I call myself coastally confused. I love the east and the west equally, for vastly different reasons, that I can’t quite reconcile.
When it comes to Design, I suffer no such confusion. At the point where art meets commerce, some may see incongruity, whereas I see the perfect environment for creative problem solving. Being in a challenging position will always push me to find a fresh, innovative solution.
My journey through the music industry, Nike, Sesame Workshop, Applegate, and the points in-between, has reflected many of my own values, such as the importance of establishing good relationships with the people that surround you, and spending time doing something you believe in. These experiences have also instilled in me other skills, such as the ability to ‘read a room', thereby understand the diversity of needs and personalities that can be brought to bear on a project, and on a larger scale, bring together information from across the entire spectrum of a business to project the voice of a brand more clearly.
It always helps to have a starting point, a set of guiding principles, from which you build. Mine are believing in having a clear purpose/goal, keeping it simple, the importance and value of people, and doing the things that I believe in.
Regarding my coastal confusion, I’ve often said I should move to Sydney, a city that blends both east coast energy and the laid back nature of the west ….. if only it weren’t so far away!
EXPERIENCE
Applegate Creative Director
Bridgewater NJ, 2013-2024
Set creative strategy for brand and led innovation and execution of its visual language. Integrated words and imagery to tell compelling stories to meet business and operational goals.
Crafted visual language that strengthened consumers’ connection to, and recognition of, entire brand, delivering cohesive experience.
Managed social media content development across all relevant platforms, achieving high engagement, brand awareness, and education.
Refreshed logo and website, supporting and simplifying communication of company’s mission, core values, and evolution of storytelling.
Redesigned packaging across multiple categories, uniting brand DNA and product recognition.
Directed execution of social content and participated in brainstorming sessions, generating subject ideas.
Championed strong creative team presence, fostering cross-functional relationships.
You Us & Co Creative Director
Hoboken NJ, 2009 - 2012
Built and directed strategically focused, detail oriented teams, meeting project specific needs.
Managed client relationships
Sesame Workshop VP Creative Services
New York NY, 2007-09
Led artistic vision in partnership with Licensing, Publications, and Consumer Products departments. Empowered 12-person creative team to ensure brand consistency across products and packaging, maintain brand integrity, and achieve business goals.
Strengthened brand message by establishing communication strategy, including introducing creatively consistent cross-promotional initiatives, meeting marketing, philanthropic, and corporate needs.
Provided management and leadership for highly effective group of graphic and product designers across multiple disciplines, opening communication channels with show producers and integrating cross-functional topics.
Streamlined internal communications through departmental consolidation, leading to more efficient information sharing.
ADDITIONAL RELEVANT EXPERIENCE
Nike Inc. Image Design Director, Team Sports & Fitness
Portland, OR
Crafted consistent vision across multiple sport categories.
Projected unified brand presence, aligning strategies efficiently.
Nike Inc. Senior Designer, Asia Pacific HQ
Portland, OR
Developed, delivered, and maintained toolset consolidating communication across Asia Pacific rim.
Refined brand messaging across complex international, multi-cultural region, effectively conveying brand's identity.
Nike Inc. Senior Designer, Equipment
Portland, OR
Designed packaging for sports technology product.
Developed self-display packaging serving as POS, increasing sales.
Sony Music Entertainment, Senior Art Director
New York, NY
Created packaging, advertising, and POP.
HONORS
Grammy Nomination for best packaging
Effie Gold Award
NAIRD Nomination for best packaging
ID Magazine Annual Design Review
Art Directors Club, One Show
AIGA Sound Blast Exhibition
Norma Award
EDUCATION
Pratt Institute, New York NY
BFA in Communication Design
PROFESSIONAL AFFILIATIONS
Member AIGA
Member NARAS