Quaker
R/GA LA, 2017-2019
I spent several years helping to transform Quaker through a total rebrand, pivoting into a functional nutrition space, and evolving into a modern health and wellness authority. My work has included developing two campaign style guides, social assets, print and out-of-home executions, a lifestyle photoshoot, and stop-motion TV spots.
Project in collaboration with Lars Hansson (ECD), Peter Baston (CD), Nathan Fyock (VD) and others.
Red Rock Deli
R/GA LA, 2019-2020
Brand Identity + Product Photoshoot (Casting, Prop Styling, Wardrobe, Set Design, Art Direction, & Retouching)
While Red Rock Deli is an Australian classic, gaining traction in a North American market required a fresh look and targeted brand strategy. This lifestyle-focused positioning leaned into fanaticism and craft to develop a strong brand personality to draw in new consumers.
Project in collaboration with Peter Baston (CD), Mike Wilgus (DD), The Young Jerks (Illustration) and others.
Toyota
Saatchi & Saatchi LA, 2020-Current
Lead Visual Designer for the new Toyota Brand Hub: brand.toyota.com
Brand Identity for all North America creative + Art Direction across various video, photo, and animation projects
Project in collaboration with Ryan Jacobs (ECD) and others.
Life Cereal
R/GA LA, 2019
Brand Identity
While the packaging carried on-shelf recognition, the Life Cereal brand lacked a broader identity system to be leveraged across marketing. This system drew inspiration from the vibrant, multicolored logo, and used the cereal’s classic square shape to create a clean and playful look and feel.
Project in collaboration with Lars Hansson (ECD), Peter Baston (CD), Nathan Fyock (VD) and others.
Cap’n Crunch
R/GA LA, 2019
Brand Identity + Digital Campaign
Championed by its mascot, Horatio Magellan Crunch, Cap’n Crunch cereal has a rich and fantastical lore that spans decades. From an animated cartoon series to a 90s computer game, this brand carried an iconic persona, but lacked a modern design system to keep up with current marketing standards. This identity was created as a contemporary celebration of the Cap’n universe, bringing the “fun-for-you” cereal category to life across all platforms.
Project in collaboration with Lars Hansson (ECD), Peter Baston (CD), Nathan Fyock (VD) and others.
Matterkind
R/GA LA, 2020
Complete Rebrand (Previously Cadreon) + Identity
Project in collaboration with Lars Hansson (ECD), Peter Baston (CD), Mac Moss (VD) and others.
Kinesso
R/GA LA, 2019
Brand Creation + Identity
Project in collaboration with Lars Hansson (ECD), Peter Baston (CD), Emma Lee (SVD), Mac Moss (VD) and others.
Barbie
R/GA LA, 2019
Event Style Guide + Packaging & Print Design
Barbie celebrated their 60th anniversary with a NYC pop-up celebrating “The Last Generation of Firsts.” While Barbie has had over 250 careers, there are still many positions yet to be held by women. This event made the bold claim that the first female president, lunar explorer, or NFL coach have already been born. 600 empty Barbie boxes filled the room, one for every milestone waiting to be claimed by the event’s attendees.
Project in collaboration with Lydia Dunay (ACD) and Jill Beeler Bradley (ACD)
Oprah’s Book Club
R/GA LA, 2020
Digital/Social Pitch + Logo Graphic & Style Guide for Hidden Valley Road
Oprah’s Book Club’s refreshed visual identity introduced a dynamic logo system that evolved with each book selection. The flexible design allowed the master brand and individual titles to merge seamlessly across social platforms—cohesive, yet distinctively expressive.
Project in collaboration with Lars Hansson (ECD) and Peter Baston (CD)