Trade Magazine

Art Direction

OPI was looking to re-imagine their bi-monthly catalog of promos and offerings. PROFILE debuted to Nail Professionals with an elevated editorial design. This engaging layout communicated new insight into their collections with additional behind-the-scenes content, shades, promos and showcased industry tips & tricks from featured Nail Artist. 

Campaign & Education

Art Director / Designer

Artist Series is a brand of design gels for Nail Professionals to create intricate custom nail art. OPI was in need of a brand vision to direct new model, product and nail art visuals, to launch an ad campaign, marketing mats and professional education.

Evergreen Brand Toolkit

Art Direction / Design / Production Art

The retail product line of OPI needed a make-over that captured it’s vivid, colorful shade assortment by bringing to life a more playful, youthful, product-focused brand. 

Nicole by OPI Partnership

Art Direction / Design / Production Art

The country star partnered with the brand to create a romantic and striking collection of nail lacquer shades. We created a campaign to present the graceful strength of Carrie and her colors. She did all the rest, bringing to set, her all-american charm and do-good-things-together attitude.

Brand Deck

Presentation Design

OPI needed to present it’s brand story to future partners, collaborators, accounts, vendors and serve as a refresher to internal teams. Working with copywriters and marketing teams, we culled down this big brand into a some-what “bite-sized” presentation. 

Site Redesign

Art Direction / Front-End Design

The old flash site needed to go, and in it’s place we created a mobile-first redesign with simplified hierarchy that featured new collections with shades first—and quickly. A new grid structure helps to navigate and tell the color story of each collection. Swatches can be sorted, searched, and saved. There’s power in bringing it back to the obvious and giving the consumer what they’re looking for.

Print & Video Campaign

Design

Team collaboration, at Motion Theory, to develop the Asia-Pacific Nike campaign for magazine, out-of-home & transit, for their Wieden + Kennedy account. We enabled local street artists to takeover a mashup of regional city-scapes, creating local connections for the new Nike Presto brand street wear.

Network Typeface

Design

Letterform development for Disney Jr.  Typeface commissioned by ROYALE for their network package redesign: broadcast, web, print and out-of-home spaces.

Step Into The Light Campaign

Art Direction / Design

Collaborative development of the campaign theme, “Step Into The Light,” to drive Halo’s perfectionist brand character. Direction of the model styling, photoshoot, and graphic development of all marketing, sales and education collateral. Halo proudly won the P&G Best of Beauty Gallery honor.

Brand Collateral

Art Direction / Design

Co-developed North American Graphics Standard Guides, translated from Global creative. Developed “If you can Imagine it, You can Create It.” tools inspiring stylist and colorist to learn new product benefits and techniques: swatchbook, swatchcard, tech guide shown. 

Wella Trend Vision

Art Direction / Design

Creative interpretation of the brief “Expressionism” pushed an expressive, painterly design to pay homage to the stylist’s artistry. Designed to inspire stylists and create aspirational consumer looks. Winner of Creativity 38 Design Award.

Brand Re-Stage

Designer

Reapplication and interpretation of global initiative into North American markets. Created original promotions, Event-In-A-Box, trade ads, salon and in-store educational mats. The re-stage deployment saw 30% sales growth the 1st quarter, and an average +12% quarterly through that FY.

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