With an objective to capture the energy and life of the Starbucks Reserve brand, I provided photo art direction for the Mixology shoot. The idea was to focus on cocktail innovation in an active environment that also leverages the beautifully designed bar, surface materials and details as the backdrop. These assets were developed for starbucksreserve.com.

Adding to the photography range for the Starbucks Reserve brand, I photo art directed a lifestyle shoot in LA, at the Echo Park location. Wanting to provide a sense of space and openness, high angles and key lighting were thoughtfully considered. Movement through the space and real customers were also a mandatory to help tell the lifestyle story.

Barista craft is the focus. Espresso shots freshly pulled, a coffee flight experience, or a dramatically lit cold brew innovation, these are the details of the Starbucks Reserve brand photography expression.

With close collaboration with the Visual Merchandising team, I led the signage design look and feel for the Milan Reserve Roastery. This system was designed to allow for wayfinding and product signs to recede just enough for premium retail product to take front and center, but also highly functional for thoughtful product storytelling. The in-store signage was also developed for future dual language Roasteries. Aluminum, matte acrylic materials and black eggshell paper finishes are carefully considered.

Holiday Market is the concept. Through tight collaboration with Visual Merchandising, the product stories of Peace, Love, Joy are curated and zoned to feel sophisticatedly festive, but with a tiny wink. Trim was tastefully executed by an external artist.

Brooks' first collection Lookbook for atheleisure line, PureProject apparel. A clean, fresh design compliments the striking new lifestyle photography.

Tasked to reimagine and elevate the Brooks product catalog as a contender brand, I led a creative team to develop and create a consumer-centric Lookbook to convey seasonal product stories in a compelling way that is uniquely Brooks. Stories included four separate on-location lifestyle shoots.

As part of the Brooks Fall 14 Lookbook design, I led the team to create high-quality Footwear and Apparel Workbooks to accompany. All new product and on-body photography was introduced to enhance the sell-in experience. 

Challenged to create supporting retail graphics and installations for Brooks' very first and only concept store, I developed and presented the concept deck for various spaces. Multiple design solutions are queued to cycle through the year. These spaces include floor graphics, community wall and a non-structural bridge.

The London marathon is a day where Londoners get to show off their great city. People come from all over to run through all of the iconic landmarks. This campaign concept celebrates that and the Telephone Box Ghost 7 represents the dream of bringing people together, as they gather together to cheer not just for one runner, but all of them.

Retail creative specifically designed for national retail account, Dick's Sporting Goods.

Challenged to create a compelling retail campaign for the Brooks limited edition Boston Launch 2, we played up the unique lobster print, atlantic inspired sole and wooden aglets. Lobsters are tough, resilient, and have endured through the planet's evolution for 250 million years. Bostonians and marathoners have a lot in common with them (aside the surviving for millions of years). Are they Bostonians? Are the runners? No. They are lobsters. Enduring through the years and miles and ready to kick some butt.

Creative developed and designed for National and Specialty retail accounts.

Brooks creative had the unique opportunity to design a running kit for actor, Will Ferrell, through his team at Funny Or Die, the video website he co-founded. Will is a serious runner and the kit was developed to draw higher interest in the Brooks brand and to participate in the 100 year celebration of the running company in 2014.

Inspiring Coaches is a program that celebrates coaches who take their leadership into high schools, communities and lives of the athletes. The creative here transforms the EMP Skychurch for the annual award event where the finalists are brought together, and the winner is announced.

A promotional video I art directed for the Brooks Inspiring Coaches Program. The goal was to increase awareness, nominee submissions and votes. Well received, nominations increased 200% over the previous year.

As Creative Manager for MOD, it was my responsibility to ensure the unique customer journey story was told visually by the design team. Though no 2 MODs are alike, each store connects with the local community. On occasion, local artists or are used to design and paint expansive wall murals or installations.

As an applicant finalist for a design position with Rapha, I was given a spec assignment with the objective to demonstrate my understanding of the brand.

Rapha has partnered with select designers over the years – Paul Smith, Geoff McFetridge, House Industries – as a way to celebrate their brand affinities.

In 2016, Rapha and Alan Guansing have decided to partner together on a collaboration. The assignment was to design the jersey, cap, launch event postcard and customer email that brings the collaboration to life.