Branding + Advertising
Working on Emmy-award winning iconic properties such as Mad Men, Orange is the New Black, and an extensive list of other popular Lionsgate properties has been an exciting chapter in my career. Projects have included a variety of visual experiences including digital presentation decks, experience/walk-through displays, and various other global marketing media.
For over ten years, I have worked with the Swell team in Santa Barbara, CA to help expand their exclusive outdoor/indoor fitness features into an affluent lifestyle brand. Sourcing and directing Swell’s bespoke photography with motivational, all-inclusive brand messaging has allowed Swell to expand member acquisition, loyalty, special events, and promotional partnerships for a more fulfilling experience for its members and Santa Barbara community.
The legendary spirit of racing, refinement, and achievement. Ferrari. Working closely with Mattel and the 30Sixty Advertising & Design team, I contributed to a robust, 100+ page Youth Apparel Style Guide which helped Mattel reach further into global licensing capabilities, connecting kids of all ages to the iconic brand.
Disrupting the traditional marketing model towards a male-driven demographic, Diosa targets a more feminine approach. Focusing on its unique purification process, the goal was to craft a brighter, softer brand direction appealing to the empowered female. In addition to its lighter, sweeter taste, Diosa’s unique signature embodies a significantly diminished hangover, which gave inspiration to a more graceful day-after recovery without the harsh morning aftermath.
As part of the brand development, I was grateful to guide the bottle design and manufacturing process. While echoing softer, sensual cues, the final bottle design integrated a distinctive sculptural feminine form.
Seeking a fresh approach to help widen their reach into a wider international demographic, the goal was to create an immersive graphic novel experience through anime-inspired themes. Working with forward-thinking automotive designers, my design team developed a robust collection of icons, illustrations and cinematic style environments for a multitude of marketing applications, boosting the Hot Wheels brand across the globe.
StrongBoard Balance™ is today’s premier balance board. Designed for all ages and fitness levels, StrongBoard offers patented multi-spring technology for a variety of fun and challenging portable gym exercise options.
StrongBoard was looking for enhanced leverage against an abundance of other balance products on the market. I sourced and managed bespoke photography for a motivational challenge campaign, achieving not only physical fitness for its customers, but an overall elevated lifestyle improvement.
Finding inspiration in ancient age-of-disocvery elements, The Road to El Dorado style guide helped expand the movie merchandise into various global markets. Responsible for overall packaging and several visual elements, I enjoyed being part of a talented team exploring themes of adventure, friendship, and self realization for kids of all ages.
Team Credits:
Lionsgate and Hot Wheels – Collaboration with Tom Gundred.
Ferrari Style Guide and The Road to El Dorado Style Guide – Collaboration with Henry Vizcarra, Pär Larsson and Rickard Olsson.