Space-Age Trade Show Environment

Agency: Shiftworks San Francisco
Client: Carbon 3D
Role: Creative Director / Concept Owner / Designer / Production Lead

My Contribution:
I owned the concept and steered execution hands-on, from initial vision to print-ready production. To streamline approvals, I developed 2D scale illustrations of the environment — a rare but effective move that gave the client clear spatial context. They confidently signed off directly from the deck. These same drawings later reduced guesswork during large-format production, saving valuable time on final prep and output.

Daymi
Agency: Shiftworks San Francisco
Client: Daymi Juices
Role: Creative Director · Brand Strategist · Lead Designer

My Contribution:
I led the end-to-end brand creation for Daymi — a west coast juice startup looking to stand out in a saturated wellness category. Through collaborative discovery, competitive research, and visual exploration, we defined a brand ethos built on modernity and quiet confidence. This direction sharply diverged from the earthy, homespun clichés dominating the market.

From brand strategy through packaging and rollout, I delivered a bold, minimal identity system anchored by refined typography, crisp layouts, and an expressive, elevated color palette. The result was a shelf-ready brand that looked and felt like nothing else in its space — clean, premium, and unmistakably current.

Background Context:
In a category overrun by hand-drawn fruits and rustic charm, we positioned Daymi as the sophisticated outlier. The goal was to retain wellness credibility while appealing to design-conscious consumers — especially those seeking function and flavor without the folklore. Our solution gave Daymi a unique voice and confident visual stance from day one.

Reliant Move
Agency: Grey San Francisco
Campaign: Move Stage Home
Client: Reliant Energy
Role: Associate Creative Director – Digital

My Contribution:
As the digital lead on the five-director ideation team, I helped shape the campaign from concept through execution. I was responsible for all online advertising — from idea to asset delivery. This included concepting and storyboarding ads with a copywriter and junior designer, presenting to senior leadership, and advising on media buys and integration strategy. I also coordinated on-set to ensure digital requirements were captured, and oversaw final digital delivery for what was a new product/service category at Grey.

Background Context:
I was brought in to build Grey’s digital capability and lead the online side of integrated campaigns. In this case, Reliant was used to traditional TV-first creative, so our process began with big-picture concepts pitched in spot form. Once a direction was chosen, our team of ECD, CDs, ACDs (myself included), and TV creatives collaboratively extended the campaign into digital, bringing it to life across platforms.

Agency: Grey San Francisco
Campaign: The Power In Your Hands
Client: NRG
Role: Associate Creative Director – Digital

My Contribution:
As the digital lead on this five-person campaign ideation team, I was once again responsible for all things digital — from concept to execution. Grey’s process began with big TV spot concepts, and it was understood that the success of the digital execution would depend on securing a specific animator with the rare Flash skills needed to bring the ‘hands’ concept to life. I sourced, hired, and led that talent, ensuring we could deliver the idea as intended. Every piece of digital creative passed through my hands — quite literally.

Background Context:

This campaign introduced NRG, Reliant’s parent company, to the Philadelphia market. It needed to feel fresh but credible — new, but not risky. We leaned into human imagery and nature-forward visuals, projecting a clean energy ethos. The ECD knew the success of this phase hinged on the digital execution — and trusted me to lead that effort end-to-end.

Drop Rebrand
Agency: Shiftworks San Francisco
Client: Drop (formerly Massdrop)
Campaign: Brand Relaunch
Role: Creative Director · Brand Steward · Lead Designer

My Contribution:
What began as a freelance print assignment grew into a long-term, multi-year partnership. I led the full rebrand effort — integrating the newly chosen name into a cohesive identity system and rolling it out across packaging, marketing, and digital touchpoints. I defined the visual language, developed the brand voice, and designed packaging and collateral across multiple product lines.

As brand steward, I owned all consumer-facing design, marketing assets, and brand guidelines. My role also included high-level creative direction, hands-on design, and producing final files for digital, event, and print outputs.

Background Context:
Drop’s audience was passionate but fragmented across niche verticals. The goal was to unify the brand and elevate its presence — making it feel like a design-led destination rather than a crowd-sourced marketplace. The clean, modular system I implemented allowed for flexibility and category-specific storytelling while staying rooted in a consistent, elevated look and feel.

Agency: Havas Global
Campaign: Business of Yes
Client: Citrix
Role: Associate Creative Director – Contract

My Contribution:
In my digital role, I developed interactive ad concepts, created storyboards, and built presentation decks for client reviews. I worked closely with the Creative Director to refine creative and collaborated with vendors to evolve working prototypes.

On the branding side, I explored visual treatments across skies, buildings, people, and typography — including the development of two custom cityscape illustrations used in both state and federal messaging.

For print, I created 30+ large-format compositions used as master layouts across the campaign. The technical nature of these files — which involved dense, mesh-gradient vector cities — required a high level of expertise in Adobe Illustrator.

Drop – Apparel Brand System
Agency: Shiftworks San Francisco
Client: Drop
Campaign: Japanese Selvage Denim Capsule
Role: Design Lead · Systems Thinker · Type Nerd

My Contribution:
I led the design system from first sketch to final press check — with a focus on grid, type pairing, paper stock, and pacing. A rare brief that gave me space to push pure design thinking — where every micro-decision mattered and less truly meant more.

ASUS Republic of Gamers – “Area 51 Gamer Girl”
Agency: McCann MRM
Client: ASUS ROG (Republic of Gamers)
Role: Senior Art Director · Concept Lead

My Contribution:
I concepted and pitched the “Area 51 Gamer Girl” platform — a blend of high-stakes absurdity and ultra-specific gamer tone. I led art direction across keyframes and visuals, grounding the look in polished sci-fi cinema meets internet-native swagger. The result: a campaign that energized ASUS’s core audience and stood apart from cookie-cutter tech spots.

Background Context:
ASUS ROG isn’t about general market appeal — it’s about tribe. This concept was built to celebrate that intensity, channeling gamer identity through a filter of sleek ridiculousness that players instantly got — and loved.

EA Command & Conquer 3
Agency: Freestyle Interactive
Client: Electronic Arts (EA)
Campaign: Kane’s Back
Role: Art Director · Concept Lead · Interactive Director

My Contribution:
I co-concepted the interactive narrative alongside the Copy CD, art directed the experience end-to-end, and directed the live-action shoot. I led the visual design, UX flow, and partnered with a UK-based animation house to deliver a polished, high-performance final product. I also presented work directly to the EA client and oversaw production.

Outcome:
The campaign delivered EA’s second-highest demo download rate at the time — and earned a loyal player base fired up for Kane’s return.

EA Dead Space – “Only the Dead Survive”
Agency: Freestyle Interactive (Digital) / HEAT (TV, Print, OOH)
Client: Electronic Arts (EA) Video Games
Campaign: Dead Space Launch
Role: Art Director · Concept Lead · Digital Experience

My Contribution:
I art directed the full digital campaign for Freestyle, co-developed the interactive concept, storyboarded key sequences, and oversaw all design and final delivery. I also collaborated closely with a UK-based VFX studio on the creature animation, ensuring the fear factor landed hard. The result was a digital experience that stood out at industry shows and set the tone for the franchise’s chilling identity.

EA Skate 2 – “Take Back the Streets”
Agency: Freestyle Interactive (Digital) / HEAT (TV, OOH)
Client: Electronic Arts (EA)
Campaign: Skate 2 Launch
Role: Concept Lead · Art Director · Video Director

My Contribution:
Freestyle tasked me with directing the digital video campaign on-set between HEAT’s TV spot takes. Tensions ran high — tight timelines, limited access to skaters, and agencies jockeying for talent time. But I concepted and art directed the digital side, directed live footage, oversaw interactive prototype development, and got it over the finish line.

Working alongside street skating’s top three pros in that environment? Total career highlight.

Carbon 3D – Auto Interiors
Agency: Shiftworks San Francisco
Client: Carbon 3D
Campaign: Auto Interiors Expo Debut
Role: Creative Lead · Designer · Illustrator

RESULTS
The illustrated key art became a centerpiece — drawing in curious designers and driving Carbon’s highest trade show engagement to date.

My Contribution:
Led all phases: research, creative concepting, design, illustration treatment, and final print production. (Note: the base car outline was licensed stock — all color, lighting, and finish were art-directed and custom-built.)

LOGOS
"Complex simplicity. Or is it simple complexity?"

The best logos appear effortless — but getting there is anything but. A truly great mark is the result of deep exploration, strategic clarity, and a few bold leaps. It may look simple, but behind that simplicity is a clever twist — a visual idea that reveals the brand’s essence with elegance and restraint.

Here’s a selection of marks I’ve crafted throughout my career — each one rooted in strategy, distilled to its sharpest form.

Freestyle
A competition-focused ski team needed a mark that felt fast and bold. The italic “F” reads as both letterform and freestyle aerialist, crash-kerned and ready to launch.

Crayon Industries
A Typekit founder, a Google exec, and a code visionary walk into a room... and hire me to design their SF agency’s identity. The final mark blends human warmth with geometric clarity — app-native and brand-smart.

This page is in development.

Heritage Royalty – Infographic Series
Client: Heritage Royalty
Based: Calgary, Alberta
Project Type: Visual Data Storytelling

Note: This page is in development.

My Contribution:
Led design and concept development for the full suite of infographics, and recommended an interactive solution that brought them to life across web and mobile — combining strategic design with practical implementation.
To ensure the infographics worked as intended, I also advised the client on a lightweight interactive plug-in. It gave their maps mobile-friendly pinch/zoom/scroll functionality — saving them custom dev costs and providing a perfect platform for the visuals to breathe.