Lead Design Director: Email Design

At Pandora, I had the opportunity to take on the role of the director of email design. I was responsible for developing, designing and creating templated systems for CRM, Events, Partner Marketing, Subscriptions, and Transactional emails. My role enabled me to create effective email campaigns and ongoing templates that increased engagement and MAU’s.

Welcome Series Emails: Our Tiger team strategized, designed and implemented Pandora's Welcome Emails and new Product offering Emails. As part of an effort to increase MAU's on their tiered listening platforms, the emails were designed to inform and engage users with the platform's new and old Product offerings which included the addition of Podcasts, Modes, Thumbs, Search and Playlist capabilities.

Pandora Welcome Series 2018: This project has seen tremendous success, with the Welcome Emails driving a significant rise in CTA's and a subsequent 10% increase in MAU's. It has been particularly gratifying to see that this project has not only reached out to new listeners, but has also seen a spike in signups to our higher paying plans. All in all, this project has been a great success and has yielded impressive ROI.

Pandora X Product to Market: In 2021 Pandora launched a product redesign that warranted a new Welcome Series Email announcement. The new email design for Pandora X coincided with a more dynamic brand identity and more diverse product features. Our goal was to deliver a more engaging and personalized experience for our users. We crafted an email design system with a fresh and vibrant color palette to reflect the updated product that had a modern, intuitive user interface while letting the product stand out.

Lead Design and Art Direction

In my role as Art Director and Lead Designer, I took on the challenge of rebranding Old Navy's active marketplace, with the aim of establishing a more credible and competitive presence in the affordable athletic market. Through close collaboration with cross-functional stakeholders, I drove the strategic development of a unified identity and immersive in-store and packaging campaign, which merged the men's, women's, and kids' sub-brands under the Active by Old Navy umbrella. Drawing on my branding and design expertise, I created a distinctive logo and icon library that showcased the unique technical features of each product, firmly encapsulating the new brand's vision.

I also introduced a premium active system featuring high-performance compression gear and developed an accompanying identity. I crafted a tagline "always moving" that resonated with Old Navy's customer base, reflecting their active lifestyle aspirations. As a result of my efforts, Old Navy's active marketplace enjoyed a significant increase in customer engagement and a surge in sales, firmly positioning it amongst the elite players in the affordable athletic clothing and accessories industry.

See Old Navy Active Branding for Packaging

Awards:

INHOWSE design award for outstanding design achievement from How Design Magazine in 2012.

Bestowe Gifting is more than just a brand, it's a story of passion, perseverance, and hard work. As the owner, CEO, and creative director, I started this brand from scratch with a clear vision in mind. From the very beginning, I focused on creating a gift-giving experience that would truly delight and impress the receiver and now have Fortune 500 companies using our platform to buy affordable luxury corporate gift boxes for employees and clients.

The first step was conceptualizing the brand and designing the logo and marketing materials. I spent weeks brainstorming ideas, conducting market research, and creating mood boards to ensure that the brand's message was clear and consistent. Once the brand identity was solidified, I used Shopify to map out the website, ensuring that the user journey was seamless and easy to navigate.

As the business grew, I became intimately familiar with our customers' needs and preferences. I re-coded parts of the website for easier user flow and UI, and I even studied the customer journey in detail to make sure that their experience was top-notch. This attention to detail paid off, as we quickly became known for our exceptional customer service and personalized approach.

But I didn't stop there. I am constantly designing new packaging designs for clients, and I always keep content creation in mind by designing for SEO and understanding business objectives to make our designs and content better. As the sole employee, I am responsible for social deliverables and email campaigns, as well as photo direction and substance.

Through hard work and dedication, Bestowe has turned into a successful business, reaching customers all around the world. From creating the brand identity to designing the website and fulfillment center, I have taken on every role to ensure that the Bestowe experience is second to none.

Lead Design and Art Direction

Animation Parther: Impossible Engine

As an emerging Art Director, I had the opportunity to work on a captivating video for a Motorola campaign, which was both entertaining and memorable. We collaborated with esteemed animation studio partner, Impossible Engine, to produce a groundbreaking video for our client, Motorola's new product launch. This project was crucial to our client as it would be displayed across all social media platforms and in-store, demonstrating the innovative features and wide bandwidth of their phone connectivity and their cutting-edge product.

From storyboarding to art direction, every step of the process was infused with creativity and attention to detail, resulting in a dynamic and engaging video that perfectly captured the essence of our client’s brand. The collaboration with Impossible Engine added an extra dimension to the production, injecting it with an exceptional level of visual ingenuity and mastery. Witnessing this video come to life was truly rewarding, a testament to the challenging, yet exhilarating work that went into its creation. Let me bring that same level of passion, collaboration, and expertise to your own creative projects, and elevate your brand to new heights.

Designer

As a member of Pandora's brand and content team and a huge fan of Questove, I was thrilled to help refresh the design of our first weekly podcast Questlove Supreme, hosted by the renowned drummer from the Roots, Questlove. While the podcast had gained a strong following among music enthusiasts, our objective was to expand its appeal to a younger demographic under 25 years old and increase subscriber numbers.

To achieve this objective, our team focused on creating a fresh and modern look that would resonate with the younger audience we were targeting. We wanted to ensure that the branding would clearly communicate the podcast's subject matter and highlight the exciting guests and content of each episode.

The design translated into a strong and steady start for being new to the platform: increasing listenership over a short period of time and higher engagement rates.

Lead Designer

As the baby company from the Gap Inc brand, denim is a big franchise for the Old Navy branch. They thrive on well crafted, yet even more affordable jeans for the whole family. My team was tasked with creating a cohesive and timeless look and feel for the entire core denim system.

Through design and copy we strove to convey what we found to be relatable, “universal” themes that would resonate with each division.

Collaborating with internal designers, marketing partners, external printers, production teams, and store operations, I oversaw the extensive installation of the campaign in hundreds of stores worldwide. From in-store navigation to on-garment labels and packaging, we were challenged to produce a clean, cohesive look and feel across 4 divisions under the “Old Navy Famous Jeans” mark that would last in stores for years to come, standing the test of time.

Awards:

Men’s Old Navy Denim In-Store: Core Denim and Premium Signage

2012 Outstanding Merchandising Achievement Award

GlobalShop2012 http://www.globalshop.org/

During my tenure with Peet's Coffee, I played a pivotal role in multiple facets of the brand, ensuring the consistency of campaigns across different seasons. I took part in designing captivating and highly anticipated campaigns, including the successful launch of the new Cold Brew. Furthermore, I dedicated my efforts to enhancing the brand's packaging and graphic design elements. This involved creating and implementing impactful features like bus and truck wraps, charitable campaigns, eye-catching POP displays, and coordinating engaging photo shoots.

I worked closely with our In-Store Architects to create new and uplifting spaces to roll out the brand’s new look and feel in market.

Pandora believes that music and sound can enhance every moment, elevating it into something more profound and significant. The rebrand of Pandora reflected the spirit of a company culture and a culturally diverse community based around music being a catalyst for inclusivity and connectedness.

As part of the rebranding process, I had the privilege of contributing to the project from start to finish. From concept development to execution and rollout, I played an essential role in shaping Pandora's new look and feel for both internal and external audiences.

Lead Designer

In collaboration to Old Navy's latest launch of their new Active line, I played a pivotal role in developing a strategic marketing and packaging plan that left a significant positive long-term impact and positive ROI on the company's bottom line. My mandate was to create a platform that integrated all Active wear offerings across divisions, and I accomplished this by developing a comprehensive icon library that effectively showcased each product's technical attributes and was competitive with industry standards.

Additionally, I implemented an identity for the premium active system, which introduced performance and compression gear, effectively differentiating the brand and propelling it ahead of its competitors in the marketplace. As a result of my expertise and innovative approach to the project, the marketing and packaging campaign proved to be a staggering success, driving significant gains in market share and ultimately contributing to Old Navy's continued success within the retail industry

Awards:

INHOWSE design award for outstanding design achievement from How Design Magazine in 2012.

Brand Designer

Having carved a niche for myself in the world of branding, I was uniquely suited to take on the challenge presented by Martenson and Herrera's rebranding needs. With their vision to combine the elegance of a high-end salon with the professionalism of a dental firm, I relished the opportunity to create something truly special. Collaborating with branding and design firm Markatos Moore, I set out to craft an all-new aesthetic, as well as conceive of a new name and branding elements.

The goal was to appeal to a different and more discerning clientele, one that desires a relaxed, personalized, and attentive dental experience. Drawing on my vast expertise in branding, we developed an identity that not only aligned with the client's vision but also spoke directly to their audience, resulting in a successful rebranding campaign that extended to navigation way-finding, external signs, corporate materials and their re-imagined website design.

Art Director and Lead Designer

Interior Design: Lauren Geremia

As the Art Director and Lead Designer behind the creation of a wonderfully delicious Bay Area restaurant brand, I was handpicked by restauranteur Jack Swartz to design and brand his new venture, Tacobar. Situated in a prime location on San Francisco's bustling Fillmore Street, Tacobar has caused ripples of excitement in the food scene thanks to its unique contemporary Baha Mexican cuisine, created using locally-sourced and natural ingredients.

My role in this undertaking was to develop a new and innovative brand identity that distinguished Tacobar from the usual Mexican cuisine offerings. Driving the rebranding initiative was our desire to give this place the limelight it deserved. Collaborating with interior designer, Lauren Geremia, and crafting the perfect signage, including the innovative takeaway identification stickers, we ensured that every element of the branding was aligned with the client's vision.

In 2014, we launched Tacobar's new website and additional collateral, cementing its position as an exciting new player in San Francisco's food and dining landscape. Trust me to infuse your branding initiatives with the same level of creativity, passion, and strategic vision, and build a brand that resonates with your audience and sets you apart from the competition.

Collaborators: Geremia Designs 

Lead Design and Environmental Designer

As the Lead Retail Designer for Seasonal launches at Old Navy, I was responsible for leading a team for Old Navy's Back-to-School campaign. I worked to create a comprehensive and engaging marketing strategy that exceeded customer expectations and drove sales. By showcasing the wide range of styles offered, we aimed to empower kids with their own unique voice when it came to choosing what to wear for school.

We worked with a chalkboard illustrator and leveraged original artwork and eye-catching window displays to attract attention in-store, while innovative interactive spinners engaged and entertained children so their parents could shop. From start to finish, I worked with internal designers, marketing partners, external printers, production teams and store operations to manage the extensive installation that was installed in 100’s of stores internationally. The campaign extended to circulars, marketing materials, commercials and interior graphics.

Through a dynamic and multi-dimensional experience, we created a lasting impression on customers that not only drove sales, but also strengthened Old Navy's brand identity.

Artist Collaboration: Erik Marinovich

Lead Designer and Retail Environmental Designer

When the President of Old Navy asks for a game-changing and jaw-dropping Holiday campaign, I eagerly rose to the challenge. From the get-go, I knew that playful language and design sensibilities would be the key to capturing shoppers' attention. And so, armed with my creative wit (and a wonderful partner in crime with copy writing chops) and an arsenal of design skills, I teamed up with the talented illustrator Hattie Stewart, to inject a dynamic energy that'd left viewers wanting more.

With a carefully crafted language and masterful design work, we created a visual spectacle that transcended expectations. Customers couldn't help but be wowed by the stunning in-store presence, coming into shop and driving sales up by 10% to previous shopping holidays. We showcased every great product that awaited them beyond the front door. The result was a wildly successful Holiday campaign that exceeded all traffic and sales goals.

Artist Collaborator: Hattie Stewart

These pieces comprise a compilation of my work for various American Conservatory Theater productions. These projects were one of the highlights of me working as the in-house lead designer for one of the nations most prestigious theaters and schools.

As a seasoned designer, I specialize in developing unique and compelling brand identities that capture the essence of a company's values and mission. My approach to every project begins with thorough research and analysis to ensure that each design reflects the client's overarching brand strategy. I take pride in my ability to translate abstract concepts into tangible design assets, creating impactful brand experiences that resonate with target audiences. The following portfolio highlights some of my most successful projects, showcasing my creative skills and meticulous attention to detail.

Lead Designer

As a seasoned designer, I successfully spearheaded the design and production of Old Navy's Flagship windows in San Francisco for the yearly Jeans Sale, which resulted in a record-breaking sales performance at that location. My responsibilities included ideation, overseeing the production team, and collaborating with in-store teams to execute the project seamlessly. The exhibit entailed a complex environmental design comprised of intricate figure decals, sculpted 3-dimensional jeans, and meticulously timed light tubes that expertly highlighted the jean features on in-store mannequins.

As a result of my creativity and attention to detail, the project proved to be a resounding success, exceeding sales projections, and earning internal praise and glowing customer reviews.

All other stores across the United States received the same artwork in two dimensional posters and printed decals that were placed on the windows and front of store in every location.

Lead Designer

Pandora Partner Events play a vital role in the marketing strategies of our partnerships team. These events aim to create meaningful and impactful brand moments for our listeners by promoting artists through a range of live and sponsored events held throughout the country.

Our team pursued two main approaches in executing these events. In some cases, Pandora itself sponsored and hosted live events at venues nationwide, which were promoted both on social media and on the Pandora online platform. These events not only drove traffic to the platform but also helped increase brand awareness and engagement with our audience.

In other cases, we partnered with companies on co-branded events that featured artists in person and on a special station on the Pandora platform. To ensure that each event was unique and tailored to the artist's brand, we designed original campaigns and assets that could be used on site for event graphics, on Pandora's platform, and on social media.

Our focus was on creating immersive, memorable, and shareable experiences that would resonate with our audience, increase engagement rates, and ultimately, drive business growth for the platform.