eugenie
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In my role overseeing Brand & Creative at eugenie, I led the concept, planning, and execution of the brand’s five-year anniversary celebration, transforming eugenie’s retail space into an immersive environment that reflected the brand’s growth and community over the past five years. I managed all aspects of the event from initial concept through on-site execution, including creative direction, vendor management, floorplan design and spatial planning, production coordination, guest gifting, and overall event operations. Every touchpoint of the celebration, from the DJ and photographer to the bar, florals, dessert display, photobooth, interiors, and guest takeaways, was produced in collaboration with Detroit-based vendors, artists, and makers and designed around a shared palette and visual direction.
I also directed the development of two limited-edition anniversary products launched for the event in collaboration with Detroit Rose and ELOI, two of eugenie’s earliest brand partners. For the eugenie x ELOI Anniversary Scarf, I developed the creative direction and visual moodboard that shaped the final pattern and color palette, and designed the packaging and label system as an extension of the anniversary identity.
In-HouseVans
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For Vans' Checkerboard Day, I designed an immersive in-store photo experience at select Vans stores in New York and Chicago. Customers were invited to step inside branded photo booths and capture photos of their creative self-expression. Additionally, I developed a 'Created By Community Mosaic' where customers could contribute their photos to a collaborative checkerboard image, fostering a sense of community and generating buzz on social media for Checkerboard Day.
Neato AgencyVenmo
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Designed and executed innovative experiential events to promote the launch of the Venmo Debit Card to college students in six major cities. This included creating customized Venmo Goods color walls and trucks that generated buzz. I also developed cohesive marketing materials, a user-friendly microsite, and paid social media campaigns to increase card awareness, applications, and purchase frequency among students, resulting in 24,000 student applications for the debit card.
Neato AgencyBud Light
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As the Art Director and Lead Designer, I collaborated with Anheuser-Busch to create the 'Bud Light Beach Club', a series of immersive pool and patio sampling experiences. By designing the visual identity and curating every aspect of the experience, from branded pool floats to team uniforms and photo opportunities, we aimed to enhance brand awareness and establish Bud Light Seltzer and Bud Light NEXT as the go-to choice for young professionals during summer. The result was a memorable and refreshing summer experience that reinforced Bud Light's position as the preferred beverage for the season.
Neato AgencyNatural Light
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As the Art Director and Lead Designer, I collaborated with Anheuser-Busch to create the 'Natty-O Patio' tailgate experience. This immersive and engaging environment brought students together at nine major college football games across the US, with custom-branded furniture, turf fields, oversized yard games, and a bar area. Tailored to each location, the Natty-O Patio experience solidified Natty's position as the go-to beer choice for college football tailgating, resulting in a resounding success.
Neato AgencyMore Than a Job
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Art Directed and designed the visual identity, social media templates, and website for More Than a Job, a podcast hosted by Mike Poznansky that features interviews with leaders and creatives who are passionate about making a positive impact through their work. The brand identity I created reflects the show's mission of promoting bold and meaningful work, while the website serves as a hub for all episodes and resources, making it easy for listeners to stay connected with the show and its guests.
In-House / Neato AgencyJennifer Meyer
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I worked with jewelry designer Jennifer Meyer to revamp the brand's packaging, aiming for a high-quality and stylish design that reflected her jewelry's creative and individualistic qualities. The goal was to create a memorable unboxing experience for customers and elevate the brand's image.
Additionally, as a designer and creative manager, I worked closely with Jennifer on a 12-piece capsule clothing collection in collaboration with Barneys New York, developing a custom dress pattern that seamlessly complemented her collection and contributed to a successful launch.
In-HouseMargot
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I worked closely with the owner of Margot, originally “Shop & Stay” in Charlevoix, to shape the brand from the ground up. The focus was on creating something that felt timeless, approachable, and true to the spirit of the space.
I led the brand identity, including logo and supporting collateral, and designed and developed a website that was simple, intuitive, and easy to navigate.
After a change in ownership, Margot shifted to “The Shop” and relocated to a stone cottage just behind Elk Rapids Antiques. The website was updated to reflect the new direction, removing the accommodations and refocusing on retail.
Freelance