Delight, guaranteed.
I was brought in for a year-plus contract to provide a complete brand strategy and UX design makeover of American Greetings' custom, print-on-demand card property: Cardstore, including this new
expressive logo.

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Healthcare meets joy.

Brand strategy and design for Infinite Health Zone, a health and wellness space with an integrative approach to treating each client with a focus on optimizing the performance of mind, body, and soul.

Be brave enough to keep it simple.
– Tom McCallum

Mixed Social Signals is a blog that explores how the convergence of social media is transforming our culture and us into something entirely new, for better or worse. I started with a Rorschach exploration and ended up with "the social butterfly."

As part of a larger brand evolution while at American Greetings, developed a strategy to embolden the presentation by claiming the power and equity of the existing "rose,” using it as a stand-alone mark, which has now been implemented globally.

While serving as VP, Executive Creative Director at CNN, I led the evolution of all digital experiences and convinced leadership to drop the “.com” from the logo, consolidating the brands into one unified, modern, versatile, social-media-friendly square mark.

I led the strategy and design for SHIFT by MSNBC, an original streaming content channel with streamlined branding to unify the slate of 16 new shows. Shift Originals became the documentary branding.

Self-initiated adult beverage concept, “Vieques: Sparkling Elixir,” inspired by the island in Puerto Rico where natural bio-luminescent waters still glow at midnight. To pay off the concept I created the brand strategy, naming, logo, and packaging for the first three flavor profiles: Brut de Blanc, Blanc de Noir, and Rosé de Noir, all served in illuminated bottles and glassware.

I led a complete brand strategy makeover for this skincare company, from positioning through execution. Consolidated eight existing brand expressions into a singular updated PCA SKIN nomenclature and mark. This process along with new packaging and communications created a global-class brand, expanding from B2B into B2C and resulting in a recent 300M+ sale of the company to Colgate.

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I was brought onto this Maybelline New York project to lead the brand and marketing strategy, positioning, naming, and design of Colorpop, a new, modern, youthful, and lower-priced lipstick product line.

I led a complete 360-degree strategy, design, and creative evolution for BNRC’s brand and marketing platform.

The identity, naming positioning, and expression of all company communications were audited, consolidated and aligned;  a new brand strategy “The Landkeepers” was developed to affect maximum reach and impact with the core customers and fundraising.

As part of the brand development for Health Academy, an online education system for medical professionals, I created the mission, positioning, and design:

"Upskill your life. We believe that those in health and wellness careers can be part of a movement – in fact, lead the movement – that offers a new way of providing healthcare."