Leaders brought together to develop and advance big new ideas for social impact

Details
New Profit’s Gathering of Leaders is one of the nation’s most influential convening’s of top social innovators and their counterparts in business, government, philanthropy, media, technology, and academia.

Solution
This was 14th year for the organization and we aimed to create a system that would bring life and energy to this event that connects these social entrepreneurs around the nation.

Accomplishments
Those in attendance felt celebrated and were able to experience a sense of renewal in the extremely important work they do each day.  New Profit received enormous praise from those in attendance with many of them announcing it was the best Gathering of Leaders they had been to.

Growing a billion dollar brand
An original member of the ground-breaking marketing team that put Smartwater and Vitaminwater into the hands of millions.

Details
This was before startups were cool. And as a hard startup, we were able to help shape the product and brand from the ground up with a young and hardworking team. From design and copy, to strategy and positioning I worked on all aspects of brand building and product development led by CEO & founder J. Darius Bikoff.

Learnings
It is here I learned how to build a brand with consistency, nuance, strategy and original thinking. Also being able to write (copy, that is) in the manner of which you speak wasn’t too bad either (it was awesome). Those original labels were thought up by some twenty year olds in a back office in White Stone, NY. We were hungry and we were creative.

Goals / Accomplishments
We aimed to take this small water company and go national in a big way, carving out a spot as a category leader in an otherwise saturated marketplace.  I’d say with over $300B sales later, the original team paved the way for this current industry giant.

Setting the stage as the leader in the desktop 3D printing

Details
I joined a team rooted in start-up culture and immediately began a cross-team audit of all branded and design materials. Heading up the development of brand guidelines we evolved the current MakerBot brand into something that was consistent, bold and engaging.

Learnings
Navigating a start-up culture in a different industry provided a new perspective at how other start-ups adapt and move through growth stages. One thing that must remain - if a brand wants to gain traction, consistency must be at the forefront - along with an edge.

Accomplishments / Goals
As a result Makerbot grew to be a more modern, national brand, with a less “DIY” aesthetic that was above all above all consistent in its design system and branding across multiple touchpoints.

The “no holds barred” network

Details
Working under the vernacular-rooted, yet elevated guidelines that Gretel NY set forth for Viceland, an assortment of projects for the brand/network.

Accomplishments
Worked on guidelines, OOH, events, print and digital materials and campaigns.

A cutting edge early-stage asset management company eager to be different

Details
How can a NY based hedge fund stand out in a sea of similar corporations and still attract the best of the best?

Worldquant desired a new ID and design system for their burgeoning company of young and talented investment analysts.  

Learnings
We developed a system rooted in algorithms and mathematical interplay while introducing a fresh color palette and modern photography to differentiate the feel of this company from that of its competitors.

Accomplishments
As a result new hires from top tier schools and mathematical programs increased. Worldquants team consists of researchers, portfolio managers and technologists globally.

A non-profit dedicated to finding solutions for the addiction crisis

Details
Facing Addiction aims to unify the voice of the over 45 million Americans and their families directly impacted by addiction. One of the main goals was to "rebrand addiction" in order to evoke empathy around this public health crisis.

Learnings
During the ID development, we did a lot of research into what would create more understanding around addiction from the masses. How do you brand the face of addiction? It knows no bounds - it crosses barriers across social, racial and economic sectors.

This is how the “hug” was created. A hug is a gesture of hope, and of strength at the same time. You can let go, and also be given a sense of hope from the embrace of another. It kept coming back to human interaction and how in order to overcome this battle, one needs the support of others.

Accomplishments
The ID was treated in a myriad of ways from an amazing march on Washington DC to marketing materials and other collateral.

Please visit www.facingaddiction.org and follow them @FacingAddiction to learn more and donate to this amazing cause.

*All event photos taken by Kate Meyer

An app aimed at connecting
restaurants and guests

Details
Art-directed entire company from infancy.

Learnings
As a hard startup, with a lean team I collaborated with developers, product designers, copywriters, and growth teams to create customized experiences. I also conducted workshops and surveys to ensure brand trajectory was on a consistent path approved by all stakeholders.

Solutions
Designed and implemented national marketing and operational emails from ground-up. Developed photography style, typographic style and refreshed the color palette.

Celebrating art in the heart of the American landscape

Details
Brand ID and design system with La Placa Cohen.

Crystal Bridges Museum of American Art is the biggest museum of its kind ever created from the ground up. Opened in Bentonville, Arkansas in 2011.

A modern play-space destined to be a family favorite

Details
Fresh. Creative. Welcoming. These are the words that Poughkidsie used when describing who they are. 

Solution
Bright, vibrant swatches mixed with fun patterns and hand drawn iconography set the tone for a innovative family destination. 

When developing their overall ID, I developed a custom typeface with whimsical ball terminals that is clean and modern, but also playful and inviting. 

2016 Annual report completed with collaboration with Pepsico while at Addison.  

An assortment of work for A&E from art directing key art, photo shoots, advertising to social and promos.