As a recurring monthly campaign, Spotlight on Scent was created to highlight less well known fragrances in the Creed Fragrance family. The travel journal (which is the unifying element in the series), utilizes pressings, ephemera, and handwriting to begin to build a narrative around each of Creed’s unique fragrances. With the addition of textiles, textures and artifacts around the bottle we begin to see that each of these fragrances have been shot in a different location or country and a full story about their unique character begins to emerge.
ROLE: Creative Director
These red packets were designed for Creed during the Chinese New Year for customers to give to friends and family. The patterns are created using a foil, clear spot varnish, and tone on tone cherry red pantone for a subtle contrast.
As a self initiated project, I approached the owners of The Redhead, a restaurant in the East Village that serves a menu with a Southern slant, about re-branding. Since 2006, Chef/Owner Meg Grace has filled the menu with seasonal, farmers market finds interspersed with staples such as buttermilk fried chicken, low country shrimp and grits and collard greens. With the re-brand I sought to give a subtle nod to the restaurant’s Southern heritage while at the same time referencing the craft and inspiration Meg brings to these seasonal farm to table ingredients.
ROLES: Concept, Research, Strategy, Art Direction, Logo Design, Graphic Design
PHOTOGRAPHY: Amelia Fletcher
A partnership between Walgreens and Maesa, in collaboration with actress Eva Mendes, CIRCA is an accessible line of professional color cosmetics, created to appeal to the varying needs of a multi-cultural market, distributed exclusively at Walgreens stores nationwide.
Circa captures the sophistication of old Hollywood and a film noir sensibility through every aspect of the branding, photography and customer touchpoint. My role in this launch was the art direction and styling for the packshot photography (shot by Ludovic Bertron). I utilized the resulting photography to create social media content as well as to design the PR launch books which were distributed at the launch events and to various editors and influencers. I also designed the shelving display units, shelf talkers and POP displays.
ROLES: Photography Art Direction, Book Design, Merchandising Design, Secondary Packaging Design
PHOTOGRAPHY & RETOUCHING: Ludovic Bertron
Saks Black was a new lifestyle vertical for Saks which introduced its customers to a private label line of personal fragrance, home fragrance, color cosmetics and body care products. Graphic design, logo and branding elements were added to a mix of custom and stock components. Blending both custom and stock packaging kept the costs at a minimum but allowed us to customize things like the fragrance bottle, resulting in a range of packaging that looked and felt appropriately qualitative for Saks.
ROLES: Logo, Graphic Design, Secondary Packaging Design & Color Palette
Crafted from handpicked ingredients, White Amber marks the sixth fragrance in Creed’s Les Royales Exclusives Collection. For the launch of White Amber, I lead the creative and design direction for the development of the launch assets for White Amber including the official brand video, photography, and website take-over.
ROLES: Creative Director, Storyboards
Complete branding, website design and social media launch strategy for Dallas influencer and blogger, Tiffany Davros' fashion and lifestyle brand, Street Style Squad.
ROLES: Concept, Creative Direction, Design
SOCIAL MEDIA STRATEGY: Chris Oh
Created in collaboration with celebrity makeup artist Fiona Stiles, Fiona Stiles Beauty is an assortment of 120 premium-quality eye, lip and face products with a mission to demystify makeup.
ROLES: Client Pitch Presentation, Graphic Design, Photo Art Direction, PR Brand Book Design, Merchandising Shelf Unit Design
PHOTOGRAPHY & RETOUCHING: Ludovic Bertron
ROLES: Design & Photography Art Direction
Photographer: Jill Meyer
Invisible Founders: African Americans at Sweet Briar, 1814-2014
A historical work by Lynn Rainville
Sweet Briar College is one of the only institutions of higher education located in and originating from an antebellum plantation. As with most large farms, the names and contributions of the white owners are recorded in the historic record. In contrast, over one thousand African Americans who lived and worked at Sweet Briar between 1814 and the College’s centennial in 2001 appear as footnotes in local histories or are lumped together en masse as “slaves” and “servants."
This manuscript compiles the biographies of these forgotten slaves, servants, and college employees and uses their stories to illustrate the struggles and contributions of African Americans to the success of an antebellum plantation and, later, an all female college.
I was selected to design this book cover as a part of NaMoWriMo’s 30 Covers in 30 Days project. More about this project here.
ROLE: Book Cover Design
The design studio at Maesa was engaged to create a full turn-key fragrance program for Sofia Vergara to include branding, packaging (multiple bottle sizes, ancillaries and gift sets) and digital & social assets.
ROLES: Logo Design, Brand Style Guide, Packaging & Gift Set Design
FRAGRANCE CARTON DESIGN: Richard McGraw
PRODUCT PHOTOGRAPHY & RETOUCHING: Ludovic Bertron