flores

girl_power_sport_poster_JP

Photography & video

Marketing collateral

girl_power_sport_trifold inside_JP
girl_power_sport_trifold outside_JP
girl_power_sport_business cards_JP

Visual style guide

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Page from the visual style guide
Posted by JP in Art Direction, Branding, Cross Channel, Design, Photography
04
Nov
2015

Art Direction | Modern Marvels

Four established household brands brought together in a shared campaign system designed to feel cohesive without flattening their individual voices.

Challange

The challenge was to unify four heavy-hitting brands without losing their individual identities. The goal was to make a campaign that stood out visually while resonating with modern consumers.

Insight

Mid-century advertising offered a useful reference point for how structure and personality can coexist. Strong composition, confident typography, and expressive copy created enough room for multiple tones to live inside the same system without competing for attention.

Strategy

A shared visual and verbal framework was built around Mid-Century Modern principles. Rather than standardizing expression, the system established consistent rules—layout, type hierarchy, and color logic—while allowing messaging and product storytelling to shift by brand.

Experience

I led and collaborated with a creative team of stylists, designers, writers, and photographers to bring the concept to life. Together, we established a Mid-Century Modern aesthetic with throwback messaging and ensured the responsive design worked across devices while maintaining consistency in theme, tone, and brand personality. The campaign combined heritage-inspired visuals with contemporary usability, giving each brand a voice within the collective narrative.

Impact

The campaign created a unique and cohesive identity for the four brands, marrying nostalgia with modern design. Audiences experienced a playful, memorable story across devices, and the project demonstrated how thoughtful design and concept-driven strategy can unify diverse brands under one compelling umbrella.

Campaign: Modern Marvels for zulily
Art Director: JP Flores
Copywriter: Matthew Schnirman
Producer: Jessica Roe
Photography: Carlton Canary
Styling: Michelle Lateste
Graphic Design: Veronica Presley

Home Big Brands Responsive

Our introduction to the theme was special placement in the daily email that was eye catching and set the tone for the event.

Home-Big-Brands-email

Dyson

Home Big Brands dyson showcase

“Revolutionary vacuums that make dirt a thing of the past!”

Rachael Ray

rr showcase

“Quality cookwear with personality, from Rachael Ray’s kitchen to yours.”

Cuisinart

 

cuisinart showcase

“Innovative kitchen appliances so good they practically cook for you.”

Progressive

progressive showcase

“Home chefs everywhere trust in the power of Progressive’s kitchen tools.”

Social

As a way to engage our customer in a different way, we put together some tips for getting a Mid-Century look for your home which was trending at the time of the launch. This post featured tips from the stylist who worked on building our sets and linked back to the event on zulily’s website.

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Posted by JP in Art Direction
03
Nov
2015

Art Direction | Le Creuset

Le Creuset Hero

A seasonal campaign reframing heritage cookware as part of ongoing family rituals rather than historical celebration.

Challenge

Mark 90 years of Le Creuset in a way that feels relevant to modern families during the holiday season.

Insight

The value of the brand lies in repetition—meals shared, traditions repeated, and gatherings that return each year.

Expression

For the 90th anniversary, we wanted to highlight the emotional connection people have with Le Creuset—the product as a catalyst for family gatherings. With Thanksgiving approaching, the creative challenge was to translate that heritage into visuals and messaging that felt aspirational, inviting, and timely, while engaging audiences across multiple channels. I led the creative vision for the campaign, collaborating with designers, stylists, photographers, and writers to craft a multi-channel experience. We developed the tagline “90 years of bringing families to the table”, paired with trending tips and tricks for fall cooking. The imagery and design were carefully curated to feel warm, aspirational, and inclusive, creating a cohesive visual and experiential story across email, social, and digital channels.

Impact

The campaign brought Le Creuset’s legacy to life, creating an emotional connection with audiences and reinforcing the brand’s role in family traditions. By combining storytelling, imagery, and timely content, the campaign offered a truly engaging experience that celebrated 90 years of culinary heritage.

Campaign: Le Creuset for zulily
Art Director: JP Flores
Copywriter: Matthew Schnirman
Producer: Jessica Roe
Photography: Carlton Canary
Styling: Jesse Meyer
Graphic Design: Autumn Schrock

 Multi-channel experience

le creuset showcase
The campaign included responsive designs and multimedia elements that could be accessed on multiple platforms.

Social

For the social piece of this campaign, we modified an existing recipe for a popular seasonal soup from Le Creuset and created shareable assets and blog post to drive traffic back to the site. We also created a step by step guide demystifying the art of french press coffee, and partnered with Le Creuset to create a giveaway to increase engagement. Below: an excerpt from our French press blog post and Facebook giveaway.

le creuset social
LEFT: An excerpt from the blog on making french press coffee. RIGHT: the Facebook Thanksgiving giveaway

download le creuset

Perfect the Art of French Press Coffee

frenchpresscoffee_hero

I really love french press coffee. Here is a fun little video we shot for Instagram showing how beautiful making coffee can be.

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frenchpress4

 

Better-than-ever Butternut Squash Soup

 

butternutsquash_hero
Posted by JP in Art Direction, Cross Channel
17
Aug
2015

Art Direction | Stylish Superlatives

yearbook email

A personality-led seasonal campaign that reframes back-to-school through character rather than product.

Challenge

Move beyond promotional back-to-school messaging in a crowded market.

Insight

Clothes help shape identity. Students arrive on the first day with distinct personalities, not as product categories.

Strategy

Drawing inspiration from classic senior superlatives, we reimagined the idea for a younger audience. I led our creative team of stylists, designers, writers, and photographers to develop a concept that celebrated character and confidence. Each child was photographed portrait-style, allowing personality and playfulness to take center stage.

Experience

The campaign launched with a feature email introducing the theme and visual system, followed by a series of social and Pinterest pieces that expanded the story. Every asset worked together to highlight the diversity and energy of our young “class,” creating a cohesive and lighthearted celebration of back-to-school style.

Impact

At its heart, this campaign honored the individuality that makes every kid shine. It reminded parents and kids alike that back to school isn’t just about new clothes — it’s about returning as your best self, ready to stand out.

Campaign: Back To School for zulily
Art Director: JP Flores
Copywriter: Matthew Schnirman
Producer: Jessica Roe
Photography: Matt Villanueva
Styling: Blanca Martinez
Graphic Design: Mackenzie Maynes

Photography

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Social

Web
Web

Posted by JP in Art Direction
29
Apr
2015

Art Direction | Puma Campaigns

Print

A campaign exploring the psychological space before athletic performance and competition.

Challenge

Capture the emotional and mental state athletes enter before competition, when focus is building but action has not yet begun—and the gear that supports their success.

Insights

The most meaningful part of performance often happens before anything visible occurs. Preparation carries its own tension, rhythm, and clarity.

Strategy

We set up at Memorial Stadium, the then-home of Seattle Reign FC, full of character and built in 1947 with just the right amount of grit. I led our creative team in shaping a story about mindset and preparation. This wasn’t about the game itself, but the focus it takes to get there.

Experience

The result was a motivational campaign grounded in realism—weathered textures, natural light, and an honest portrayal of athletes in their element. The environment became part of the story, framing the spirit of perseverance and calm before the storm.

Impact

This campaign celebrates the strength found in stillness—that quiet confidence every athlete carries before stepping onto the field. I’m proud of how the team captured the essence of ready.

Campaign: PUMA for zulily
Art Director: JP Flores
Copywriter: Paige Clifton-Steele
Producer: Courtney Garrison
Photography: Brad Bowen
Styling: Jesse Meyer
Graphic Design: Hanna Stevens

Social

Additional Puma work

Question

How can we visually convey the energy, versatility, and motion of the PUMA brand in a single set of dynamic images?

Exploration

We approached the shoot as an experiment in capturing movement and drama. The challenge was to translate athletic energy into still images while keeping the background uncluttered and visually engaging. Lighting, aperture, and positioning would all play key roles in shaping the story.

Expression

I led the creative team in designing the setup and direction. Using multiple speedlites, carefully positioned for depth and fill, we created a sense of motion and emphasis on the subjects while blurring the background to isolate focus. The photography highlighted the versatility of the brand and brought energy and drama to every frame.

Meaning

The images showcase PUMA’s dynamic spirit and adaptability, turning motion into a visual language that communicates confidence, strength, and athleticism. The campaign resonates with audiences by capturing the essence of the brand in an engaging and memorable way.

Client/Campaign: PUMA for zulily
Art Director: JP Flores
Producer: Sheryne Cadicamo
Photographer: Carlton Canary
Stylist: Blanca Martinez
Designer: Steven Oelrich

Posted by JP in Art Direction, Cross Channel
22
Apr
2015

Art Direction | Bottles up!

A seasonal campaign for new mothers designed to turn routine promotion into a moment of recognition and emotional pause.

Challenge

Turn a seasonal product campaign into something people would notice, remember, and share, without relying on promotional noise.

Insight

Early motherhood is full of meaningful moments that often pass without acknowledgment. The opportunity was to slow those moments down just enough to make them visible.

Strategy

Working with our creative team of stylists, designers, writers, and photographers, we developed a visual language that felt both epic and intimate. The lighting drove a sense of warmth and glow, while a playful color palette brought in energy and optimism. Every element—from photography to layout—was crafted to feel like a moment on the calendar worth circling.

Experience

The resulting campaign was a multi-channel experience that balanced energy and elegance. Hero imagery captured the brightness of family life, while supporting content—including a thoughtfully designed “feeding guide”—offered something practical and beautiful for new moms. Each touchpoint reflected the same uplifting tone and visual coherence.

Impact

Beyond the product itself, this campaign celebrated the rhythm of early parenthood—the small, everyday milestones that define connection. It reminded our audience that even ordinary moments can feel extraordinary when shared with care and creativity.

Campaign: Bottles Up! for zulily
Art Director: JP Flores
Copywriter: Paige Clifton Steele
Producer: Megan Szczecko
Photographer: Matt Villanueva
Stylist: Jesse Meyer
Graphic Designer: Carey Wendel

Social

Posted by JP in Art Direction, Branding
15
Oct
2014

Love For Dance | Campaign and Video


Click here if you are having trouble viewing this video.

A campaign that captures the lived experience of young dancers through personal storytelling rather than performance.

Challenge

Encourage young audiences to see dance as a space for expression and growth, not just technical performance.

Insight

The emotional core of dance for young people lives in progression—the friendships, confidence, and small wins that build over time.

Strategy

We began by exploring a range of ideas for how to tell a story about dance that felt authentic and engaging. Rather than focusing on technique or performance, we landed on a storytelling approach—using the real experiences of two young dancers to express what dance means to them. Filmed at Seattle’s Velocity Dance Center, the setting provided a natural energy and character that supported this more personal narrative.

Experience

I led the creative team in capturing their stories on video and in imagery. Typography and design were thoughtfully integrated to enhance the narrative, highlighting each dancer’s personality and performance. By grounding the campaign in the authentic experiences of these two dancers at different stages of their journey, we created content that resonates with young dancers and their families.

Meaning

This campaign celebrates the joy of dance and the individuality of each child’s journey. By sharing authentic stories, it inspires kids and families to embrace self-expression and encourages those just beginning their journey in dance.

Campaign “Love For Dance” for zulily
Art Director: JP Flores
Photo/Video: Laura Gehring
Stylist: Devon Herling
Video Editor: Lauren Fatzinger
Graphic Designer: Steven Oelrich
Copy writers: Heather Logue, Sabrina Son, Sadie Adams

Photography

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User experience

love-for-dance-comps

Posted by JP in Art Direction, Branding, Cross Channel