Copy, Print, Video
Collaborating with the NYC design studio Anti/Anti, we introduced two venerable Scotch brands from house Loch Lomond to the U.S. Among Scotch distillers there is practically a sworn oath to adhere to certain traditions. And there are, in fact, particular laws they must abide. Loch Lomond pushes these limits and creates premium whisky largely on their own terms. Their Glen Scotia brand, on the other hand, while coming from a much smaller distillery, is very much the Scotch produced of long-held traditions from an earlier era.
Copy, Design, Creative Direction, Branding, Print, Packaging, Video
Van Dessel is a small American bicycle company. It's a brand with passionate devotees, especially among cyclocross and road racers. High-performance, durable and versatile are defining qualities of the bikes, while the brand attitude is decidedly fun-loving, yet serious come race day. In 2017 we began rolling out the new branding I created, including a new logo type and logo mark. This meant redesigning the bike liveries, shipping boxes, hangtags, racing team kit, swag and numerous other items. I'm also responsible for many of the model names, the tagline, advertising and other marketing efforts.
Copy, Print, Retail, Web & Social Media
After developing a brand personality that was largely based on boob jokes, and running with it for over a decade, Wonderbra wanted to consider a new direction. One that was enlightened, that was in keeping with the times, and that truly supported women.
AD: Ashley Wong, awongisright.com
This is a selection of recent branding projects.
There's probably no such thing as a guitarist who isn't familiar with guitar tablature and chord forms. This proposed poster design is stylized tablature. The colors are those used in New York City's subway system. The squares and the grid suggest the streets and structures of New York City. And speaking the language guitarists "speak" seemed like a more compelling way to represent a guitar festival than a guitar.
Copy, Print, OOH, Retail, Web & Social Media
A very large commercial lender needed to become consumer-facing. This meant rebranding. Making CIT Bank a colorful bank, in a world where most banks are merely two colors, was a concept I initiated. It was also the one that our team fleshed out to win this business. From there we redesigned, rewrote and restructured the CIT Bank website. Laid out the branding framework for their transition from online-only to include brick-and-mortar locations. Created volumes of consumer content for the new website, including videos and infographics, and established their social media presence.
Copy, Print & Direct Mail
Small clients are often more likely than large ones to put some personality into their brand. With Delaware Savings Bank this was the case. Instead of coming off as stuffy, boring bankers, they were willing to be light-hearted and witty. Then just as these ads were running, and as some rather funny radio spots were being cast, our client was purchased by a very large bank. One that didn't put much personality into their brand.
Design, Naming, Branding, Print, Social Media
Designed the branding elements, including the visuals used to create the poster series for an experimental sound art festival.
Design & Conceptualization
Copy, Print & Direct Mail
This work was created at a time when a certain deplorable someone was still merely a tabloid buffoon. The campaign was quite successful and ran for several years in the Hollywood Reporter and various high-end publications. However, the most satisfying thing about this work was our disregard for the hotel owner's ostentatious creative requirements for his ads. Instead there's a distinct absence of gold.
Art Director: Talo Kawasaki
Copy, Creative Direction
Copy, Print, Retail, OOH
My how mobile devices have changed. For a while there, keeping up with those changes was a daily effort, matched by turnaround times on these retail ads that were often same day.
Copy, Print, OOH
Pro bono work for a community foster service in Queens.
Art Director: Erin Litt cargocollective.com/erlitt
Copy, Print & Direct Mail
Tauck World Discovery offers all-inclusive travel packages around the globe. They are renowned for their attention to detail, and their ability to provide travelers with experiences most travel companies overlook. Never content with presenting the obvious, Tauck's guests get to leave the beaten track, and are exposed to sights, sounds and scenery usually only the locals know.
Art Director, Talo Kawasaki
Tahoe Air was a small airline with a big idea: fly from Los Angeles and San Jose directly to South Lake Tahoe. This saved passengers hours otherwise spent driving to and from Reno's airport. We helped Tahoe Air get off the ground, but this short-lived airline landed for good not long after when faced with a challenge advertising could never overcome: under capitalization.
It's rare that a brief for a TV spot has an ample budget to go with it. And the budget for this spot was as bare bones as they get. It ran regionally, somewhere in the Mid-Atlantic states, and performed very well. Proof that down and dirty works. But not proof that a bigger budget doesn't.
Art Director: Neil Wagner neilwagner.com