Art directed, designed, and significantly refreshed the Amazon GO landing pages on amazon.com, to drive brand awareness, store traffic, with store locator integration, and showcase the variety of product offerings.

Art directed, and designed AWS EB social channel cultural occasions for Instagram, LinkedIn, and YouTube Employer Brand career channel

As Associate Creative Director, In-store CX, I led a team of art directors, and designers to develop visual high-level concept design, elevating the customer experience. I forged close cross-functional team collaboration with store design, marketing, and store operations, to test and learn, and align on best possible solutions.

Collaboratively developed the holiday ‘how to gift’ concept with Copywriter, and ACD. Responsible for overall design layout and pagination. Owned, developed, and managed product shotlists. Art direct studio photoshoots, manage stylists, laydowns and on-body model photography.

With an objective to capture the energy and life of the Starbucks Reserve brand, I provided photo art direction for the Mixology shoot. The idea was to focus on cocktail innovation in an active environment that also leverages the beautifully designed bar, surface materials and details as the backdrop. These assets were developed for starbucksreserve.com.

Photography by Paola + Murray

Adding to the photography range for the Starbucks Reserve brand, I photo art directed a lifestyle shoot in LA, at the Echo Park location. Wanting to provide a sense of space and openness, high angles and key lighting were thoughtfully considered. Movement through the space and real customers were also a mandatory to help tell the lifestyle story.

Photography by Paola + Murray

Barista craft is the focus. Espresso shots freshly pulled, a coffee flight experience, or a dramatically lit cold brew innovation, these are the details of the Starbucks Reserve brand photography expression.

Photography by Paola + Murray

With close collaboration with the Visual Merchandising team, I led the signage design look and feel for the Milan Reserve Roastery. This system was designed to allow for wayfinding and product signs to recede just enough for premium retail product to take front and center, but also highly functional for thoughtful product storytelling. The in-store signage was also developed for future dual language Roasteries. Aluminum, matte acrylic materials and black eggshell paper finishes are carefully considered.

Holiday Market is the concept. Through tight collaboration with Visual Merchandising, the product stories of Peace, Love, Joy are curated and zoned to feel sophisticatedly festive, but with a tiny wink. Trim was tastefully executed by an external artist.

As Creative Manager for MOD, it was my responsibility to ensure the unique customer journey story was told visually by the design team. Though no 2 MODs are alike, each store connects with the local community. On occasion, local artists or are used to design and paint expansive wall murals or installations.

Brooks' first collection Lookbook for atheleisure line, PureProject apparel. A clean, fresh design compliments the striking new lifestyle photography.

Tasked to reimagine and elevate the Brooks product catalog as a contender brand, I led a creative team to develop and create a consumer-centric Lookbook to convey seasonal product stories in a compelling way that is uniquely Brooks. Stories included four separate on-location lifestyle shoots.

Photography by Motofish

As part of the Brooks Fall 14 Lookbook design, I led the team to create high-quality Footwear and Apparel Workbooks to accompany. All new product and on-body photography was introduced to enhance the sell-in experience. 

Photography by Motofish

The London marathon is a day where Londoners get to show off their great city. People come from all over to run through all of the iconic landmarks. This campaign concept celebrates that and the Telephone Box Ghost 7 represents the dream of bringing people together, as they gather together to cheer not just for one runner, but all of them.

Challenged to create supporting retail graphics and installations for Brooks' very first and only concept store, I developed and presented the concept deck for various spaces. Multiple design solutions are queued to cycle through the year. These spaces include floor graphics, community wall and a non-structural bridge.

Retail creative specifically designed for national retail account, Dick's Sporting Goods.

Photography by Matt Larson

A promotional video I art directed for the Brooks Inspiring Coaches Program. The goal was to increase awareness, nominee submissions and votes. Well received, nominations increased 200% over the previous year.

Challenged to create a compelling retail campaign for the Brooks limited edition Boston Launch 2, we played up the unique lobster print, atlantic inspired sole and wooden aglets. Lobsters are tough, resilient, and have endured through the planet's evolution for 250 million years. Bostonians and marathoners have a lot in common with them (aside the surviving for millions of years). Are they Bostonians? Are the runners? No. They are lobsters. Enduring through the years and miles and ready to kick some butt.