Seattle

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

Oct

2014

Love For Dance | Campaign and Video

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Question

How can we inspire kids to celebrate their individuality and spark excitement for those just beginning their own journey in dance?

Exploration

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.

Expression

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

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.