With a rich heritage to draw from, Zodiac is singularly focused on designing watches based on our most beloved vintage models and staying true to the original creation. Each watch design maintains the same sense of scale to keep the finished product as historically accurate as possible, then we add contemporary updates and improved functionality. If you held an original and a current model side-by-side, you should be able to see, and feel, the extension from one to the other.
Senior Art Director over concepting, photo shoot / retouching execution, brand development over product launch, rollout over multi platform (Web, social, email, events), merchandising & overseeing strategy over 140 year anniversary celebration. Brand growth plan to expand and elevate.
Senior Art Director for Fossil’s licensor brands. These included Zodiac, Kate Spade, DKNY, Michael Kors, Armani, Puma, Michele, Tory Burch. My role is to concept shoots, work with the stylists to actualize the concept on set then direct the shoot with the photography team. I have been heavily involved in the rebranding and execution of design for swiss watch brand Zodiac. We are continuing to try to evolve the brand with collaborations (Huckberry, Liberty London, Hodinkee, A blog to Watch) and bringing in National Geographic photographer Paul Nicklen as an ambassador for the brand.
Art Director for Mary Kay Global team. Initial long term project was to completely revamp the company website, which has not been updated in the past 10 years. Working directly with the in house UX designer, our first priority was to update the graphics, fonts and aesthetic to match the newly launched brand standards the creative team had introduced. Secondly we wanted to update both functionality for the consumer and utilizing assets we owned such as video that were not prominently, or were buried in the back end of the site.
I was also involved in various product shoots both in house and on location studios in Dallas for European product launches and a new mens fragrance for Latin America. Both jobs involved me being both Art Director and stylist. The job involved way more design than prior roles, so it was a good way of refreshing my skill set in certain areas.
Art Director for Watch / Bag / accessories company Fossil.
Art Director for Fossil creative team. Working with the in house photo studio on multiple sets at a time to ensure brand consistency and conceptual execution. Driving concept exploration for new seasons and carrying out testing for visual standards that would be applied to web site and social media across all channels. Managing a team of three other individuals, one other photo art director in the studio and two assistant art directors for social media.
Overseeing approvals on social media posts, and ensuring brand standards were in place on in house, and location shoots for Fossil's social media platforms. Working with the Creative director in executing seasonal concepts across all channels and communicating visual language / stories to web designers, photography team and stylists.
Overseeing revamp of e-commerce site on figure PDP. Working with freelance stylists / photographers in Dallas, Los Angeles and New York to show current product on figure for the website. Planning styling theme, photography direction and execution to website in order to drive sales and improve the brands aesthetic.
Art Director / Graphic Design for Loreal Inc. make-up company, Urban Decay.
My role as Art director / Graphic Designer at Urban Decay was to provide creative input and ideas to develop and design marketing materials to achieve the goals and objectives of the marketing and sales team strategies. Concepts were created applying marketplace trends in all marketing materials, while effectively translating brand, product and company information into effective sales communication.
Working directly with the Creative Director, I developed and executed concepts for lifestyle products (t-shirts, bags, scarves, coffee to-go cups etc.) for both the new retail store and for product launch events. I also researched and developed national ad campaign designs, product photography for marketing and web, and was often on set at product shoots to art direct and execute the creative.
Senior Graphic Designer of branding and marketing materials for apparel brand, Silver Jeans Co.
My role as Sr. Graphic Designer at Silver Jeans Co. was to provide creative input and ideas to develop and design marketing materials to achieve the goals and objectives of the marketing and sales team strategies. Concepts were created applying marketplace trends in all marketing materials, while effectively translating brand, product and company information into effective sales communications.
I collaborated with the Art Director on creative direction and design of all marketing materials and assisted on direction and production of campaign and product photo shoots, both in studio and on location.
The graphic design consists of concept and layout of all marketing materials such as ad campaigns, catalogs, POP, and fit guides. I frequented press checks with vendors to ensure all materials were created to company standards.
Retail collateral materials and signage were developed by me including product specific signage, seasonal campaign signage, and sale signage to support the retail marketing calendar. All store opening collateral materials were created, including training manuals, product knowledge materials, grand opening specific materials and barricade graphics.
Graphic Design for Long Beach, CA based interior design firm, FLO Design Studio.
FLO first approached me to design a 'take away' that they could give to clients that reflected the brand in a smart, sophisticated way.
I focused on the brand's description of living and working with 'ease, energy, levity, freedom, nature and indulgence'. Taking these 6 words I designed a small 'tarot deck' that featured minimal graphics to portray these words. In order to make the whole thing interactive I added a 7th instructional card that instructed the client how to build their own 'house of cards' pyramid. We printed on a soft touch matte black paper with gold and white foil giving the cards a luxe feel.
The project was such a success that FLO asked me back to design the wallpaper for the reception of their new offices. We focused on the graphics from the cards and incorporated them into an astrological themed piece that contained hidden codes referenced in the 'tarot deck'. This again was printed on matte black paper with gold foil giving their clients a strong impact of their taste and style upon arrival.
Hair by Felipe Lee is a boutique salon located in Dallas, Texas. Felipe needed a logo and branding elements to help establish his Salo in a saturated Dallas market. We looked to develop a minimal vibe that felt elevated but could still have a tongue in cheek nod to Felipe's past. He is Brazilian born, via NYC, so the icon was created to reflect that. The Half white / Pink color scheme would also be incorporated into the salons walls / color scheme.
The Logo will be printed in black gloss on white Matt paper for all print materials, again given the brand a lux, but welcoming feel.
Art Direction & Graphic Design for Long Beach, CA based band Julien-K's new album 'We're Here With You', released worldwide January 21st on Digital, CD and vinyl.
The design consists of a 12 page booklet, CD and digital artwork and extended to merchandise, stage design and marketing materials.
I also took on the Art Direction for the branding of Julien K's online street team. Color scheme and overall look was designed to tie in with their new album 'We're here with you' using a militant / rebel movement theme. The logo was made into arm patches and T-Shirts. The Logo and album art theme became the branding for the fan website, forum and merchandise store.
Creative Direction & Graphic Design of logo, albums, posters and merchandise for band, Delta Fiasco.
Delta Fiasco was my band and essentially my life from around 2008 to 2011. The band released an album, 2 singles and 2 EP's as well as recently recording 3 tracks with legendary producer Nick Launay, best known for his work with Arcade Fire, Yeah Yeah Yeahs, Nick Cave and many more. The art work was concepted and executed by myself and involved an underwater photo shoot at night with the use of strobe lights and the help of a photographer wearing scuba gear.
Delta Fiasco branding was done completely in-house and with a DIY aesthetic, from designing and screen printing our own merch shirts, to stenciling our own limited edition release vinyls. I designed everything for the band, from the logo, branding and artwork, to the merchandise and websites.
The band launched a Limited edition t-shirt / tote bag with LA based clothing line LNA which I designed and helped oversee production of.
Logo and branding project for a new San Diego based salon. Assists and collateral will continue to grow as it's open, so more to be posted later.
Client wanted to build of the Freemason mythology and somehow have a snake incorporated.
Branding refresh for Studio 1208 logo design used across all social media platforms, website, promotional and printed materials.
Studio 1208 is a photography and videography studio based in the UK that specializes in visual storytelling of weddings, engagements, parties and portraits. I did a brand refresh of their logo and color scheme for all printed materials, website and social media. The printed materials feature a copper foil print as the pop color. The design was based on reference points from the client who wanted something clean and minimal that would be instantly recognizable as a logo with or without the studio name underneath.
Logo design for Long Beach based jewelry studio, Paradigm Design.
The jewelry has a distinct art deco feel to it and I wanted to keep that graphic strength in the branding while modernizing the look and feel. The logo is designed to live with or without the typeface underneath, making it versatile for placement needs across platforms such as their website, Instagram, Facebook, Etsy and printed materials.
Graphic Design & Branding for Southern California based music booking agent & promotion company, L.E.D.
Brand identity design including logo, posters, flyers, merchandise, wristbands and banners for acts such as Steve Aoki, Calvin Harris, Tiesto and many more.
Production Design for action sports apparel brand, Roxy.
Production design of in-store lightbox and window images for ROXY and ROXY GIRL campaigns. Arranging compositions and branding for store display impact throughout the US, including Hawaii and Puerto Rico.
