Production
Cavalier New York
Project: Brand Launch
Role: Founder
Challenge
Our goal was to create an accessible luxury brand for pet owners, offering heirloom-quality & made-to-order products that reflect the style & craftsmanship pet owners seek for themselves. We needed a business plan & brand strategy that would appeal to a contemporary clientele.
Solution
Partnering with friends & specialists, we developed the business plan, brand strategy & guidelines, product designs, e-commerce setup, & more to lay the foundation for an unforgettable client experience when customizing our saddle-stitched leather bags & wool blankets.
Dror
Client: Bond Official
Role: Creative Strategist
Challenge
Proposing an editorial feature with Dror for Bond Official, I evaluated his inaugural EP through a musical & cultural lens. The narrative needed to stand out in the men’s lifestyle space, aligning with Bond Official’s discerning standards, & speaking to Dror’s coining of “Texas Pop.”
Solution
Centered around Dror’s insights, the feature unfolded through a live interview at Soho House WeHo, workshopping art & copy for an authentic narrative. A mood board & creative brief guided the photographer, stylist, & HMU artist for a polished & engaging story.
Alexander McQueen & Burberry
Client: Citizen Magazine
Role: Creative Strategist
Challenge
Citizen Magazine sought to create a compelling editorial series, sponsored by Air Jordan, Valentino, Burberry, & Alexander McQueen, celebrating Black history & culture. I was tasked by the Creative Director & Editor-in-Chief to execute their nuanced vision across production elements.
Solution
Through internal workshops, we refined the vision for editorial shoots, illustrations, & articles. Managing the run of show, I facilitated collaboration among the production team & talent across set design, styling, hair & makeup, & movement direction for cohesive execution.
Reflected Design Studio
Project: Brand Launch
Role: Creative Strategy Director
Challenge
Jewelry designer Alex Nie sought a brand identity reflecting his philosophy & journey, translating his writings into a cohesive brand narrative. The aim was to create a meaningful collector experience that captured the therapeutic essence of his artistry.
Solution
Distilling Nie’s writings, we developed a cohesive brand identity including brand & visual guidelines, brand & e-commerce copywriting, & directed shoots. Extending his artistry & healing journey, hand-carved wooden cairn stones serve as jewelry boxes.
Alphx
Project: Brand Launch
Role: Creative Strategist
Challenge
Garrett Swann & Tom Speight created a men’s underwear & modern brotherhood, redefining masculinity & inclusivity. They envisioned a brand in which men of all ages, bodies, & backgrounds felt proud of who they are & what they see in the mirror.
Solution
Contributing to the brand strategy & investor deck, we refined their personal story & competitive advantages. Supporting on-set production, I ensured a seamless team & model experience for an authentic result.
Tracy Anderson
Project: Brand Refresh & Digital Transformation
Role: Creative Strategy Director
Challenge
Tracy Anderson aimed to modernize through a brand refresh & digital transformation, while preserving her legacy content. The goal was to elevate her online presence, broaden offerings, & deepen community engagement with a focus on holistic lifestyle.
Solution
Collaborating with the CEO, we diversified Tracy’s digital strategy to bring more educational & lifestyle value to the “Tamily.” Restructuring her team with a McKinsey consultant, we promoted their PR Lead to CCO to lead incoming digital initiatives.
