Creative Director, Strategist, Consultant
Highlighted Work:
Fender®
Fender Play™
Design, Brand Creative Lead, Campaign Direction, Campaign Execution, Art Direction, Photography Art Direction, Key Art, Brand Design, Visual Design, Retail Design
Launched in 2017
Brand Design, Visual Design, Campaign Direction, Photography Art Direction, Key Art for the launch of Fender Play in July 2017.
A first of its kind video-based learning platform for desktop and mobile, innovating the guitar education landscape. Fender Play is designed to change the way beginning players learn how to play guitar through hundreds of easy-to-follow, instructor-guided video lessons utilizing a song-driven, personalized learning path that enables even brand-new players to master chords and riffs in minutes.
Fender Play directly inspired the creation of the Fender Play Foundation as a way to expand music education access beyond individual users and into underserved communities.
Fender Play was recognized for multiple awards: 2019 EdTech Digest Awards "Best Arts, Music, or Creative Solution." Winner “Education Campaign, Campaigns by Industry” Ragan’s PR Daily Awards 2017.
DreamHost
Creative Direction, Design Leadership, Brand Design, Product Design
2022-Present
Leadership of brand and product design initiatives, driving/guiding work, and empowering a talented global team of design managers and designers. Brand principles, design thinking, innovation and advocacy.
DreamHost Brand Guidelines and Design System
Creative Direction, Design Leadership, Thought Leadership
2023-Present
Creative Director of the DH Brand Guidelines and the DH Design System, .design, created, managed, and maintained by the design team, becoming a product and a practice across the DH organization.
DreamHost AI Image & Video Library
Creative Direction, Design Leadership, Brand Design, Art Direction, Art and Asset Creation
2022-Present
Creative Director of the AI Image & Video Asset Library and Style Guide for DH in the age of AI. The library and style guide contains rules and recipes on how the global team of designers can generate and create unique collaged, composite assets that are brand right and ownable.
Fender®
Brand Email Style Guide
Creative Strategy, Visual Design
2018-2020
Brand Email Style Guide, hierarchy, messaging, and design templates across product and lifestyle categories, artist content, Custom Shop, Mod-Shop, and promotions.
Firestone Walker Brewing Company
Graphic Design
2021-Present
Graphic Design, renderings for FWBC and 805 Beer Trimester Campaigns.
Analog Events + Peacock®
Graphic Design
2021, 2022
Graphic Design for Peacock season premiere events.
EVH®
Brand Campaign
Campaign Concepts, Art Direction, Key Art, Graphic Design
2021
Created multiple brand campaign concepts that could be applied to all EVH product categories and artist content.
Fender® Studio
Productions, Video Art Direction
2018-2022
Productions Team, Video Art Direction, Graphics, Overlays, and Motion Graphics templates for the Fender demo studio video productions. Supporting Fender’s YouTube channel growth to 3.5M subscribers.
Fender®
75th Anniversary Brand Timeline Poster
Graphic Design
2021
Brand timeline poster design for Fender’s 75th Anniversary. Celebrating Fender’s growth becoming one of the most influential music brands in the world.
Blue Heron
Brand Strategy / Brand Book
Brand Design, Graphic Design
2019
Brand Strategy / Brand Book Design for Blue Heron. The Vegas Modern™ 001 property sold for a record-breaking deal in 2021.
REI®
Fitness Campaign
Campaign Creative, Photography and Video Art Direction, Graphic Design, Visual Design, Email Design, Retail Design
2015
In-house Campaign Creative Lead for REI Fitness, which highlighted six individual cross-training stories of outdoor athletes/enthusiasts training to go further in their favorite outdoor sports: snowboarding, skiing, climbing, mountain biking, cycling, and hiking.
EVRGRN™
Campaign Creative Direction, Photography, Photography and Video Art Direction, Key Art, Visual Design, Email Design, Retail Design, Packaging Design
2014
Brand and Campaign Creative Direction for the launch of EVRGRN, an REI Private Brand, in 2014 with a promise that reconnecting is better outside. The look and feel had both a lighthearted vibe and a whimsical charm with illustration and on-location photography in Los Angeles and the Los Angeles Mountains.
Native Shoes®
Graphic Design, Visual Design, Email Design, Retail Design
2012, 2013
Graphic Design for print catalogs, email design, and retail design.
K-Swiss
Art Direction, Graphic Design, Photography Art Direction
2011, 2012
SS2011, FW2011, SS2012 Art Direction, Graphic Design, Photography Art Direction, model selection, shoot and production team lead.
From the Archive:
DC Shoes
Web Design, UX/UI Design, Flash
Way back in 2001, 2002
Skills:
Brand
Brand Strategy
Brand Principles
Branding & Identity
Brand Management
Brand Marketing
Communications
Entrepreneurial Mindset
Thought Leadership
Creative
Creative Direction
Concept Development
AI & ML
Innovation
Art Direction
Style Guides
Campaign
Video Art Direction
Photography Art Direction
Key Art
Asset Creation
Design
Graphic Design
Visual Design
Style Guides
Design Systems
UX/UI
Lean UX
AI & ML
Content Experience
Design Thinking
Thought Leadership
Mentorship
