brand

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

Photography & video

Marketing collateral

Visual style guide

Page from the visual style guide

Apr

2015

Art Direction | Puma Campaigns

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

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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

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

Jul

2014

Brand Identity | Galaxy Wear Unlimited

A visual identity for a hand-painted apparel brand designed to match the individuality of the products themselves.

Challenge

Build a brand system for one-of-a-kind apparel without diluting the uniqueness that defines each piece.

Insight

The product already carried strong visual identity. The role of branding was not to compete with it, but to create a consistent framework that could hold its variation.

Strategy

Galaxy Wear creates one-of-a-kind apparel and accessories, and the goal was to translate their bold, artistic personality into a cohesive brand. I partnered with copywriter Molly Phillips to define the visual and narrative language, exploring how photography, video, and illustrative elements could tell the brand’s story and appeal to people who want to stand out.

Experience

I developed logos and icons, established clear guidelines for their use, and concepted a consistent aesthetic for all visual assets. I also directed and produced video and photo shoots to bring the brand to life, ensuring every element reflected the energy, style, and individuality of Galaxy Wear.

Impact

The final identity presents Galaxy Wear as a confident, street-savvy brand that resonates with its audience and stands apart in the apparel market. The collaboration resulted in a cohesive visual language that highlights the brand’s creativity, individuality, and bold personality.

Creative Director: JP Flores

Galaxy Wear | About Us

Discover something original

Galaxy Wear Apparel & Accessories is unique like you. Our inspiration knows no bounds. Inspired by space, we design tees, tanks and totes for urban adventures. The result is something vivid that cannot be replicated and style that will not be ignored.

Every item is hand-painted by us. By putting on a piece of Galaxy Wear, you embrace individuality. Use them as the focal point or accent in your look. Either way you’ll find–original looks good on you.