Case Studies
Selected Work
Dream Water
Brand Refresh & Growth
Turning an awkward growing brand into one people could recognize, trust and remember.
The Challenge
Dream Water had a promising product, but its early identity still felt more like an R&D concept than a commercial brand. The company needed a distinctive identity and a consistent voice across every customer touchpoint.
The Strategy
Create a cohesive brand system that could grow with the business—from packaging and advertising to digital and social—while maintaining the equity of the emerging brand.
The Creative
I defined the brand's visual language, voice and tone, then translated it across packaging, website, advertising, social and marketing materials. I also led the redesign of the brand's outdated website and established guidelines for internal teams and external partners.
My Role
Brand strategy · Brand development · Creative direction · Copywriting · Packaging · Digital
The Impact
In the first year after I came on board, sales and brand recognition grew by more than 300%. Ultimately, that initial retail expansion enabled the brand to average $6M to $10M in annual revenue until its $26.7M USD sale in 2018.
Jackson Memorial Hospital
Maternity campaign
Making maternity care feel as emotional as the moment itself.
The Challenge
Maternity advertising often relies on the same familiar visual language: smiling parents, beautiful babies, and images of medical facilities. One ad looks like another. Jackson needed a campaign that would stand apart—and connect with expecting parents on a more emotional level.
My Role
Creative strategy · Creative direction · Campaign development · Art direction
The Strategy
Instead of focusing on the clinical experience, or medical expertise, we focused on what expecting parents were already thinking about: the moment they finally meet their baby.
We drew from the emotional power of birth photography, then shifted the perspective to spotlight the love and care Jackson's staff bring to those moments.
The Creative
Love is Life
A dramatic, warm visual language gave the campaign an editorial, almost cinematic quality. Singular moments and intimate compositions created an emotional connection while making Jackson feel distinctly different from typical hospital advertising.
The campaign extended across TV, outdoor and print, creating a consistent brand expression across channels.
American Express
The Next Generation of Platinum
Turning a benefits launch into an experience worthy of the Platinum brand.
The Challenge
American Express was introducing a new suite of travel benefits for Platinum Cardmembers. The challenge was to build anticipation, create a sense of exclusivity and drive Cardmembers to engage with the new benefits.
The Strategy
Build suspense before the launch, then turn the reveal into a premium, multi-touchpoint experience spanning digital, direct mail, editorial and physical packaging.
The Creative
Transforming Travel
Selected Cardmembers received a locked Tumi suitcase containing a collection of travel-focused gifts and an invitation to unlock their benefits online. A coordinated digital experience, editorial content and premium communications carried the story from anticipation to enrollment.
My Role
Art direction · Creative strategy · Promotional strategy · Digital · Integrated campaign
The Impact
The promotion generated organic conversation among Cardmembers and travel communities, increased awareness and contributed to Cardmember acquisition while reinforcing American Express's promise of world-class service.
Have a complex problem worth solving?
Whether you're building a brand, evolving an organization, or looking for experienced creative leadership, let's talk about where you're trying to go—and what's standing in the way.