We worked with this cheeky cosmetics brand to launch two new lines of products based on a couple of their best sellers. Benefit's voice is already very whimsical and playful, but always beautiful.
The Hoola line of products launched online February 2016 and will hit national stores in July. The best-seller Hoola powder bronzer is the cornerstone of the line and is one of the original Benefit products. We were challenged to construct a scene with a story that could convey the idea of bronze in a new way. So we took a classic story with an infamous line and gave it a Benefit spin.
I was with this project from conception to production, was Lead Studio Designer and had to pleasure of being an on-set designer as well.
The second campaign we did for Benefit Cosmetics was for new products inspired by their best-selling Dandelion powder. This campaign was designed to target the Asian market. By creating an imaginative world where men lived on dandelions, we were able to capture the fun and flirty nature of the baby pink color while still creating a beautiful campaign that literally references the product name.
I was Studio Head for this campaign as well.
This work was created at the Division of Labor.
When working with this well-known outdoor gear company to launch a new line of vacuum insulated bottles, we wanted to really celebrate the functionality of the bottles, while not getting sucked into just the technical specs, like the slew of competitors. We wanted to speak to both the outdoor enthusiast as well as the average commuter by showcasing the product and its claims through beautiful photography, elegant design, and deliberate headlines.
We created this visual campaign for these new bottles that were showcased in various print publications, at tradeshows, across social media, and in retail stores.
I worked directly with the Creative Director to create this campaign from conception to production.
This work was created at the Division of Labor.
Working with the internal client team as well as directly with the client, I created a design system for a collection of Amazon devices. These printed and digital booklets were created to accompany the device launch or when Amazon chose to send out a device to certain groups of people (press, influencers, etc.).
I also worked with the client to create a visual identity for a couple specific events for which they hired OutCast.
This work was created while working at OutCast.
A little more info about the guides...
This project began as a one-off request for how to use the Echo and Alexa in the broadcast environment. But once the guide was printed, the client was so pleased with it that the other device teams began requesting guides for their devices. I worked to adjust the layout and typography so that it could be used as a system for any and all devices. The visual elements then were applied to whatever format the client requested, whether it was a digital guide, a printed guide, or a double sided document.
My team and I worked with Cisco for about a year to launch a new product, create compelling social content, and craft their SXSW experience. We began by creating a brand guideline for Cisco Spark that both aligned with the new Cisco tone and voice and allowed Spark to differentiate itself within the Cisco product ecosystem. From there, we followed those guidelines to create an ongoing social strategy with content across Facebook, Twitter, and Instagram. We crafted the product launch event for the Cisco Spark Board, then followed up by creating a unique and catered experience for people at SXSW.
This work was created while at OutCast.
When creating a campaign for this online news source, we came up with the line, "Welcome to the New News," to emphasize the drastic difference between the content of OZY versus other online news sites. We did this by celebrating the rich content that they explore and contrasting this content with the more superficial content about which other news sites usually write.
I was able to create digital assets for social media advertising, as well as print ads for three issues of The New Yorker. I also animated 10 video shorts celebrating individuals that are current and doing something that "matters," and an explainer video that is used on the About OZY page on ozy.com.
This work was created at the Division of Labor.
We launched a campaign to tell people about all the great things in the Bay Area, besides work, that are Bartable to try to increase off-peak ridership. Restaurants, entertainment, sporting events, shopping etc. This idea of "If it's _______, it's Bartable," really took off and we have been able to adapt it for more focused audiences and seasons.
I was Studio Head for this campaign as well as Video Editor for the "If it's edible, it's Bartable" commercial.
This work was created at the Division of Labor.
For the launch of their new documentary “The Defiant Ones,” HBO teamed up with Bloomingdale’s to launch an exclusive collaboration for the release with NYC-based artist Ross Riddle. The design team was tasked with creating an experience for the retail window space to highlight the collaboration. We focused on the theme of music and disruption. The first window featured synchronized spinning records that spelled out the show’s logo only once per cycle. The second window was large dimensional type that played with the artist’s names featured in the documentary. The final window was a collaged created and remixed from album covers, with motion graphics that helped bring the background to life.
This work was created while at OutCast.
When working with this new local craft brewery, our strategy was to create a more real-world brand within the craft brewing market. We created a look that mimicked offset printing for the posters.
We extended the look onto a billboard and launched a social media campaign that if a person posted a "Big-Ass Selfie" with the billboard in the background and showed it to the bartender at a specific SF pub, they would get a pint of Headlands for free.
I was the AD for the posters and billboard and developed their website as well.
This work was created at the Division of Labor.
We launched an outdoor campaign in Chicago, Miami, Houston, Portland, and San Francisco based around statistical data. After many rounds of creative, the client went with a very clean/graphic style.
I was Studio Head for this project and created all the mechanicals for all five markets that went to press with ClearChannel.
This work was created at the Division of Labor.
When creating a campaign for pay-per-mile car insurance, we wanted to ask the question, "Why pay for miles you don't drive?" So we decided to show all the people who might benefit from this type of car insurance, you know, the folks who have a car that stays parked in it's spot most of the time.
"Car insurance for people who don't drive much," was born. We worked with an illustrator to showcase the archetypes of folks who don't drive much.
This work was created at the Division of Labor.
This campaign included digital, social media, and out of home. I was Head of Production for all assets.
When TBS came to us to launch a new TV show, we thought that the best way to promote a new comedy would be to get people laughing before the show aired. We capitalized on the wealth of photos that people post on social media with #badhaircut or #haircutfail. We created an interactive campaign through social media, a digital outdoor campaign, as well as web banners, Facebook advertisements, and a commercial.
This work was created at the Division of Labor.
Elby is a new electric bike company that came to us wanting a complete brand creation. We worked with a guy to create the logo, then it was all about creating the brand voice. I had a heavy hand in creating promotional material as well as compositing the chosen bike colors and logo onto their floor sample.
We created a website as well as tradeshow assets and a campaign, "You charge it. It charge you," where I was able to help out with creating and compositing some 3D modeled typography.
This work was created at the Division of Labor.
For OutCast's 20th anniversary, the design team riffed off of the idea of vintage camping to create an immersive experience for all employees. My team created all collateral, programming and experiences for the all-hands, company-wide event. To divide people into groups, we created spirit animals that exemplified the core attributes that OutCast looks for in all employees. These came to life at the event as each group adopted their animal personas to create team flags, compete in a synchronized field day, and win group awards, all while wearing their custom animal bandana.
I illustrated each animal, designed each bandana, and sewed the fabric on which they were all printed.
This work was created while at OutCast.
When this reputable photography supplier wanted to launch their new camera, the DxO ONE, we worked hard to create a campaign that would highlight the professional quality of the camera paired with the ease of connecting with your iPhone.
We created web banners, as well as packaging and an instructional booklet in 8 languages. I was Head of Production for the booklet and packaging, creating digital illustrations, layout, and assisting in the compositing for the packaging.
This work was created at the Division of Labor.
We worked with this job search website to try to differentiate them in a crowded market. Other job search sites talk about the sheer number of jobs they have to wade through. But Simply Hired is just focused on finding you that one job you’ll actually love. We did this through two veins, (1) the outdoor and social campaign focusing on the days of the week, and (2) the series of video content that highlighted the hyper-realism of stock photography and video surrounding the workplace.
I worked as Video Editor and Studio Head for both sets of creative.
This work was created at the Division of Labor.
ModMath is the first free iPad app that helps kids with dysgraphia do math. Dysgraphia affects kids with dyslexia, ADHD, autism, dyspraxia and other disabilities. ModMath helps to level the playing field.
The app was developed by one of my bosses at Division of Labor, Josh Denberg and his wife Dawn. They developed it to help their brilliant son who has dysgraphia.
I was pulled in to aid in creating materials for their Kickstarter campaign as well as to build and manage the website.
Check it out at ModMath.com
This work was created at the Division of Labor.
Uber is available on 6 continents and 37 cities within the U.S. It's growth is astounding and they have been able to provide a great service to drivers and riders. As they dominate the urban areas, the rural market becomes the next focus. They are going to launch in Montana in 4 of the major cities there. They approached me as a graphic designer because I am born and raised in Montana and thought my perspective would be valuable with creating collateral to celebrate the whole state, not just the launch cities. I created a poster for the launch party and cards that will be in all Uber Montana drivers' vehicles.
I focused on celebrating both the well-known and the more obscure tourist and local attractions and amenities of the Big Sky State.
The Melt already has an established voice and brand style. Our job was to bring it to life with creating and launching National Cheeseburger Day, where we hired a famous cheese carver (yes, you read that right) to carve a cheeseburger out of one ton of cheese.
For the launch party, I created a collection of animated screens that ran throughout the event.
We also created some outdoor boards for the opening of a branch store in Denver, as well as a group of digital screens that will run in stores throughout the west coast.
This work was created at the Division of Labor.
When the Napa Valley Performing Arts Center at Lincoln Theater was trying to reinvigorate their repertoire, the Director came to me in hopes of finding a more current voice for their promotional material. I wanted to create a loose template for the posters and postcards that could be grounded in solid design principles yet still remain flexible enough to allow the feel of each event to shine through.
While doing design work for them, I created posters, postcards, web and email assets, and magazine advertisements.