Primary.com is a bright, brilliant, new direct to consumer children’s clothing brand. They launched with simple but essential styles available in every color of the rainbow. I was called in to create a special valentine’s day print that was supposed to be a one off experiment to see if patterns would appeal to the customer. With 50% sell through in the first week, it was a huge success and is leading to a bigger exploratory in the print and pattern area. I was also brought in to explore seasonal concepts which led to an expansion of their iconic color palette. See the Forbes article for more info.

One of my biggest challenges was a new client: MYSELF. I launched a new business as a professional organizer. Along with my wonderful partner in organizing crimes, I named, designed the branding, and created the website, and have been creating marketing to launch the business. Visit us at curatedspaces.art if you have any urgent dis-organizational needs.

Porter Joseph is a calligrapher extraordinaire. Her request for branding was to capture the feeling of vintage typography without being retro. To create a one of a kind look I customized specific letters in the logo. The best part of the project was sourcing the paper stock (crane’s) that wouldn’t allow bleeding with her quill and ink. We ordered many samples and found a good old fashioned print shop deep in the heart of NJ.

Leave Out Violence (LOVE) is a non-profit that helps teens who have been affected by violence, overcome trauma and move on to socially and economically productive lives. LOVE teaches leadership skills through photography, writing, film and school outreach. I created the logo and branding for the organization and was the communications creative director and President of the New York City chapter.

S.O. Not Plastic was a grass roots campaign to appeal to residents of South Orange to reduce or eliminate the usage of single use plastics. It launched during "back to school" week, and reached residents through posters in local shops, postcards handed out at the train stations, in school workshops, distributing car magnets, and social media.

Designed the brand image and website for the Foundation for the South Orange Public Library. This logo establishes the library as a town square and community meeting place. Mixed fonts in the logo suggest a wealth of information and variety within the library from classic books to modern technology. Visit the website here: https://www.soplfoundation.org/

Thai Yoga revitalizes you as well as calms and centers you. A bright red and a calming blue were chosen to show this contrast. The repetitive circles are meditative as well as conveying the circular motion of breathing. The logo needs to separate from the standard imagery used by other yoga studios because of its unique work.

New brand ideation / Marketing Campaign / Print / TV / Logo design / Retail: Label name and designs / Hangtags, In-store marketing

THE MISSION:

Create a new brand that attracts a younger customer to Lord & Taylor, the grand dame of department stores. This legendary store had many gems in hiding.

THE RESULT:

We scoured the archives and found inspiration! We created the name derived from the original flagship store on Fifth ave. The launch collections were designed impeccably (I own much of it) and the campaign was inspired by these fabulous designs. It bowed in the New York Times style section and resulted in sell out items with each ad. The imagery and tagline was used everywhere from window displays to taxi cabs.

Gray Away is a cult product that covers gray hair flawlessly in 10 seconds! These memes were posted just as L'Oreal was launching their own version of spray. The objective was to catch attention in a bold way.

Junetics was a start-up network marketing company similar to Avon, specializing in skincare. Many aspects of design were required to launch this new brand, from typography to color palette to website design. Included here are sample web pages, brochures and stickers with a mantra created to motivate and excite the new sales associates.

Marketing / Brand Voice / Customer profile

I was part of the team that launched VS PINK. We helped define the younger target and created products that spoke to her. We branded "Panty Cards" which were created to make underwear giftable at holiday.  We engineered a way to package a panty inside a greeting/gift card. PINK was the perfect product, print and pattern was modern and colorful, still a signature of the brand today. As well the sizes were tiny so fit nicely into a card.

Cause related marketing and product design for the Avon Foundation. Created print and pattern concepts and product ideation. Shoppable in the brochure and on the website. https://www.avon.com/crusade

This organization is a dynamic force in the non-profit world. The logo was designed to capture the energy and intelligence of the partners. Orange is a bright and powerful color combined with a classic serif font that conveys serious thinking.

Created a holiday driven campaign for Avon, including extensive print and pattern exploratory, product ideation and design recommendations for categories including beauty, home, jewelry, gift sets, personal care, sleepwear, accessories and collateral. Below is a small sampling of the entire 150 page presentation.

Logo for a cleaning service that integrates clean font with whimsical hand drawn illustration. This emphasizes that this is a friendly personalized service not a big anonymous company. The addition of the retro font adds an element of good old fashioned trust. Color palette is rubber glove yellow, bleach blue, and glass cleaner purple

Bliss, a well recognized brand needed a facelift to introduce exciting, new and different services. Reinvented a new Bliss by adding color to the classic spa blue, created print and pattern and a campaign for New York City to be plastered in subways and local media.