Soapply is an eco-friendly and socially-conscious soap brand that needed branding, packaging, and collateral that would boldly state its impact-driven purpose to consumers.
Concepted & creative directed shoot for eco- & socially-conscious startup Soapply. Images were to be used on homepage, product pages, and print collateral. Concepted and designed glass bottle and hangtag packaging. Bottle design featured in Food & Wine and Bustle. Soapply is used at certain locations of design-conscious brands like The Wing and Lululemon, and stocked at Credo Beauty and West Elm.
Self-initiated work. Concepted and designed several expressions for Club Monaco's site and email communications. The brand's simple photography and minimal clothing lent themselves to a bolder, dynamic approach in graphics, grid systems, and type.
A couple requested custom illustration, design, and lettering for their save the dates and wedding invitations.
The save the date features a custom illustration that is a nod to their neighborhood, some of their favorite things, and site of their wedding. The reverse features a pattern created out of the illustration's individual elements. The save the date was packaged in a transparent vellum envelope, allowing the reverse pattern to show through and creating excitement about the envelope's contents.
For the invitation, the starting point was the dynamic hand lettering the couple had seen on a recent trip to India, where some of the groom's family lives. Keeping bold color and type the focal point, the invitation is a modern but personal.
Concept and design, direct mailpiece for West Elm. West Elm sought to educate its top customers about its new design and installation services, offering a free design consultation to attract new business to the program. A folded mailpiece was an effective and disruptive way to capture customers' attention. As customers unfold the piece, they learn more about the program; the fully unfolded piece becomes a small poster showcasing a renovation done by the design team.
West Elm is a purpose-driven brand and sought to communicate its impressive, industry-leading sustainability and ethical commitments to customers. Through the concept and design of catalog spreads and the creative direction of an impact data-driven infographic, customers were
Led concept and styling for photo assets to support Fall 2017 Design to Impact campaign, which communicated West Elm’s sustainability initiatives such as Fair Trade to customers. Additionally, concept was used in store windows nationwide. Directed outside illustration agency from concept/initial sketch to final design to create infographic displaying complex information about West Elm’s sustainability initiatives and goals.
Following the 2016 presidential election, art & design blog Design Crush invited a group of artist and designers to create resistance-themed postcards that could be easily printed at home and mailed directly to political representatives. I created a series of three postcards, using impactful color combinations, graphic type, and unapologetic illustrations aimed at capturing the energy of the movement.
Creative direction & design, West Elm Spring 2017 catalog redesign. West Elm's catalog needed an update that introduced its New Modern collection in a more elevated and modern way. Established new grid system, type styles, layouts, paper substrate, and binding.