I'm a designer who specializes in driving brand desire. I have over 14 years' experience in brand identity design, strategy, innovation, packaging, art direction and activation.
My diverse agency (e.g. Landor) and corporate (e.g. Brown-Forman) experience provides me with a unique understanding of how to translate business and marketing objectives into compelling design solutions. By identifying visual brand equity, developing targeted design strategies, and executing skillfully crafted brand identity solutions, my work resonates with consumers at a visceral level.
Since the summer of 2013, I have been an independent ‘Agency of One’, working with spirits companies small and large, and on occasion, agency partners in New York. My experience has given me a unique set of tools and the perspective to operate flexibly across various design and strategic objectives. At the onset of a new project, I immerse myself into the world of the product in order to gain a 360 degree understanding of the challenge, and once on board I put my heart and soul into creating the best solution.
Previously, as the Director of Design Strategy for Brown-Forman’s global vodka and Southern Comfort portfolios, I was responsible for global design leadership of brand identity, encompassing existing trademarks and the development of new-to-world brands. My role was to translate business and marketing objectives into targeted design solutions, and effectively sell these solutions to senior leaders throughout the company.
During this period, I lead and managed internal and external design teams simultaneously for development of design solutions ranging from comprehensive trademark portfolio architecture and global trademark repositioning to brand revitalization, line extensions, gifting strategies, special editions and new brand creation.
Throughout my time at Brown-Forman, I was heavily involved with design development of key initiatives for the Jack Daniel’s, Woodford Reserve, Early Times, Finlandia, Southern Comfort and Chambord trademarks.
I joined Brown-Forman in 2011 after an 8-year period of creative leadership on the agency side; most recently as an Associate Creative Director at Spring Design Partners and as a Design Director with Landor Associates. I have always emphasized building a positive, optimistic culture that fosters creativity; both within internal design groups and externally with agency partners. Though the challenges vary by project, my aim is always to produce the most impactful and resonant design while simultaneously answering the strategic business objectives. Ultimately, I've found it's important to maintain a sense of play in the creative process; this often leads to the most surprising solutions and keeps the team focused on common goals – solving problems, beautifully.
My experience in brand identity development ranges from mass to luxury goods across many CPG categories with clients including: Brown-Forman, Diageo, Bacardi, Molson-Coors, P&G, American Express, Phillip Morris USA, Bed Bath & Beyond, Beverage Partners Worldwide, and Kraft Foods. This experience spans the disciplines of brand identity development, including; visual strategy, naming, packaging, point of sale development, art direction, and new brand creation across various applications.
I received my BFA from the Columbus College of Art and Design with a focus on graphic design and fine art. My work has received awards from Communication Arts, Pentawards, and AdFed, and has been produced in markets around the world.
comprehensive brand identity design