Waxing is usually thought of as painful, unpleasant experience. So to redefine the category, we positioned European Wax Center as a luxurious, aspirational service that helps women find their inner strut. As a result, the brand’s total guest count has increased 400%, and they were listed on Inc. Magazine’s list of Fastest Growing Private Companies for three years in a row.
I oversaw the creative and design direction for the European Wax Center brand identity, design guidelines, brand film & imagery, communications & advertising across all platforms, store signage and redesign.
Creative direction for European Wax Center’s Strut 365 product launch involving a live model shoot, product photo shoot, and cgi renders for over 20 products in 3 product collections.
Creative and design direction for LRN's The How Report, a global empirical analysis of how governance, culture, and leadership impact performance.
Creative and design direction of all global advertising and design guidelines across all platforms for the LG brand.
Creative and design direction for Fortune's brand advertising campaign.
Creative and design direction of brand imagery, brand catalog, communication, sales kit and product brochures.
Nanhi Kali is a non-profit dedicated to saving young girls in India from being sold by their families. In the poorest regions of the country, parents simply can’t afford the requirements to care for and educate their daughters. But even with such an important mission, the competition for donations is overwhelming. So we focused on ideas that would go further than creating awareness, but actually engage people on a personal level and let them see the tangible results of their involvement.
I oversaw and developed the design direction of the visual identity, communications and website.
Awards and Recognition:
One Show Interactive
Cyber Bronze Lion
TED Ads Worth Spreading
Site of the Day
She Says Award
Creative and design of visual identity, brand imagery, website and product design.
Creative and design direction of brand identity, packaging, and communications.
Creative and design direction for visual identity, brand imagery, advertising campaign and website.
Every year, thousands of people who are prescribed painkillers become accidentally addicted. But because of the stigma that addiction carries, victims are reluctant to even discuss the problem. “Out the Monster” focuses on erasing the shame and starting an open conversation about treatment options. The core idea of the campaign is that accidental addiction is like a vicious monster, that robs its victims of their jobs, families and dignity.
I oversaw and developed the creative and design direction for Orexo's Out the Monster campaign book.
Cannes Gold Lion winner
We were asked by New Balance to create a movement to coincide with the launch of a revolutionary new kind of running shoe, the Minimus. The shoe comes as close to barefoot running as possible. So we put the Minimus at the very heart of running movement that advocates a “less is more” approach. We engaged ultra-marathon runner and minimalist advocate Anton Krupika to tell our story.
I oversaw the creative and design direction of the New Balance Minimus identity & product launch communications.