My first Ledger designed collection. I was inspired by trying to mix the real and the digital. Which lead me to think of gemstones and their natural transformations and our affinity towards them to be precious. I chose the color schemes to market each product to different sectors of our audiences. I wanted people to find themselves in the product's color ways and see how something can be beautiful and also functional. When it came to the creative direction of the media, I wanted to visualize the transformation and the beauty of it.
Saucey is on-demand alcohol delivery, providing customers fast and reliable service. Saucey needed some help bringing their new branding to life across market-specific campaigns as well as build brand awareness and help shape their presence back into the world. OOH Campaigns - Spike in new user acquisition from campaigns as well as the return of users in old markets Custom Saucey Icon Library - Set custom icon direction to create branded icon library UI - Create seamless art direction between marketing and product Product - Achieve overhaul of product facing designs to elevate Saucey TOV and branding on POS for the consumer Photo Library - Set direction of shoot to create evergreen assets
Overview: As the lead designer for a high-impact campaign launch, I had the honor of overseeing the entire creative process, from conceptualization to execution. This project provided a platform for showcasing my multifaceted design skills and strategic design direction. Role & Responsibilities: Custom Typeface: My journey began with the creation of a custom typeface that embodied the campaign's essence. This bespoke typography served as the foundation for our visual identity. Logo Design: Building upon the custom typeface, I designed a captivating and memorable logo that encapsulated the campaign's core message and values. Billboards: I translated the campaign's visual elements into compelling billboard designs, strategically placed for maximum exposure. These billboards served as eye-catching landmarks that reinforced our brand message. Paid Media Assets: My responsibilities extended to designing an array of paid media assets, including digital banners, social media graphics, and print collateral. Each piece was carefully crafted to maintain brand consistency and drive engagement. Design Direction: Throughout the campaign, I provided design direction to ensure that our visual identity remained consistent across all touchpoints, ensuring a cohesive and impactful brand presence. Challenges: Visual Cohesion: Maintaining consistency across various media while adapting to different formats and channels. Audience Engagement: Capturing and retaining the audience's attention in a competitive advertising landscape. Results: The campaign launch was an undeniable success, garnering widespread attention and engagement. The custom typeface and logo I created served as the pillars of our visual identity, making our brand instantly recognizable. The billboards and paid media assets effectively communicated our message and drove substantial user engagement.
Overview: As the Art Director for the Snapchat original series "Road Trippin'," I had the privilege of spearheading the creative direction and visual storytelling for this exciting digital adventure. This project allowed me to showcase my expertise in visual design, storytelling, and strategic thinking. Role & Responsibilities: Conceptualization: From the project's inception, I collaborated closely with the production team to conceptualize the show's unique visual style and narrative approach. Creative Direction: I led the creative team in developing a cohesive and visually captivating style guide, encompassing everything from graphics and animations to on-screen aesthetics. Visual Storytelling: My role involved crafting a compelling visual narrative that engaged the Snapchat audience, ensuring the show's content remained fresh, relatable, and visually appealing. Design Execution: I oversaw the execution of all creative assets, maintaining a high standard of quality and consistency throughout the series. Collaboration: Effective teamwork was paramount. I collaborated closely with writers, editors, animators, and other key stakeholders to ensure the show's creative vision was realized. Challenges: Snapchat Audience: Adapting our creative approach to cater to Snapchat's unique and dynamic audience, ensuring the content remained engaging and shareable. Consistency: Maintaining visual consistency across diverse episodes while allowing for creative flexibility to adapt to different locations and storylines. Results: "Road Trippin'" quickly became a Snapchat sensation, with each episode racking up thousands of views and shares. The creative direction and visual storytelling I provided played a pivotal role in the show's success, helping to establish a unique and memorable brand on the platform.
Overview: In this project, I had the privilege of developing a comprehensive brand identity for a groundbreaking online veterinary platform known as "Airvet." The objective was to establish a compelling and trust-worthy visual and conceptual presence that would resonate with pet owners, veterinarians, and animal enthusiasts alike. Challenges: Building a brand that embodies compassion, expertise, and convenience in the field of veterinary care. Differentiating Airvet from traditional brick-and-mortar vet clinics.Creating a memorable identity that reflects the online nature of the service. Approach: Research & Discovery: To understand the unique needs and aspirations of both pet owners and veterinarians, I conducted in-depth market research and gathered insights from potential users. Logo & Visual Identity: I designed a distinctive identity featuring a friendly, stylized illustrations combined with a modern, professional typeface. The color palette combined soothing blues and vibrant warm colors to evoke feelings of trust, nature, and healing. Branding Elements: The brand identity was extended to various touchpoints, including stationery, business cards, and online assets such as a website and social media profiles. Messaging & Tone: I crafted a warm and informative tone for all communication materials, emphasizing the accessibility of online veterinary services. Results: The newly minted brand identity for Airvet has already garnered significant attention and positive feedback. It has helped establish the brand as a trustworthy and innovative force in the world of veterinary care, attracting both pet owners seeking convenient solutions and veterinarians looking to expand their practice in the digital age.
The sole product designer behind an exciting dating app soon to hit the App Store. From concept to creation, I've been the driving force behind every aspect of its design. Cuffed is an app where you can only speak to one person at a time, and in this approach, I wanted to make an app that felt personal and welcoming. From the typography to the UX of the app, it is meant to make the user feel special and in return in a place ready to connect with others.
Snapchat has the largest audience of young people in the world. And with this power comes the opportunity to create change. The mission of this project was to educate and sign up young people in the US to create the change they want to see in the current political system. This campaign resulted in 1.3 million young people being registered to vote, bringing power to the voices of the next generation. The campaign included a custom typeface, content created in 5 different cities, real users, filters, in app games, and AR experiences.
Overview: As the Creative Designer for the iconic Standard Hotel, I had the privilege of spearheading a comprehensive creative transformation that touched both the digital realm and physical spaces. This multifaceted project allowed me to demonstrate my proficiency in web design, illustration, and merchandise branding. Role & Responsibilities: Website Redesign: I undertook the complete redesign of the "shopthestandard" website, ensuring a seamless and visually engaging online shopping experience. This included revamping the user interface, optimizing navigation, and creating a design that resonated with the hotel's unique brand identity. Custom Illustrations: To infuse the hotel's spaces with character, I crafted a series of custom illustrations that were later translated into captivating patterns used for interior decor and upholstery. These illustrations breathed new life into the hotel's ambiance. Merchandise Design: I applied my creative touch to merchandise design, developing a range of products that encapsulated The Standard's distinct personality. These designs were destined for the hotel's gift shop and served as mementos of the guest experience. Challenges: Maintaining Brand Consistency: Ensuring that the design elements, from the website to merchandise, harmoniously reflected The Standard's brand and aesthetic. Translating Physical to Digital: Adapting the essence of the hotel's physical spaces into a digital shopping experience that conveyed the same charm and appeal. Results: The creative transformation I orchestrated breathed new life into The Standard Hotel's brand. The "shopthestandard" website redesign not only improved user engagement but also aligned seamlessly with the hotel's visual identity. The custom illustrations brought a fresh and inviting atmosphere to the hotel's spaces, while the merchandise designs became sought-after souvenirs.