Work
Times Square Digital Billboard for Scotch-Brite
The ABC SuperSign is an iconic curved LED billboard, located in the heart of Times Square, New York City, at 44th Street and Broadway; a major hub of advertising and pedestrian traffic.
The North Star in Times Square is a large digital display screen, providing a prominent advertising opportunity for brands in the heart of New York City.
Date
July 2025
Brief
In effort to hype their latest campaign, Scotch-Brite needed two digital billboards designed for two locations in Times Square. The constraints were that they must feature their new 15-second ad, and must include co-branding with NYSE.
What I Did
As art director, I designed the composition within the constraints of the complex specs, and worked with my motion designer to execute the work.
Results
The first brief that came through was the ABC SuperSign – we received such high praise we were awarded the North Star billboard as well.
3M at Twin Cities Pride
The Twin Cities Pride Festival is the largest free Pride festival in the US, attracting hundreds of thousands of attendees to Loring Park in Minneapolis. The parade stretches 11 city blocks from 3rd St to the festival grounds at Loring Park.
Date
June 2025
Brief
3M asked my team for parade float design, festival booth design, and festival activity/merch for Twin Cities Pride. We were limited to a van wrap design for the parade, and we had a very modest budget. 3M wanted to be seen as a quiet ally, putting the community first and keeping branding more modest.
What I Did
As art director, I lead the project through conception and client presentation to approval and QCed technical deliverables. Alongside my creative director, I worked with two other designers and one copywriter.
Results
We succeeded in our goal of expressing a community-first presence at the event, giving folks a chance to color the flag to represent their identity and color the hands to show love for the skin they're in.
Private Label for World Famous Sports
Iceberg is a skiwear brand exclusive to Walmart, comparable to Pulse, the more broadly available skiwear brand from World Famous Sports.
Date
January 2018
Brief
A logo, color palette, and hangtag design was needed to represent a diverse line of skiwear apparel. The client wanted a simple, modern, technical design to apply to all different features of the various products under the private label.
What I Did
I designed the logo, established the color palette, made brand photography selects and edited the photos to match brand colors. I designed the die-cut for the hangtag to be interchangeable based on the distinct product features, and I did the technical drawings featured on the inner tags.
Results
The logo was later applied as embroidery on some of the products, and the hangtag design received enough love to requisite a version for the other brands under the World Famous Sports umbrella.
Craft City by Karina Garcia at VidCon
VidCon is a convention for digital creators, their fans, and industry professionals to celebrate and shape the future of online video content and digital culture.
Karina Garcia is a well-known content creator who rose to fame with her slime videos and DIY content. Craft City was her product line and brand, offering various DIY and craft kits.
Date
July 2019
Brief
To promote the brand and their recent collab with Kool-Aid, Craft City needed designs for the booth walls, the Kool-Aid slime stand, the Slime Bar, and the slime container labels.
What I Did
I designed the elements in the brief, from top to bottom. I also contributed a few donut squishies (made with Craft City kits) to hang on the Squishy Wall for a photo moment.
Results
The interactive elements of the booth (Slime Bar, Squishy Wall, Karina meet+greet) earned massive foot-traffic and photo-ops. The brand received some positive press, including a shout-out in an article from Paramount.com covering the event.
New Product Marketing Content for Command
Best known for adhesive hooks and strips, Command lets you mount or hang things on walls without nails, screws, or permanent damage. The products hold a surprising amount of weight, and are designed to peel off cleanly without leaving residue or damaging paint.
Date
May 2023
Brief
To announce Command's new bathroom products and curtain hangars, they needed a photoshoot and e-commerce marketing content. The client wanted the material to educate consumers about what the new products were and how they operate.
What I Did
I worked on model selection and props, and remotely art directed the photoshoot. Afterward, I used the photography to create e-commerce content, organic and paid social content shown here.
Results
The client was happy, and awarded my team more photoshoot opportunities. The trusted relationship even earned my team a videography opportunity later down the line.
Jiffpom Cutelife Influencer Box
Jiffpom is an internet-famous American Pomeranian dog who rose to stardom in 2014 for his appearance in Katy Perry's "Dark Horse" music video and for setting two Guinness World Records. Jiffpom's large following on social media led to the launch of Jiffpom Cutelife, his brand of collectible figures and plushies.
Date
March 2019
Brief
The brand needed an exciting unboxing experience to send products to influencers. They intended to send one plush and two figurines along with brand collateral, and had a very tight budget.
What I Did
I designed the box and collateral (stickers and letter). I met the budget by printing only the inside of the box, and represented branding on the outside with branded shipping tape.
Results
The explosion of spot-colors inside the box was as impactful as I'd hoped, and the brand got a measured response from the chosen micro-influencers.
UBTech at AORN Show
Association of periOperative Registered Nurses (AORN) connects perioperative nurses from around the globe to share in education, innovation, inspiration, and networking.
This 69th annual event marked the return to in-person attendance after the pandemic.
Date
March 19, 2022
Brief
UBTech needed a display that would demonstrate their UV-C disinfection robots, while protecting attendees from the harmful effects possible with exposure to UV-C light. They also needed a space comfortable for chatting with interested parties.
What I Did
As graphic design lead, I worked with an external contractor building the enclosure for the demonstration, with UV-C protective glass. I deployed simple, clean and airy style treatments, to make a technically complicated product look as simple and easy as it truly is.
Results
The demonstration went off without a hitch, and the simplicity of the design was just enough to pique attendees' interest into engaging with our salespeople.
Exercising With Your Cat Booklet
While likely not an effective exercise routine, the real focus of the guide is on making a connection between indoor pets and their often sedentary lifestyle.
Date
May 2015
Brief
There was no brief, this was a strike of inspiration!
What I Did
I wrote, designed, and illustrated this booklet.
Results
As a passion project, the "client" was quite happy with the finished product.
Sweet Life Logo and Branding
Sweet Life is a DIY candy art brand for kids. Founded by Jackie Sorkin, this brand indulges kids with the joy of playing with their food before relinquishing to a powerful sugar high.
Date
May 2021
Brief
Jackie Sorkin's sub-brand Sweet Life needed a logo and branding elements applied to package design, in sync with the existing branding of Candytopia. The client specifically requested the presence of pink.
What I Did
Much of the assets needed for the package design were provided; my contribution was mainly the logo design, color palette, and package design.
Results
The project was unfortunately cancelled, through no fault of the design.
Training Guides for Treasures
Treasures is a nonprofit that works to equip and empower people in the sex industry to live healthy, flourishing lives, and train others to do the same.
Date
December 2020
Brief
An important resource for the Treasures volunteers is their training guides. The client needed a clear and easy-to-follow design, with the user in mind. They also wanted a clean, sleek look and feel.
What I Did
I organized the information into an easy-to-read format, typeset all the different versions of the guide, created interactive digital components, made the photo selects and edited them for a cohesive look.
Results
The client loved my idea to make the PDF interactive, was happy with the pull-outs in the margins to break up the text, and pleased with the broad margins for note-taking on printed guides.
ADIBOT Email Drip for UBTech
ADIBOT is a line of UV-C disinfection robots developed by UBTECH Robotics, designed to disinfect spaces in schools, businesses, and hospitals without chemicals.
Date
November 2021
Brief
The client needed an email drip campaign for information on the ADIBOT product line. The purpose was to introduce the product, and meant to be educational. Along with established branding and typical constraints of HTML email, the client provided a bank of text, imagery, and video to be sorted into a drip.
What I Did
I organized the information into digestible chunks, and designed the information into easy-to-read visuals complimented with the photography and video assets.
Results
The client was pleased and awarded me several other email drip campaigns seperate from this one.