For more than 90 years, Scholastic has been one of the most trusted brands in education and children’s publishing, reaching more than 90% of schools in the U.S. I was engaged to rebrand one of its core properties, uRule, and to lead the design and development of multiple co-ventures with partners including Columbia Pictures, NJ American Water, The Life Foundation, and The Institute of Medicine.

As part of the uRule online space, kids could customize their page with content they cared about, from favorite books to sports and music. Scholastic wanted the core brand elements to be user-editable, so we created a flexible identity system built around a customizable “U” within the logo lockup. This ever-changing logo keeps things fresh, fun, and creative by involving the user in the brand experience. We also developed targeted campaigns that helped partners build brand awareness while giving teachers and parents valuable educational resources through websites, games, contests, and digital and print materials. The work increased brand awareness and drove stronger activation metrics, including site visits, click-throughs, and downloads.

Role / Creative Director, Designer
Deliverables / Website Design & Development, Digital and Print Design, Digital Marketing

(RED)Wire was an online music magazine and digital music service created as part of the broader (RED) initiative founded by Bono and Bobby Shriver. Through exclusive music and editorial content, the platform helped generate funding for the Global Fund’s HIV/AIDS programs in Africa. As part of the wider (RED) model, partner companies contributed through designated products and services that activated corporate giving to the Global Fund.

I was engaged to help define the UX for the music app and create design concepts for the music download site and marketing campaign. The result was a series of engaging, beautifully designed experiences across multiple touchpoints that helped music fans discover, follow, and purchase music from top and emerging artists while supporting the fight against HIV/AIDS.

Role / Creative Director, Designer
Deliverables / Website Design, UX Design, Marketing Concepts

Orlando Pita is a renowned hairstylist whose work has shaped runway and editorial beauty for more than 30 years. His looks have appeared in Italian, French, and American Vogue, Allure, and W, and his product line was developed to bring salon-quality performance to a broader audience through retail channels including Ulta and Costco.

I was brought in to help evolve the brand, expand the product line, and launch the company’s e-commerce initiative. This included overseeing the design and development of the website, building out the e-commerce team, and coordinating packaging, fulfillment, and customer service to create a stronger end-to-end user experience. The result was a more compelling e-commerce platform that helped position the brand for an increasingly omnichannel retail landscape.

Role / Creative Director, E-Commerce Lead
Deliverables / Brand Strategy & Development, E-Commerce Website Design & Development, Packaging & Product Design

Kristofer Buckle is a celebrity makeup artist whose client roster includes Mariah Carey, Blake Lively, and Christina Aguilera. After decades of shaping red-carpet beauty, he brought that expertise to his own cosmetics line, launching products through channels including Costco and QVC.

I was brought in to define the brand identity, create messaging and brand guidelines, direct packaging and product design, and build out the e-commerce experience. From website design and development to digital campaign direction and cross-functional coordination across packaging, fulfillment, and customer service, my role was to help shape a more cohesive, elevated brand at every touchpoint. The result was a clearer brand vision, a stronger direct-to-consumer presence, and added momentum across retail channels including QVC and Costco.

Role / Creative Director, Brand Strategist, Head of E-Commerce
Deliverables / Brand Strategy & Development, Brand Guidelines, E-Commerce Website Design & Development, Packaging & Product Design

Kevyn Aucoin remains one of the most iconic names in modern beauty. Through his work with stars such as Madonna, Whitney Houston, Cher, Janet Jackson, Gwyneth Paltrow, and Naomi Campbell, he built a legacy of artistry, transformation, and timeless glamour that became the foundation of Kevyn Aucoin Beauty, the brand he launched in 2001.

Following a private equity acquisition, my team was engaged to help revitalize Kevyn Aucoin Beauty by redefining the brand position and identity and translating that vision across every major touchpoint. From brand guidelines and marketing materials to point-of-sale assets and an e-commerce platform, we helped build a more cohesive and scalable brand platform that supported the company’s next phase of growth and eventual sale.

Role / Creative Director, Brand Strategist, Content Development, UX Lead
Deliverables / Brand Strategy & Development, Brand Guidelines, E-Commerce Website, Marketing Materials

Mainspring Legal was the parent company of Lateral Link, Cadence Counsel, and Bridgeline Solutions, bringing together a range of legal talent services spanning law firm recruiting, in-house and project counsel, and flexible legal staffing. As the organization expanded, it needed a clearer brand architecture and a more cohesive system across marketing, digital, and internal platforms.

I was engaged to help develop the brand architecture, design brand identities and assets, and oversee the strategy and execution of core marketing, advertising, and digital initiatives, including corporate websites and internal platforms. The result was a more unified and scalable brand system, increased website traffic and activations, and the successful launch of a new service offering that supported strong business growth.

Role / Creative Director, Brand Strategist, Product Manager
Deliverables / Brand Strategy & Identity, Marketing, Product Strategy, Web Design & Development