The devil is in the details and I’ve spent 20+ years problem solving through design. Constantly seeking solutions in the unconventional that simplify the complex.
Amazon's first-ever physical store with clothing, shoes, and accessories for men, women, and kids.
Owned signage program to support all physical stores. Creation, publishing, and management of brand documentation: guidelines and asset libraries that support brand, external vendors, category/selection, visual merchandising, and store design teams.
Amazon Go is a new kind of store featuring the world's most advanced shopping technology. No lines, no checkout – just grab and go!
Developed new brand design for selection expansion for Amazon Go suburban concept. Delivered scalable signage program for new build to retrofit locations.
Owned style guide to give clear design direction to Store Design teams. Established graphic package handoff workflow for sign vendors to reduce churn. Developed and published numerous assets to signage catalog. Recorded design intent POR to support team’s ability to meet future store count goals.
Unveil and showcase physical expression of ahead’s new branding. The booth should embody the lifestyle brand aesthetic “less is more”/modern feel.
Design provided a flexible foundation that will allow the booth to expand or contract. Solution was also a win to overall company bottom line, in lowering drayage, I&D, storage and personnel booth setup.
Requirements: 50 x 50 – 2,500 sq feet
Private meeting space to meet with key customers.
3 - 4 WORKSTATIONS: Hanging space, storage for headwear samples, catalogs, misc.
9 - 10 VIGNETTES: Walk through “display”
Apparel: 2 men’s, 2 ladies, t-shirt/casual, mens & ladies essentials, men’s and ladies overknit/outerwear
Show “secured” headwear – cubbies are functional but outdated
1 enclosed table case for small accessories
1 vignette /visual of larger accessories.
Modernized Cutter & Buck's brand presence at the 2018 PGA Show through new booth design. Design solution provided a more malleable/flexible foundation that will allow the brand to easily change and evolve. Design was also a win to overall company bottom line, in lowering drayage, I&D, storage and personnel booth setup.
Provided concept, design, production/detail for build drawings and project management to onsite execution merchandising of curated displays.
Concept, art direction, design and production of the Cutter & Buck annual catalog to the wholesale market. Selling tool through a more editorial lens that is more lifestyle vs utilitarian.
PPAI Show is the annual trade show for promotional products. The booth was 3D expression of the brand and highlighted new product releases in clear and unexpected curated vignettes.
At this show, the challenge was to clearly differentiate two brands at two different price points and different audiences at the show.
Provided concept, design, production/detail for build drawings and project management to onsite execution merchandising of curated displays.
Unveiling of Ethel M Chocolate’s new store design. Merging of the higher end chocolate brand with the familiar whimsical M&M’s brand.
Provided concept, design, production/detail for build drawings.
A shift in business strategy required a redesign of the seasonal workbook for the fashion industry. Color curated deliveries were now presented in an editorial, 365 selling arc. From sample availability to photoshoot, to design and production - the catalogs landed in customer hands and at the critical tradeshow selling season, within 5 weeks.
Provided concept, art direction, design and production of the catalog.
Re-branding of existing San Francisco bike rental company. Developed a retro brand that communicated a fun, easy, laid back experience. Signage provided a visual step-by-step guide.
Provided concept, design, production/detail for build drawings and project management.
Youth collection was a new launch for Clique, a unique line of affordable, sporty basics. Made for proudly showing your company pride, team spirit or for rugged workwear on the jobsite.
Provided concept, art direction, design and production of the catalog.
Active was a new product launch for the Clique brand, a unique line of affordable, sporty basics. Made for proudly showing your company pride, team spirit or for rugged workwear on the jobsite.
Provided concept, art direction, design and production of the brochure.
Company intranet served as the main sales digital tool as well as wholesale eCommerce platform.
The PGA Shops provide a shopping experience unlike any other. It’s a department store under tent that provides a unique shopping experience to tens of thousands of spectators.
Shop-in-shop systems must be flexible, durable and be able to turn a high volume of product.
Provided concept, design, production/detail for build drawings and project management.
Unveiling of the CBUK brand at the PGA Merchandise show. CBUK is geared toward the 20-35 demographic.
Booth was Concept of "19th Hole" lounge. Mixture of unexpected materials (snow fence) to speak to irreverence of brand, juxtaposed with sleek modern materials.
Booth structure provides flexibility for future expansion.
Clique is a line of affordable, sporty basics, distributed by Cutter & Buck to the wholesale channel. Made for proudly showing your company pride, team spirit or for rugged workwear on the jobsite.
Provided concept, art direction, design and production of the catalog.
