Brand Identity Systems

TransRe
I was inspired by a nautical monkey-fist knot for this re-insurance company’s new logo mark. The bold blue translated well across a new site design, ads, white papers, and office environments. See more >

Macy’s Star Rewards
The existing Star Rewards branding was elegant but didn’t align with Macy’s new warm and friendly vibe. See how we transformed it with a new color palette, brighter photography, and simpler messaging. See more >

Macy’s
Even an iconic brand needs a refresh sometimes. As Macy’s was evolving its marketing to be warmer and more inviting, the branding needed to shift as well. See more >

Brand Launches & Marketing Campaigns

Branding is my specialty and I got to work on a lot of brand launches with the Macy’s private label team. Sometimes we started from scratch, sometimes we worked with agency partners, but for every brand we created unique marketing campaigns that spanned emails, assets on macys.com, packaging, in-store messaging, and paid media.

Epic Threads
First we partnered with an agency for a new logo, then my team refined the visual identity system and launched it online and in-store. See more >

On 34th
This brand launch became the roadmap for how Macy’s treated new brands going forward. Click through to see why. See more >

Mode of One
How do you create marketing for the coolest brand in the Macy’s portfolio? You let the product speak for itself. See more >

Style & Co.
This long-standing brand got a major face-lift with new packaging and new photo direction to target a slightly older customer. See more >

Arch Studio
The vision: shoot on location at a mid-century house. The budget: shoot at Macy’s in-house studio. Click through to see how we made it work.

So nice I did it twice

The original
The first time I worked on this campaign the goal was to raise awareness of Macy’s personal stylist service and fold it into the overarching brand identity. See more >

The sequel
Three years later, the strategy shifted and the request was for more informative storytelling that explained exactly what a customer could expect when they booked an appointment with a stylist. See more >