branding & Identity

Dec

2015

Brand & Identity | Girl Power Sport

Question

How can a brand capture the spirit of young women striving for greatness and make it feel tangible across every touchpoint?

Exploration

Working with the founder, I helped define what “girl power” meant for the company. Together, we outlined three pillars that would guide the brand: the power to play, the power to change, and the power to thrive. The goal was to create an identity that not only communicated these values but also inspired the audience to engage with them.

Expression

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.

Meaning

The refreshed identity and launch materials gave Girl Power Sport a clear, confident presence. The brand now communicates its core values visually and emotionally, helping young women feel inspired and empowered to play, change, and thrive.

Photography & video

Marketing collateral

Visual style guide

Page from the visual style guide

Nov

2015

Art Direction | Modern Marvels

Question

How can four distinct household brands be brought together under a single campaign while feeling cohesive, playful, and memorable?

Exploration

The challenge was to unify four heavy-hitting brands without losing their individual identities. I saw an opportunity to draw inspiration from mid-century advertising — a nod to mod aesthetics, playful messaging, and retro color palettes — to create something both nostalgic and fresh. The goal was to make a campaign that stood out visually while resonating with modern consumers.

Expression

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.

Meaning

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

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

Dyson

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

Rachael Ray

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

Cuisinart

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

Progressive

“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.

screencapture-www-zulily-com-blog-home-kitchen-how-to-get-that-mid-century-look-for-the-living-area-1446619380376

Apr

2015

Art Direction | Bottles up!

Question

How do we transform a seasonal product promotion into a joyful, memorable event for new moms — something that feels celebratory, lighthearted, and worth sharing?

Exploration

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.

Expression

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.

Meaning

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

Question

How can a hand-painted apparel brand capture a street-savvy, standout identity across photography, videography, and design?

Exploration

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.

Expression

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.

Meaning

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.

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.