B R A N D D E S I G N + S T R A T E G Y
AMAZON FRESH Brand & Creative
The grocery chain founded by AMAZON is a fully integrated grocery experience requiring brand experiences online, in-store and in the development of private label store brands. As leader of the Brand & Creative team, all advertising, digital, social, instore, packaging and events marketing was created and executed by our team of 40+ designers, art directors, packaging designers, copywriters and digital media experts.
OLD NAVY Brand Campaign
Fall fashion campaigns can be fleeting. Old Navy wanted to create a brand handle that could live beyond one season. Leading the creative direction in partnership with copy writers, designers and marketing partners, the “Hi-Fashion!” tagline is still utilized to this day.
CVS HEALTH Signage Guidelines
As Chief Creative Director at CVS/pharmacy, the nationwide chain was ready for a facelift. Exterior and interior signage and brand trade dress guidelines developed by my team are still in place today and are the brand standard for stores in all regions. The vision was to modernize and unify the brand by simplifying the type to one font family, Helvetica, utilizing a bright color palette that integrated well with the red brand color and creating a signature pattern utilizing the brand “teardrop” iconography.
PHILZ COFFEE Brand Book & Guidelines
As Philz was growing quickly and opening more stores across the United States, the CEO needed to scale his proprietary brand experience quickly. It was critical to Jacob Jaber and his father Phil, the founder, to retain the authenticity and soul of the Philz experience. This required a “brand bible” that expressed the brand promise, story, values and principles. As a consultant, I wrote, designed and art directed their brand guidelines in collaboration with the Philz leadership.
EASY SPIRIT Brand Refresh & Guidelines
Easy Spirit was long overdue for a brand refresh. The CMO at Jones New York worked closely with me to devise an approach that positioned Easy Spirit as more fashionable to attract a younger demographic yet retained brand cues to prevent alienating the core customer. Overall it was a success and is still utilized to this day in all forms of brand communication.
