Creative director and brand designer with 20+ years of experience developing end-to-end brand and design solutions for agencies, in-house teams, and packaged-product businesses.
Creative director and brand designer with 20+ years of experience developing end-to-end brand and design solutions for agencies, in-house teams, and packaged-product businesses. I lead global branding initiatives, visual identity systems, and brand governance—translating strategy into clear, usable design across print, digital, packaging, and campaigns.
I’ve built and mentored teams, partnered with cross-functional stakeholders and leadership, and delivered rebrands and creative work for startups through Fortune 500 companies, creating stronger brand awareness, equity, and sales.
Beyond Zero is the brand category for Toyota’s carbon neutral initiative behind their line of electric vehicles, including Battery, Fuel Cell, Plug-In Hybrid, and Hybrid.
I designed the Beyond Zero brand with a distinct logo and identity that reduces the red Toyota square to nothing, framing it in a graphic zero. Also distinct from the core brand, Beyond Zero favors white space and energetic graphics over full bleed imagery. The effect is clean and optimistic.
Hydro Flask is a global leader in high-performance, insulated stainless steel water bottles. In preparation for launching a global expansion, I led a team of designers and strategists to evolve the brand with the aim to capture a broader audience.
Unmistakably Toyota is the panoramic brand guidelines for everything seen, heard, and felt by the Toyota brand.
As lead designer, I shaped the comprehensive Toyota visual identity system from top to bottom. The system addresses brand architecture, informational hierarchy, logo systems, brand color profile, typography, photography, and other critical elements to create a more effective brand expression that ensures every new communication resonates as Unmistakably Toyota.
Key contributions include logo family development, typographic style guidelines, iconography, and a brand color profile for video and photography.
I created the award winning brand and packaging system to match the quality and experience that they provide. By shedding any remaining stigma surrounding recreational cannabis, Goodship offers an approachable, yet refined way to enjoy legal cannabis.
Highside is a family-run business and their logo honors them in a stylized crest embedded with a sea monster representing the Puget Sound by way of Scotland.
I created the logo to lead a packaging system that can adapt across a range of craft spirits and liqueurs. I also illustrated the series of labels that spotlight the local landscape and other mythic figures.
I developed a system of icons for Amazon’s Relocation Operations. Designed for internal communications, the icons outline each step in the package return process, from customer back to warehouse.
Refined and developed key global branding initiatives for Toyota, including the primary brand identity, underlying visual identity system, and brand governance documentation to ensure appropriate use and integrity of the Toyota brand. Established brand enablement strategies and documentation for internal and external advocates to reference when promoting the Toyota brand. Collaborated with cross-functional teams, key stakeholders, and leadership to develop and deliver key global branding initiatives. Provided creative direction, support, and mentoring to associate and junior designers. Created brand identities, graphic systems, and usage guidelines for agencies and holdings under the Publicis Groupe umbrella.
Managed all aspects of the studio’s creative services and design work, from attaining new business to briefing, research, design, and market rollouts. Led creative projects from initial strategy to corporate identities and complex brand systems with comprehensive guidelines for globally renowned companies. Designed and developed successful rebranding initiatives for established companies, increasing brand awareness, equity, and sales. Designed packaging, retail, print, and digital campaigns for many Fortune 500 companies, including Target and Starbucks. Recruited, developed, and led a team of designers, freelancers, and other creative professionals in an inclusive environment. Cultivated relationships and collaboration with clients and internal/external partners.
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