Using the core design elements of the Geometry Global identity, this interactive holiday card enabled recipients to spread their own holiday cheer by creating festive images celebrating the holiday season. Those same festive images could then be shared on Facebook, Twitter and via email.

To reflect our global network the card was translated into six languages, and could be enjoyed on a desktop, tablet and mobile phone (using Chrome, Internet Explorer 9+ or Firefox 4+).

To accompany the digital component of the Holiday card we also created a physical printed piece that included a 6 x 6 magnetic board and (32) kiss cut magnetic triangles allowing recipients to create festive images much like the digital app. 

This work was developed as part of a proposed program to create an integrated Q4 activation concept in the off-premise space to help enhance the in-store experience and get shoppers in the mood to splurge. The premise of the concept was based on Moet & Chandon leveraging not only their partnership as the official champagne of New Year’s Eve Times Square but better yet becoming the official sponsor of all "Moments of Grandeur," which we defined as being any momentous life event we are fortunate enough to experience throughout the year, worthy of the highest level of celebration.

In collaboration with:
Lesley Stordahl // Creative Direction (Concept/Copy)

The challenge here was to introduce a game-changing new player in the natural running category of high performance shoes for Asics.

The human foot is made for a wide range of movement. Its 26 bones and 19 muscles enable it to move fluidly, back and forth and from side to side. Most running shoes inhibit this movement—and a natural stride—with a restrictive structure, or with a form that is simply too heavy, bulky or cushioned.

The Asics J33 features revolutionary Fluid Axis technology that supports a full range of foot motion in a remarkably lightweight shoe. It frees your foot to move more naturally, which makes running feel more effortless.

An obstacle that we needed to overcome in this project was the "J" from "Super J" really had no concrete meaning and was arbitrary at best. Therefore, we needed to establish an association of performance qualities or benefits that we could connect to the "J". To do this we created the simple formula leverage the two greatest features of the "Super J," that being engineered stability + light weight material.

We then created a visual representation of these two qualities and brought them to life within the "J" itself, therefore allowing the letter "J" to transform from an inanimate object to a letter that comes alive and serves as the hero of the creative.  

I co-lead an effort to explore how TWC Business could refresh their identity system to become closer aligned with the TWC Retail brand visual identity in order to create a more coherent brand presence across all the different TWC disciplines.

This project required the development of an icon system that supports LG's interest to expand and enhance their brand permissions in the healthcare space and reinforce their reputation for innovative, leading technology. From the consumer perspective the goal was to achieve increased awareness around the icon set and familiarity with the technological features each represents in order to provide reassurance and further reason to buy an LG product.

Develop a physical piece of communication that features the updated visual identity system and shares the brand strategy, values, benefits and assets in an arresting brand book, telling the story of mealtime insulin through patients’ voices, and articulates Humalog’s role as a source of practical advice and realistic hope for people with diabetes.

In collaboration with:
Michael Clarke // Creative Direction
Martine Channon // Creative Direction
Orna Navon // Creative Direction

With the goal of acquiring 10% of Grey Goose domestic market share, the LVMH owned Belvedere Vodka brand was looking to reposition itself in the on- and off-premise environment while maintaining a cohesive alignment with the newly adopted above the line creative work. I co-managed a creative team that proposed a set of conceptual, creative and strategic program ideas and application tactics in order to solve for the ask and add this premium brand to the current client list.

Video:
Strongbow Lifestyle Photoshoot B-Roll

In collaboration with:
Lesley Stordahl // Creative Direction
Andrew Cutraro // Photography
Jason Stamp // Video Editing
Richard Numeroff // Videographer

Recognizing an emerging trend of consumers enjoying the taste of hard cider as alternative to or in addition to a wine and beer occasion, Heineken USA (HUSA) recently acquired a known cider brand from the UK, with the intention to reposition the brand image and launch domestically, in an attempt to try to gain leverage in the expanding cider category. To initiate the launch, I co-lead the creative team that developed the core set of brand elements, delivered a photoshoot to capture ownable imagery and established the initial look and feel to align with the newly adopted brand strategy.

Video: Strongbow Lifestyle Photoshoot B-Roll

In collaboration with:
Lesley Stordahl // Creative Direction
Andrew Cutraro // Photography
Jason Stamp // Video Editing
Richard Numeroff // Videographer

Running isn’t a hobby. It’s a pursuit. The pursuit of faster or farther, certainly. But also the endless pursuit of your strongest, best self.

We get that. And the proof is in the ASICS GT Series. It’s the award-winning line that continues to use innovative technology to propel runners everywhere. And as easy as it would be to take a breather, we just keep making the GT line better and better—informed and inspired, of course, by the runners who wear it.

Because just like running, innovation is a pursuit that never ends.

Debut launch of internally distributed corporate newspaper, announcing the companies newly adopted brand positioning as well as the recently completed brand identity refresh.

Additionally, the purpose of this piece was to establish a visual format for this ongoing series of newsprint communications intended to be released seasonally throughout the year and feature relevant agency focused content.

I was asked to lead an effort to update the existing visual identity system for the G2 global network of agencies, to create a more contemporary perception of the company both internally and outward-facing, while aligning with the newly developed agency brand positioning.

Our goal was to establish a clear set of system parameters for applying all the core brand elements, to develop a graphic language for visualizing data and create a library of template guidelines to ensure consistency across all agency materials and communications.

Due to the scope of this refresh, the primary challenge required that we consider the user experience for not only the creative teams within the agency but for all non-creative employees as well. Therefore, the end result needed to yield a system that while detailed and complex was practical to implement and simple, functional and intuitive to use.

Elastic City provided a unique opportunity to create an evolving identity for a company offering sensory-based and poetic walks throughout New York City. The walks are experience-driven rather than fact-driven and are rooted in the rich, cultural history of performance art. The final solution yielded an modular visual identity consisting of both two fixed and two variable elements, allowing for an infinite amount of generated combinations and reflects the poetic, perpetually changing nature of the city.

A collaboration with co-founding Lucha creative partners Agi Morawska and Luis Bravo.

In 2011 HUSA (Heineken USA) relocated it's North American corporate headquarters to the 11th and 12th floors at 360 Hamilton Avenue in White Plains, New York. We were asked to collaborate with the architect to help create a fully branded environment, that both honored the brand's rich heritage and leveraged the ever expanding portfolio of brands.

In collaboration with:
Orna Navon // Creative Direction
Andrea Noble // Designer
Rob Anderson // Photography

Develop a unique and ownable identity solution for an independent architecture firm whose primary focus is in residential construction and development. However, taking into consideration plans for the firm to expand its offering into the areas of artisan goods and products, building contractors, and community-based programs for the future.

This poster/mailer was created in the spring of 2008 to promote a one night show in NYC by the legendary poet/musician Linton Kwesi Johnson. As a fan for many years of LKJ's poetry and musical arrangements, I was honored to have the opportunity to help out. Rather than settle for the standard postcard mailer and looking to achieve impact and interaction, I proposed a postcard size mailer printed on newsprint weight paper that unfolded into a poster.

The hero visual for the poster side of the piece comprised of the entire lyrics from one of LKJ's songs arranged in order to create his likeness when viewed from a distance, therefore yielding a man of words.

I was asked to adapt the existing brand and visual language, created by Luis Bravo and his team, into a campaign look and feel for this 2010 event announcing Wynton Marsalis and the Jazz at Lincoln Center Orchestra's residency in Havana, Cuba for the first time. Part of a cultural exchange with the Cuban Institute of Music, the project was intended to emphasize the connections between American and Cuban musical traditions and included performances in both NYC and Havana.

Get people to take a fresh look at Panadol—to create stronger emotional connections with the brand while boosting its image as a highly effective and undeniably modern pain reliever. We developed a shift idea—“Body First”—that indelibly connects the brand to the global wellness movement while serving as a strong, culture-neutral platform for its dual messages of effective relief and unmatched safety. We also updated and harmonized Panadol’s visual identity into a single, cohesive system and guided its implementation.

In collaboration with:
Tom Wilson // Creative Direction (Copy)
Orna Navon // Creative Direction
Kathy Keen // Design Direction

Apply and extend the newly created brand identity for WaMu bank specifically to the credit, debit, gift, and themed bank card portfolio. Secondly, extend the brand personality across merchandise items carried through the company store, as well as a variety of collateral and promotional items for employees and customers.

For this project the client was looking for a graphic device that would serve as an extension of their existing brand and could create a fresh, yet sophisticated visual presence for all Charles Schwab Family Office events. Working alongside the lead copywriter, I created a typographic tapestry comprised of the two brand typefaces, to serve as the lead visual across all communications.

This is the 2009 invitation to the annual Voices for Justice dinner event, this year there was a stronger emphasis on creating a more cost-efficient design solution that creates visual impact and leverages the honorary key note speakers at each event (London, Munich, New York, and San Francisco.)

This is part of an ongoing campaign to reposition the international watchdog organization Human Rights Watch, around the concept Tyranny Has a Witness. This piece is an invitation to the annual Voices for Justice dinner event, for current members and potential new donors.

Having produced essentially the same brochure for the past 10 years, the Metropolitan Opera were looking for a fresh direction for the 2006–07 brochure that would coincide with the new era of management. This brochure set the tonefor the whole year until the institution underwent a complete re-brand by a notable New York Design firm in early 2007.

Contribute to building a “packaging design bank” to meet Pepsi Corporations’ ambitious desire to unveil a new design every two to three months, over the next three years (2003 – 2005) both domestically and internationally.

This was a collaboration with the Lucha Collective for an invitation to
the annual fund raising event "Click," presented by the ICP for select members and potential donors, held at the Lotus Club. The objective was to create an invite that was alluring, provocative and sparked the viewer's curiosity to interact with the piece.