Creative and Art Direction, Graphic Design, Branding, Content Development
Joe Fresh Brand Guide
The Joe Fresh brand guide was created to define what Joe Fresh does, makes, looks like, sounds like and believes in.
Guide elements include story, positioning, brand voice, manifesto, identity, color, typography, photography, video, digital, social and signage.
"Hi, We're Blu" was an agency promotion that positioned Blu Communications as savvy strategists, resourceful problem solvers and fearless creative boundary pushers for clients in the arenas of fashion, beauty and home.
Print and digital communications introduced the agency's witty personality, graphic aesthetic and sky's-the-limit philosophy, alongside featured agency work.
TuneCore Brand Guide
The TuneCore brand guide was created to define what TuneCore does, makes, looks like, sounds like and believes in.
Guide elements include story, positioning, brand voice, manifesto, demographics, identity, color, typography, photography, digital, signage and promotional.
The campaign was photographed documentary style and featured real artists at real venues throughout Brooklyn and New York City.
Hudson's Bay Beauty Underground
Makeup trends have changed over time. So have the shopping habits of the millennial customer, who prefers edgier, more integrated boutiques like Sephora over traditional beauty department store formats.
"Beauty Underground" was a new concept that consolidated multiple beauty brand counters into a one-stop-shop located within Path—Toronto's highly traversed underground walkway and subway system.
Campaign messaging repositioned Hudson's Bay as a modern and convenient beauty boutique to commuters on-the-go. Bold photography featured smoky eyes, red lips, metallic and color galore.
The cultural shift in how, where, and when women work, dress and live has changed radically in recent years, and in 2015 Ann Taylor wanted to develop a campaign that reasserted and redefined its relevance.
“Rethink What Works” was the resulting digital and print campaign that conveyed Ann Taylor’s modern, more casual approach to work dressing.
Joe Fresh U.S. Launch
"Fresh to NYC" was a teaser campaign that introduced the Canadian brand to the U.S. via print advertising, TV and OOH station dominations in Times Square, Grand Central Station, Penn Station and Union Square.
Campaign photography alongside brand positioning copy expressed the Joe Fresh aesthetic and apparel categories.
Hudson's Bay New Men's Floor
"5 Please" was a teaser campaign that launched the opening of the entirely redesigned and relocated men's floor at Hudson's Bay. The campaign featured spring contemporary styles ranging from suiting to streetwear while playful messaging helped with new wayfinding.