Brand Concept
Brand Identity
Art Direction
Photo Direction
Digital Design (UI and Visual design)
Content Strategy
Cooking Club Collective is a platform that teaches people how to transform wholesome ingredients into culinary joy that connects us all. They offer classes (video or in-person), events and ingredient education centered around local food, chefs and farming communities. Originating in Minnesota, the platform can be white labeled and adapted in cities all over the country.
Disclaimer: All designs are for proof of concept only. The final applications are still in the works.
The RealReal Authentication Center
Issue:
The e-commerce centers (where inventory is processed) at The RealReal were suffering from high employee dissatisfaction and high turnover. After conducting a workplace satisfaction survey, we discovered that employees felt a lot of pride for the company they worked for and the actual work they contributed, but not the space that they worked in. They did not feel a sense of community in these 3 large (the largest being 600K square feet) and impersonal spaces. It was also a part of the business that was not well known externally and our proprietary technology utilized in the space was a key differentiator in the resale landscape.
Goal:
To build trust and credibility in TRR’s Authentication process and share our expert knowledge for external audiences. Internally, it was an opportunity to recognize our teams, build pride in TRR as a great place to work and inspire career growth.
Action:
We started by developing a new name “The Authentication Center” to underscore the import of the work taking place in these centers. From pick, pack and ship to fine jewelry and luxury watch authentication — each step in the process was crucial to the success of the company. From there we developed a color palette, logo and messaging system that carried through from signage to murals and beyond. In keeping with our value of community, we commissioned artist and TRR partner Colpa Press to create a bespoke mural for each of the 3 spaces that embodied TRR’s values of community, sustainability and expertise. The cherry on top was the call for art submissions for the cafe mural. Employees nominated artists and then voted on which artist they would like to create work for the space.
Outcome:
We received an overwhelmingly positive response from the employees. They felt welcomed and valued. Externally, the enhancements amplified our credibility as experts and innovators for investors, buyers and sellers.
Deliverables:
-Concept development
-Brand identity: Name, Logo, Color Palette, Photography Direction
-Environmental/spacial design strategy: Custom artwork/murals, way finding system
-Branded graphics: screen communications, email signatures, social content
-External artist collaboration
-Furniture curation
Aveda Skincare Package Design Strategy
Issue:
Aveda had a well-defined reputation as a leader in haircare. Estee Lauder, Aveda’s parent company wanted to grow that success within the skincare space. Aveda already had several high-performing skincare brands, both over the counter and within the professional spa category, but they weren’t well known.
Goal:
Establish Aveda as a leader in high-performing skincare.
Action:
Aveda’s basic skincare line, Botanical Kinetics, was the starting point, the most well known of the existing portfolio. We made a strategic decision to evolve from a house of (little known) brands to a branded house and to layer in a high performing line of skincare (Tulasara) on top of the basic line in order to elevate the offering. We leaned into Aveda’s Ayurvedic heritage for unique formulations that brough skin back to balance (instead of addressing “deficiencies”), seeking inspiration from the 3 doshas of Ayurveda. We created bespoke illustrations and a new bottle shape with a design consultant with deep roots in the practice of Ayurveda and knowledge of Sanskrit.
Outcome:
By winnowing a portfolio of seven brands down to three united brands (Botanical Kinetics, Tulasara and Professional Spa) sales spiked upon the launch, putting us on the map as an authority in high-performing skincare. We also won a sustainable packaging award by launching with the first post-consumer white, coated carton, a true innovation.
Deliverables:
-Package design strategy (color, typography curation, custom illustration and photography)
-Design guidelines
-New unit tool development
-New product patent
-Sustainable outer packaging innovation
Concept Development
Campaign design
I led the concept development and design for the 2022 Earth Month Campaign at The RealReal. The goal was to inspire consumers to engage in more sustainable shopping habits by showing the positive impact of buying resale. This was also an opportunity to amplify expansion of our sustainability calculator; a tool that shows how much carbon and water are saved in each purchase. The bright neon color palette and bold infographic treatments are high impact when juxtaposed against the earthy film photography of Ana Kras.
Product Design
User Experience
I concepted a new interpretation of the Nike app, one that brings the communal and social spirit of their Nike Sportswear Instagram account to the app shopping experience. By adding features such as mood board creation and virtual try-on — shoppers can define their unique style, share with friends and make more thoughtful buying decisions.
Concept Development
Design Direction
Package Design Strategy
I led the concept development of a new package design strategy for Aveda’s hair styling products. The goal was to streamline our current offering and appeal to our stylist network. Driven by the ethos “Inspired by art, created by stylists”, the design demonstrated the dual nature of what the products have to offer. On the one hand, the products are the artist’s (or in this case, stylist’s) palette, with hair being the canvas. Thus, each benefit category was inspired by the mark making of different Modern art movements. On the other hand, the left-aligned, ordered type and hairline rule nods to the science behind the high performing formulas. In collaboration with Paul Khera.
Concept Development
Campaign Branding
Package Design Strategy
External Artist Collaboration
Social Design
Retail Design
TVC Concept
I co-led the creative concept and development of The RealReal’s 2021 Holiday Campaign. “A Surreal Real Holiday”, was rooted in the idea that 2021 was weird, wild and anything but expected. The goal was to establish TRR as a gifting destination, in a way that breaks with tradition and finds joy in the unexpected—turning the season on its head. That message of “Unwrap the Unexpected” was woven throughout the 360 experience from packaging to retail design to a television commercial.
Concept Development
Design Direction
Storyboarding
I led the design direction of this video, with the goal of educating customers about the product selling process for The RealReal customers. Broken down into easy steps with charming illustrations by Rob Nicol, it simplifies the selling (consignment) process at The RealReal, making it more accessible to a wider audience.
Concept Development
Design Direction
Art Direction - Photography and Video
Social Content Development
Package Design Strategy
Design and Art Direction of Aveda’s Holiday campaign and package design for 2019. The goal of this campaign was to elevate natural, high performance hair and body care to its most luxurious expression. “Give it Forward” as a concept was rooted in the idea that an Aveda gift was so meaningful, personal and experiential, you couldn’t resist sharing it with friends and loved ones.
Creative Direction
Concept Development
External Collaboration
We partnered with the iconic Austin, Texas-based design studio LAND to develop an outdoor mural with a goal to drive brand awareness and drive traffic to the nearby TRR store. The intent was to connect with the Austin community with an eco-minded message and a distinctive creative partnership. This was also leveraged on organic social with an influencer.