As a recurring monthly campaign, Spotlight on Scent was created to highlight less well known fragrances in the Creed 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.
ROLES: Concept, Art Direction, Graphic Design
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
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 designed this cover as a part of NaMoWriMo’s 30 Covers in 30 Days project. More about this project here.
ROLE: Book Cover Design
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: Graphic Design, Secondary Packaging Design, Primary Packaging Deco & Typography, Logo Design
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
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: Concept, Storyboards, Video & Photo Art Direction, Design
A new photographic style was researched, concepted and implemented to communicate the Creed aesthetic for in-store events across retail signage, and digital & social channels. The painterly quality of the photography is a nod to the brand’s 1760’s founding, galvanizing Creed as a luxury lifestyle brand and suitable for the worlds oldest fragrance dynasty.
ROLES: Concept, Strategy, Art Direction
PHOTOGRAPHY: Lillian Cohen
Needing a logo for her newly named and yet to be launched fashion blog, Dallas socialite Tiffany Davros was referred to me for freelance branding work. What initially began as a logo and brand identity project grew to include a full WordPress site design and social media strategy and launch after the branding was complete.
ROLES: Concept, Design, Strategy
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
CANDY GIRL & IGNITE FRAGRANCES
ROLE: Logo Design, Package Design
PHOTOGRAPHY: Ludovic Bertron
The Cairo Trilogy is Naguib Mahfouz’s magnificent epic of colonial Egypt. The Nobel Prize—winning writer’s masterwork is the engrossing story of a Muslim family in Cairo during Britain’s occupation of Egypt in the early decades of the twentieth century.
The novels of The Cairo Trilogy trace three generations of the family of tyrannical patriarch Al-Sayyid Ahmad Abd al-Jawad, who rules his household with a strict hand while living a secret life of self indulgence. Palace Walk introduces us to his gentle, oppressed wife, his cloistered daughters, and his three sons. Al-Sayyid Ahmad’s rebellious children struggle to move beyond his domination in Palace of Desire, as the world around them opens to the currents of modernity and political and domestic turmoil brought by the 1920s. Sugar Street brings Mahfouz’s vivid tapestry of an evolving Egypt to a dramatic climax as the aging patriarch sees one grandson become a Communist, one a Muslim fundamentalist, and one the lover of a powerful politician.
Throughout the trilogy, the family’s trials mirror those of their turbulent country during the years spanning the two World Wars, as change comes to a society that has resisted it for centuries. Filled with compelling drama, earthy humor, and remarkable insight, The Cairo Trilogy is the achievement of a master storyteller.
I utilized the rose bush as a symbol for the family, the aging patriarch and also a symbol of the rise and fall of British occupation.
ROLES: Concept, Illustration, 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: Client Pitch Presentation, Logo Design, Brand Style Guide, Packaging & Gift Set Design
FRAGRANCE CARTON DESIGN: Richard McGraw
PRODUCT PHOTOGRAPHY & RETOUCHING: Ludovic Bertron