Title: Don't Slip
Client: CNCPTS for Sperry
Behind The Scenes: For the recent CNCPTS and Sperry collaboration, "Dawn to Dusk," I played a key role in shaping the collection by informing five unique colorways inspired by New England's breathtaking sunsets and sunrises. This project was enriched by the collaborative efforts of a talented team, including photographer Greg Dubois, whose stunning landscape works inspired the color stories. Takuya Sakamoto's exceptional product photography further brought the designs to life. Additionally, Ian McFarland and Noah Shulman contributed their expertise by crafting a compelling campaign teaser to tell the story prior to the launch.
Title: Emphasizing "Fun" in Dysfunction
Client: Pilot for The Simpsons
Behind The Scenes: For The Simpsons' 30th anniversary, I teamed up with Pilot to deliver an array of creative directions for consideration. Our approach involved a phased rollout of creative elements leading up to the anniversary year, capturing the essence of 'fun' within dysfunction. While Noah Revoir approached the project with a bold yet classic perspective, I took an abstract approach to The Simpsons' iconic art and color palette, reimagining them in a dysfunctionally organized yet recognizable way. We also explored graphic interpretations inspired by elements like jelly donuts, reflecting the show's unique DNA. This creative program was designed as a marketing tool to pitch to brands like Kith and other potential licensees, showcasing the IP's depth and its elevated, collectible potential.
Title: 平安京
Client: CNCPTS for Birkenstock
Behind The Scenes: For the CNCPTS x Birkenstock Kyoto collaboration, I led the product design by sourcing felts that paid tribute to a previous felt-adorned Birkenstock project by CNCPTS. Shifting focus from the Boston model to the Kyoto, I drew inspiration from the historical connection between Boston and Kyoto—Boston's first sister city since 1959. This relationship was further celebrated with the “Japanese House” exhibit gifted to the Boston Children's Museum twenty years later.
The campaign delved into Japanese aesthetics, with each colorway reflecting distinct details and creating a storytelling experience that could be heard, smelled, and tasted. This project beautifully bridged cultural narratives and innovative design, highlighting the deep bond between the two cities through the lens of footwear.
Title: It's Different Here
Client: Pilot for Boston Properties
Behind The Scenes: I played a key role in developing the visual and verbal identity for View Boston at the Prudential Tower, crafting a strategic approach to guide both visitors and locals to the top of the Hub for an unparalleled view of Boston. This project aimed to offer a fresh and unexpected perspective of the city, and I take great pride in seeing the brand's evolution and success since its inception. Observing the brand's development as I walk through Copley Mall and Prudential, I’m reminded that the guide we created has truly stood the test of time.
Title: Cash Rules
Client: CNCPTS for New Balance
Behind The Scenes: For the 10th anniversary of the CNCPTS x New Balance C-Note sneaker, I had the privilege of collaborating with Deon Point to bring his vision of cash-only businesses to life. I creatively directed an ambitious video that earned a nomination for a 2024 Webby. The shoot spanned two days, capturing the essence of local mom-and-pop stores around Boston, from San Tarpio’s Pizza to a laundromat in East Boston. Director and Producer Ian Mcfarland’s expertise elevated the project, while local celebrities like the Celtics very own Melisa Valdez, Czarface's Esoteric and Slaine, known for his roles in films like Gone Baby Gone, contributed with dynamic performances and voice-over work.
The campaign was a significant career highlight, reflecting both the creativity of the project and my personal commitment, which included getting a tattoo on my head for a scene in the video. This project was a proud moment, showcasing our dedication to celebrating local businesses and the unique spirit of the C-Note sneaker.
Crew:
Production House: Wanderlust Content
Director: Ian McFarland
Co-Produced: Concepts
Executive Producer: Eric D’Amario
Line Producer: Mike Bowes
Copywriter: Rick Frisiello
VO: Slaine
DP: Tom Fitzgerald
AC: Asa Reed
Gaffer: Ruben Alves
Production Designer: Devilfish Productions
Edit: Ian McFarland
Color: Rob Bessette
Sound Design & Mix: Aaron Drake
Music: Krimson Beats
Prod Asst.: Connor Finn, Joanne Elie, Becca Giller
Styling: Madison St. Pierre, Jackie Carbone
SFX Artist: Noah Shulman
Creative Direction: Deon Point, Oz Osborne
Title: Change Is Good
Client: CNCPTS for ECCO
Behind The Scenes: I led the creative design for a collaboration with ECCO's iconic Track 25 boot, leveraging innovative technology from ECCO Leather, known for their work with brands like Nike and Rick Owens. The boot featured leather that changes color with temperature, adding a dynamic element to its design. To promote sustainability, I proposed using leftover leather to create upcycled leather totes.
Working with a talented team, including a 3D illustrator and animator, we developed engaging all-season animations. I also collaborated with Malakhai Pearson to produce compelling video and photo assets. To further highlight the project’s innovations, I organized and led a panel discussion with ECCO innovators and industry pioneers at the CNCPTS NYC location. This project was a fusion of creativity, technology, and sustainability, setting a new standard for future collaborations.
Title: Call Me And Tail Me How It Went
Client: CNCPTS for Nike SB
Behind The Scenes: For the Orange Lobster Nike SB x CNCPTS launch, I developed a range of innovative packaging concepts, from a recycled ocean plastic lobster tail to a minimalist white box featuring a Salvador Dalí painting. After presenting these ideas to Deon Point, we chose the Dalí-inspired design, which was further elevated through an Art Basel activation in Miami.
CNCPTS's 'Nike SB Lobster' has always been a highly coveted sneaker, and with each release, we strive to surpass the last. The Orange Lobster edition was no exception; it achieved unprecedented success, breaking Nike's SNKR app records and becoming the second most sought-after sneaker, just behind Travis Scott's Air Jordan 1 Low. This project not only showcased our commitment to pushing creative boundaries but also set a new benchmark for sneaker releases.
Title: It's All In The Name
Client: Pilot for HRP
Behind The Scenes: Collaborating with Pilot on The Bellwether District branding project was a significant milestone in my career. This HRP redevelopment initiative in South Philly was a strategy-led, design communication-intensive effort aimed at transforming formerly dilapidated land into a thriving business hub. Our goal was to attract global entities to establish their corporate HQs in the area, thereby boosting local employment and addressing geographical discrimination.
The project required a nuanced approach to branding, combining strategic insight with persuasive design communications to appeal to locals as well as international businesses. It was one of the most impactful and sizable projects I've undertaken, offering a profound opportunity to shape a redevelopment effort that would benefit Philadelphia's economy and enhance its global standing.
Title: Rooted In Tradition
Client: Quincy Cannabis Co.
Behind The Scenes: I had the opportunity to collaborate with Ron Affsa and Jon Napoli, a well-known cannabis expert in Boston, on an exciting project that delved into the historical roots of cannabis and its medicinal use, dating back to the days of John Quincy Adams. This project, located in Quincy, aimed to weave a rich narrative, culminating in the creation of Quincy Cannabis Co. I was responsible for crafting the verbal and visual identity, as well as collaborating with interior designers to shape the store's aesthetic. My goal was to establish the brand as a heritage company, with a graphic language that felt timeless and well-established. To achieve this, I used warm colors with a patriotic twist, along with hand lettering and grassroots verbiage, to add depth and authenticity to the overall aesthetic.
Title: Eccentric Egyptian
Client: CNCPTS for Kyrie Irving and Nike Basketball
Behind The Scenes: In my collaboration with Deon Point on packaging projects for Kyrie and Nike Basketball, the focus was on pushing the boundaries of packaging design within a normal paper box to elevate the product and continue the storyline. Each release was an opportunity to delve into Egyptian storytelling, reflecting Kyrie's unique DNA. I explored innovative approaches to packaging by incorporating illustration, hand-painted elements, and autostereogram-inspired artwork. This creative exploration aimed to elevate the unboxing experience and bring a new level of artistry to the packaging, aligning with the rich narrative of the CNCPTS x Kyrie Irving line.
Title: Beep, Beep, Beeeep
Client: Pilot for Bandai/NAMCO
Behind The Scenes: Collaborating with Bandai to reinvigorate their iconic Tamagotchi product was an exciting journey. We began with a creative brief that encouraged us to explore every possibility, pushing the boundaries of how we could reimagine this beloved digital pet. The project evolved into an exceptional collaboration with Pilot, where we combined our efforts to bring a fresh perspective to Tamagotchi.
Working closely with the creative team, we delved into the life lessons imparted by Tamagotchi and the rich illustrative world it inhabits. Our goal was to capture the nostalgic charm of Tamagotchi while innovating its presentation and appeal. The result was a dynamic and impactful revival of the product, showcasing our commitment to blending classic elements with modern creativity. The partnership with Bandai and Pilot ultimately delivered a compelling comeback for Tamagotchi, reconnecting it with both old fans and new audiences. Here is some of the work I pulled together with the team.
Title: Feathers and Hair
Client: CNCPTS for Birkenstock
Behind The Scenes: For a creative pitch to Birkenstock, we envisioned a bold and innovative concept for their iconic Arizona sandal, set to launch in December during Miami's Art Basel—a key event where CNCPTS has made a significant impact over the years. Given CEO Tarek Hassan’s encouragement to push creative boundaries, we decided to go all out with a never-before-seen design.
Inspired by the vibrant Art Deco style that defines Miami, we proposed a sandal adorned with faux feathers in striking, vivid colors. This modern twist on a historical period aimed to merge extravagance with Birkenstock’s classic silhouette. Although the feather application ultimately proved impractical for Birkenstock’s production processes, we pivoted to using pony hair, which complemented the design beautifully and still delivered an eye-catching result.
The final product successfully captured the essence of Miami's artistic flair and Art Deco influence, blending exuberant materials with a modern take on a beloved classic.
Title: TwentyThree
Client: Pilot for Warner Brothers
Behind The Scenes: Working on the new Space Jam movie with LeBron James was an exhilarating experience. Warner Brothers reached out to us at Pilot to think big about what a packaging line for consumer products could look like. We were given the creative freedom to explore innovative concepts and bring the magic of Space Jam to life through product design.
Collaborating with the talented team of illustrators at Pilot, we developed a range of dynamic and eye-catching packaging designs that captured the spirit of the movie. Our goal was to create packaging that would resonate with fans of all ages, combining nostalgia for the original Space Jam with the excitement of LeBron's new adventure.
The project allowed us to push our creative boundaries and deliver a final product that was both visually stunning and commercially appealing. It was a fantastic opportunity to work alongside Warner Brothers and contribute to a cultural phenomenon that continues to inspire and entertain audiences worldwide.
Title: Shannon Fram
Client: Maggiore Co
Behind The Scenes: Working with the Maggiore Company on the branding project for Shannon Farm Woburn was a delightful experience. The Maggiore family purchased the defunct farm, once renowned for its beloved poinsettias and peonies, and sought to transform it into a vibrant community space. The property's glasshouses and the acres of preserved land surrounding it provided a rich foundation for our branding and storytelling efforts.
We named the project 'Trouvaille,' a French word meaning 'a lucky find,' which perfectly encapsulated the essence of this hidden gem. Nestled in a quiet, remote part of Woburn, it offered a serene escape from the city while still being easily accessible to Boston.
I had a lot of fun collaborating with the client to create a robust and colorful marketing toolkit that celebrated the farm's history. Pollination was a key theme, connecting the past and present, so I developed a bee-inspired narrative, naming all the unit plans after different bee species. We incorporated textile designs featuring honeycombs, hops, and flowers into the leasing center and other marketing assets.
With apple trees on the premises, I was inspired to pitch a custom beer flavor called 'Apple Sauce,' exclusively for residents of the community house. Once I dive into a brand, there's no limit to the storytelling. By establishing the big idea and strategy first, everything else falls into place naturally.
Title: Kings of King
Client: Trinity Financial
Behind The Scenes: I had the opportunity to collaborate with Trinity Financial on a branding and interiors project in Rhode Island's Olneyville, focused on resurrecting a historic mill building in Providence. This building had a rich history, once home to Italian immigrants who began a knife business in their garage and eventually produced bayonets for the U.S. Army. They also held the patent for a pocket knife can opener. During renovations, Trinity discovered numerous unsharpened blades and historical relics on the ground floor, which inspired my creative storytelling efforts.
The building and other fashion-industry-serving mills in the area used a nearby river for transporting goods. At the height of their success, buttons from coats and pants would often float in the river, which inspired the naming of the nearby Button Hole Golf Course. These fascinating stories influenced the visual identity and interior asset design packages we created for the project.
One highlight was using the can opener story to develop Andy Warhol-inspired wallpaper motifs, adding a modern artistic touch to the interiors. Additionally, I learned about a global phenomenon where it once rained fish in Olneyville—possibly due to fish being swept into the gutters of tall mill buildings and falling during heavy rain, or perhaps more whimsically, directly from the clouds.
To honor the building's history, I hand-painted wispy lines reminiscent of the worsted wool factory and repurposed original factory doors as decor elements on the walls. This project allowed us to blend historical elements with contemporary design, bringing new life to a historic site while celebrating its unique past.
Title: On A High Note
Client: The Trophy Room
Behind The Scenes: If there was one word to sum up everything related to this project, it would be CHANGE. This sneaker's original launch in 2002 was groundbreaking, setting it apart from any other basketball shoe with its innovative packaging and marking the comeback of MJ with the Wizards. Recently, Mike’s son Marcus flawlessly executed a classic at his store, The Trophy Room, further emphasizing the theme of change.
My pitch aimed to push the boundaries of packaging innovation in a similar fashion. Despite the project not moving forward because Marcus had already finalized the packaging, the material mixtures and ideas I proposed were well received and felt as groundbreaking in the packaging world as the sneaker itself. This project, though unrealized, showcased my ability to bring fresh, game-changing concepts to the table.
Title: Vigorous Vagabond
Client: Lord Hobo
Behind The Scenes: My journey with Lord Hobo Brewing began when I met Drea Hudson, their head of marketing, while pitching a special flavor called 'Apple Sauce' for another project. We hit it off immediately, leading me to send a capabilities deck to Drea and her team to join their vendor list of creatives.
Our first collaboration was a packaging design project for Lord Hobo's pitch to the Encore Casino as their house beer, featuring a new flavor and brand called Baccarat. After months of design vetting, Encore narrowed it down to two designs: mine and another designer's. While the other design ultimately won, as it aligned more closely with Encore’s typical clientele, my pitch was geared towards high-rollers with elevated packaging. I was very satisfied with the outcome, as my creative work pushed the envelope and excited both Lord Hobo and Encore about the possibilities of beer packaging.
Later, I also pitched a collection of apparel for another beer aimed at Boston Red Sox fans. This project further showcased the innovative and dynamic possibilities for extending Lord Hobo's brand identity.
Title: Very, Very Important People
Client: VVIP™ International
Behind The Scenes: Working on the branding project for VVIP International was an exciting opportunity to delve into the world of G6 private planes and the intricacies of high-end aviation service. I had to learn about the safety protocols and regulations specific to flight attendants operating in private aviation, as well as the nuances of serving a clientele that includes diplomats, celebrities, and Fortune 500 CEOs who use planes as their offices and meeting spaces.
VVIP International was essentially a certification program and class designed to teach existing flight attendants the specialized skills needed to cater to the upper echelon while thousands of feet in the air. This course served as a crucial stepping stone for flight attendants from commercial airlines, allowing them to apply their knowledge in a more luxury-based environment. Our branding efforts focused on capturing the essence of sophistication and exclusivity that VVIP International offers, positioning the program as an essential pathway for those looking to excel in the world of private aviation.
Title: Bladder Health
Client: SRS Medical
Behind The Scenes: This wasn't my first project in the medical field—I had previously worked with Atrius Health—but it was definitely a different type of project. SRS Medical wanted to use branding to challenge the industry's norms. It's no secret that most products and environments in the medical field are typically white and sterile-looking. When one thinks about going to a stockroom to replenish medical supplies in practices and hospitals, those shelves are full of white packaging. For SRS Medical, having their product packaging stand out was an understatement.
The brilliant team at SRS Medical wanted to innovate industry norms with their marketing to better articulate the needs of underserved patients and provide information simply and effectively. While bladder function is a serious matter, especially with the potential use of catheters for aging men, the partners of this startup were equally serious about launching new products, campaigns, and assets focused on bladder health. One of the most memorable aspects of this project was developing a bladder-inspired mascot named Britton J. Bladder to illustrate complex ideas and solutions on packaging, marketing materials and their website.
In the end, I had developed a full corporate identity incorporating visual and verbal identities that informed website, sells kits, trade show booth design and product packaging.
Title: 50 Years of Foam
Client: NERF
Behind The Scenes: With my strong working relationship with CNCPTS, one of the most coveted streetwear brands, and my extensive experience in the games and toys industry, I was approached by an agency collaborating with NERF to create a line look and pitch deck for NERF's 50th Anniversary. The goal was to engage specific influencers to help promote the milestone. I started by assembling a mood board to quickly educate both my client and NERF on the envisioned aesthetic. I then followed up with a creative vision for potential footwear and apparel designs.
Title: Close To Om
Client: Rebecca Pacheco
Behind The Scenes: What started off has a "hello neighbor" when my partner and I first moved to Boston, developed into a few years of collaborating with Rebecca while she transitioned from her pioneering blog to a published author. I helped her develop a visual identity to be used on her website in 2015 as well as graphics for her book, Do Your Om Thing.
Rebecca is a writer, teacher, and creative director with 20 years of experience telling stories, moving people (literally and figuratively), and collaborating with individuals and brands to create one-of-a-kind mind-body content and experiences.
Her best-selling book Do Your Om Thing was published in 2015 by HarperCollins. It was named one of “the top ten yoga and meditation books every yogi needs” by Yoga Journal and is used in teacher training programs around the world. Of the beloved resource that demystifies yoga philosophy, pioneer of the mindfulness movement Jon Kabat-Zinn said, “Rebecca Pacheco is a refreshing voice on the yoga scene, reminding us of what balance, flexibility, strength, humor, and yes, integrity and wisdom are all about.”
Title: !MPACT17 w/ DJ Khaled
Client: !MPACT FESTIVAL
Behind The Scenes: I teamed up with a Malcom Grear understudy + RISD alumni –> Puerto Rican street artist by the name of Ricardo Máte to inspire the creative. The project landed during a pivotal moment in my craft, career and life in general. I will always remember this year for not only when I turned 40, but when I renewed my vows with design. Maybe this was the break in my lifeline that a palm reader told me about long ago? As for the show, my main objective was to meet Lenny S, but he didn't make it to Florida... So I stayed put in Boston. The show unfortunately happened during a horrific, unforeseeable time in festival history, (essentially right after the Fyre Festival smashed), so my client had a lot of difficulties locking in sponsorships to say the least. But regardless, the event was successful and that's all you can hope for. More information on the lineup on the official website here.
Title: Illusions
Client: CNCPTS x New Balance
Behind The Scenes: I was approached by CNCPTS to do packaging for an upcoming New Balance release. After a long, prosperous brainstorm I initiated with the team, we decided to combine all NB collabs (there were 8) together for the remainder of 2017 with an overarching theme. Each sneaker box would have a montage of newspaper clippings that would leave a clue to the next sneaker release. Illusions seemed to be a reoccurring theme that each sneaker story was inspired by. The first box was for a sneaker called the "Des Sable" and told the story of a horrifying experience of cross country runners getting lost in the desert upon a sea of mirages. For this reason, I wanted to use an anamorphic illustration style that seemed to fit in with the mirage theme. The ComplexCon packaging, was intense because we needed to take a glance at how the setup would look and how the packaging could work with the booth design almost 6 months in advance. I wanted to use my packaging moulds I created for the Ugly Sweater Tin Packaging and apply to both the red & blue "Hyannis" packaging as well as, adding a handle, lock and hinges and black crocodile skin reminiscent of JFK’s popular Hermès briefcase. The “esplanade” is another package shown here that told an interesting local story of an iconic appearance Houdini made on the Harvard Bridge.
Title: Be Kind & Shine On!
Client: (suns)™
Behind The Scenes: When I met the guys at SUNS for the fist time, their name was Le Soleil. They needed help telling their brand and product story online which meant we had to be super quick and to the point. Because the sneakers change color in the sun, we had to be strategic as the online consumer (or consumer in general), has a short tension span. Le Soleil didn't seem to fit with the brand mission that stated, Performing acts of kindness helps the world go round. This was more of a big picture ethos than a girl, sneaker brand mission if you know what I mean. After a naming exploration, the client agreed to "SUNS". The logo ended up being a yellow circle with a palindrome in the middle. Rotate it any way and it still read (suns) which was informed by there brand ethos, Happiness revolves around acts of kindness. Check their site here.
Title: A Craftman's Approach
Client: Richie Ross
Behind The Scenes: Richie wanted to show his audience that there is a custom, hand-tailored approach to everything he does. No templates. We had a lot in common. The only difference between Richie and I is that my meetings didn't consist of Fortune 100 companies. Visit richieross.com to view the animations that were integrated into the web experience. For the main animation, I hand drew a couple hundred different spectacles and animated them in a stop-motion style sequence. What's the significance of the glasses? Richie wears a different color of frames based on the phase his current project is in.
Title: Meriel Marina Bay
Client: ©2017 Proverb; for Hines
Behind The Scenes: While leading the creative team at Proverb, the direction established here was to paint a picture of a remote island oasis outside of Boston's city limits. The property is on my regular jog trek so I was able to watch the demolition of the previous tenant, The Ocean Club, as well as the erection of the permanent tenant, Meriel. In the end, we were able to keep a traditional New England vibe with an updated, urban twist. A lot of historical events happened in this secluded corner of Boston such as the first Air & Sea show which hosted the likes of aero juggernauts Emilia Earhart and Wilbur Wright. It was also home to the US Air Force in addition to being one of Whitey Bulger's preferred locations to do his informant thing. A couple scenes from the movie Black Mass were shot here. Strategist Molly O'Brien and I worked closely together while she developed the approach and I the creative direction. One of my favorite details of this project other than working with all the historical photo archives, was to collaborate on the landscape photography with local photographer Greg Dubois. I integrated a horizontal scrolling functionality to the website to further articulate the beautiful horizon line views the property presented. Shout out to an amazing designer, Ryan Maghalhaes for his graphic contributions and persistence. Check it here.
Cast & Crew:
Greg Dubois - Landscape Photography
Brian Samuels - Lifestyle Photography
Title: Corsair
Client: Proverb; Post Road Residential
Behind The Scenes: Once a mill building in New Haven, Connecticut, The Corsair was home to many businesses, products, and residents alike before it turned residential in 2016. The main usage was to build WW2 airplane parts for the US Air Force and their infamous Corsair fighter plane. The entire mill was ran by women as well due to the government's mandatory recruitment. The mill and its employees was the inspiration behind the cultural icon, Rosie The Riveter. Prior to building Corsair fighter planes, the mill was used as a dye and fabric processing plant also ran by all women. As a reminder to all the blood, sweat and tears that came from this colorful history, I decided to hand draw mock logos of all the defunct companies which was utilized throughout the property and marketing materials. These large abandoned eyesores are constant reminders of the great depression, in mostly ran down neighborhoods, in sections of cities that tend to be overlooked when city revitalization budgets come into play. Post Road Residential saw beauty in the abandoned mill. The beautiful thing about upcycling buildings is the volume of materials saved, in addition to the community camaraderie that transpires over the course of the project. Website here.
Title: Cypress Hill 25th Anniversary
Client: Get On Down x Cypress Hill
Behind The Scenes: This is a great example of taking something from concept to completion. Originally, meant to be black porcelain, we had some retail price points to manage so after many rounds of sculpting and sampling, a final prototype was approved by B-Real, DJ Muggs, and Sen Dog. Based off the skull from the Hill's OG self-titled album, my interpretation had an incense chamber as part of the original design, but last minute the client wanted to fill in the holes and to remove the incense aspect all together for liability issues. Visit Cypress Hill's website to purchase.
Cast & Crew:
Get On Down - Book Layout
Title: Atrius Health Campaign
Client: Atrius Health
Behind The Scenes: While leading the creative team at Proverb, we were tasked by the Atrius team to devise a campaign that presented all of their combined offices and branches under one umbrella company. No more questioning who the bill is coming from or whether the doctor you're about to visit knows your medical history. Their main effort was to build a stronger core network by informing their staff more clearly about their approach to healthcare — "All about you." I really wanted to highlight the personal touch this approach provided by juxtaposing what other big healthcare brands were doing... something that had personality and a pulse. We sourced several hundred different photos from friends and family and made them look like photo albums exploded all over the collateral. Faces upon faces... old and new, including every color of the rainbow and walk of life. A full campaign was devised in Boston on all public transportation channels. You can watch the entire campaign video here.
Title: Treadmark
Client: ©2016 Proverb for Trinity Financial
Behind The Scenes: The Ashmont area of Dorchester was known to have a dodgy reputation, but after working closely with Sadio Desmond and the rest of the team at Trinity Financial while leading the creative team at Proverb, what I felt was a strong since of community pride and desire to grow. It takes a long time to build culture and community in a redevelopment area and Trinity doesn't believe in plopping a brand new shiny building down in the middle of a community will help solve all the issues. Sadio and her thoughtful approach made this project a pleasure to work on. It was also cool to collaborate with Tanaya Nayak on the interior spaces with some of my custom prints, color palettes and graphic assets. The graffiti at the bottom of the page was on the backside of the tire, muffler & brake shop that once sat on this lot. Not sure of the artist's name. Would love to post a credit.
Cast & Crew:
Brian Samuels - Photography
Title: WorkBar x Staples
Client: ©2016 Proverb; WorkBar
Behind The Scenes: I had the opportunity to work closely with strategist, Molly O'Brien on this project while we devised a plan on how to bring an urban co-op, workspace brand like Workbar, to the suburbs for soccer moms and small business owners that needed a space to meet and conduct business. While creative directing and leading the design at Proverb, I collaborated with the talented designer Ryan Magalhaes to generate an array of visual assets and create the graphic language for interiors and collateral. Some of the graphics were a little nuttier than others, but all were geared towards inspiring the workers that landed here to keep the creative juices flowing. At the bottom of the page, you will see some of my earlier exterior renderings of the pop-up as well as collaborative pitches with local businesses like New Balance and Staples.
Title: L7 Apartments San Francisco
Client: ©2016 Proverb; Fairfield Residential
Behind The Scenes: Techy, trendy, transy... SoMa was a great neighborhood to get exposed to through this project. The L Seven Apartments project was all about embracing the diverse, vibrant community of San Francisco's SoMa district.
Leading the design team, we created a brand identity and messaging that resonated with people from all walks of life. We had the privilege to work with local photographer Travis Jensen, whose work captures the true spirit of the city. His unique style brought a special touch to our visuals, and all I did was add a bold, red accent to a bird to complete the visual tie-in.
The name and identity of L Seven Apartments were crafted to reflect modernity, luxury and accessibility, making it a welcoming place for anyone seeking a modern urban lifestyle. Every aspect, from the stylish interiors to the engaging community spaces, was designed to embody the innovative and inclusive spirit of SoMa.
Cast & Crew: Travis Jensen - Photography
Title: Exciting Insurance
Client: Liberty Mutual Insurance / Commercial Division
Behind The Scenes: I have been a part of Liberty Mutual Insurance's corporate, creative endeavors for some time now from working on their internal rebranding, iconography, and graphic language, to internal campaigns such as the RIMS Conference as well as employee geared initiatives.
Cast & Crew: Adam Perzanowski - Animation
Client: Various
Behind The Scenes: I have done work with various brands across many verticals from athletic brands like Nike all the way to religions like the Unitarian Universalist Association. At the end of the day, the brands I work with play an important roll in our day-to-day grind. Here are some examples of those works.
Tools Utilized: Pencil, Paper, Paint, Wacom, Computer, Adobe® Suite
Title: Land of OZ™
Details: I was a bit bored with the nature of designing and handing out traditional business cards so to shake things up a bit I ordered rolls of these tickets and hand-stamped them with my LOZ logo. I kept track of the tickets I passed out and once a year I would do a raffle for a single winner to receive a custom painting of mine.
Title: Holy Grail Campaign
Client: CNCPTS x Nike SB
Behind The Scenes: A capsule inspired by the holy grail itself... The SB Dunk High. The original idea was to do one shoe inspired by a vision Deon Point had after watching The Boondock Saints of a stained glass window. After doing a number of designs utilizing a Dunk Low, the CNCPTS team wanted to do three designs across three different shoes. 1 Janoski Max, 1 Dunk High, 1 Dunk Lo, 3 custom paper boxes, 1 custom cement sneaker box, 1 wooden japanese puzzle sneaker box, 1 photoshoot in a historical Brooklyn Cemetery later - the product and packaging line up was launched. I also did custom hand stamped & hot wax sealed dust bags to make them all a bit more unique. I wanted to show some of the original packaging and sneaker designs I submitted in the beginning.
Cast & Crew:
Ryan Vaughn Kibler - Photography
Title: Holy Grail Photography
Client: CNCPTS x Nike SB
Behind The Scenes: I wanted to show some of the additional photography from my shoot with Ryan Kibler at the Green-Wood Cemetery in Brooklyn, NY. I brought a lot of incense sticks to burn while shooting so we could produce an ominous loook and feel along with the natural, ambient lighting.
Cast & Crew:
Ryan Vaughn Kibler - Photography
Title: NB 575 M80
Client: CNCPTS x New Balance
Behind The Scenes: Deon Point wanted a shoe that reminded him of his uncle from back in the day on July 4th family cookouts. From his description, it reminded me of the Bruce Springsteen album I grew up with in Indiana during the 80s. Here is the final version Rhett Richardson and I came up with utilizing the bandana motif. We did several variations with denim as well. Graphic assets that were created from the packaging and sneaker were applied to the NYC Pop-up.
Title: The Viridian / Fenway
Client: ©2015 Proverb; The Abbey Group
Behind the Scenes: Finding the right balance of elegance and athletics is what stands out most about this project. The vibrant area around Fenway Park is set to become a hub of diverse entertainment and lively after-hours cocktails, which guided our creative direction for the Viridian Apartments.
Leading the design team at Proverb, we presented several creative directions to the client, ultimately choosing a concept that captured the dynamic spirit of Fenway. The color palette was inspired by the full spectrum of the viridian hue, reflecting the inclusive and welcoming atmosphere of the Viridian property.
Title: Luxury Goods
Client: CNCPTS x New Balance
Behind The Scenes: For every project I did with CNCPTS, I pitched a number of variations. Some of these designs didn't make the cut or the project went a different way. Here's some finals as well as variations that led up to the final called, "Luxury Goods."
Title: 8Ball
Client: CNCPTS x Asics
Behind The Scenes: Based on street culture, the cocaine inspired sneaker pushed the limits from all angles. The sneaker insert had blood drops splattered across (the same ink splatter texture I used for an earlier Star Wars project and on the blue lobster t-shirt). Plastic Baggy inspired stripes on the sneaker's medial sides, while off-white tones of varying suedes & textures made the upper. A set of blue and yellow additional laces were packaged in a a tube inspired by a crack vial. The packaging mimicked a kilo brick while the popup shop's facade in NYC was made to look like a bando. The product was pushed through a hole in the wall where money was exchanged. Shrink-wrapping each box by hand to carry the theme throughout didn't make for a great shipping experience with the staff but it did feel very much like New Jack City, which this project was heavily inspired by.
Title: New Balance 496
Client: CNCPTS
Behind The Scenes: While working closely on the 496 model for another project (CNCPTS related), I created a multitude of variations for discussion. I explored various color blocking, color stories and materials. Here's a few options that hit the scrap pile. The New Balance x CNCPTS "Regatta" is a perfect example of a shoe that came from the "scrap" pile.
Title: Instapump Fury "Versace"
Client: CNCPTS x Reebok
Behind The Scenes: The production team at Reebok did an excellent job matching the artwork to the patterns of the shoe for this project. I took design queues from the iconic, silk Versace shirt Tupac wore and illustrated large swatches for printing.
Title: The UNReligion
Client: ©2014 Proverb; UUA (Unitarian Universalist Association)
Behind The Scenes: The UUA's felt their look needed an update to grab the attention of a younger audience. Growing up in Indiana I was harshly judged about anything outside of redneck and white trash color range. Being different was a religion I could get down with. Leading the design initiative for a religion rebrand was something I never imagined doing. On a similar note, I learned how a rebrand for a global company, in this case UUA having locations all over the world, is difficult to deploy among all branches as budgets vary from one place to the next. This should all be taken into consideration when thinking about updating your brand. Another thing to consider when rebranding, is to surround yourself with an amazing team such as, amazing graphic designers like Tamika Reid; who was a major assist on this one.
Title: The Batch Yard
Client: Post Road Residential
Behind The Scenes: Once the home of The Charleston Chew candy factory, the property posed problems as well as opportunities from all aspects of the project. Post Road Residential believes in a thoughtful product and the experience that comes with it so the story telling aspect was definitely an underlying theme when it came to helping name the building. Inspired by candy-making and baking terminology, the naming and visual language infiltrated interior and exterior spaces throughout the property. This project taught me to think about the brand way beyond the logo.
Title: Ugly Sweater
Client: CNCPTS x Nike SB
Behind The Scenes: I was asked to design and illustrate not only the snowman print for the shoe, but to create unique sneaker packaging that felt campy and like no other. A cookie tin with a Norman Rockwell-esque approach to it; but with a twist. The packaging was my favorite part of this project as I had the privilege to work with an amazing illustrator and colleague of mine, Greg Call. This particular project was originally meant to be on a Converse Chuck Taylor. The product and packaging served SB enthusiast proper but was originally meant to be on Converse Chuck Taylor.
Cast & Crew: Greg Call - Cover Illustration
Title: NoBS!
Client: North of Boston Studios
Behind The Scenes: After lifting the actor/director tax in Massachusetts, NYC wasn't the only place to shoot a movie with depth and ideal cinematic backdrops. I believe J (client and dear friend) was in the middle of making gun replicas to be used in a new Denzel Washington movie that was being shot in the North End when we kicked this project off.
Title: Combat Zone
Client: CNCPTS x Vans Syndicate
Behind The Scenes: I learned a lot about this historical place in Boston that got its name from the amount of naval officers that were seen roaming the district when docked. A local historian that covered the Combat Zone in the 70s lived in Cambridge, MA and allowed us to utilize some of his books and photographs that are otherwise out of print. The hand-drawn and vectorized paisley print was inspired by the burlesque and lace clad of the local shops and laser etched onto the leather upper of the shoe. The "Naked i" graphic on the heal was inspired by the peep show itself as well as the animated GIFs used to promo the launch. The product was shot on black mirror while smoke, lighting and color were added in photoshop.
Title: When Pigs Fly
Client: CNCPTS x Nike SB
Behind the Scenes: Typically, quality custom shoe boxes are shipped already constructed opposed to collapsed and saving space. The client ends up paying for a bunch of air to be shipped because of the container sizes required to hold the empty boxes. I wanted to try something different with the packaging on this project to cut those costs, so I designed a premium box that would fold flat the way basic corrugated boxes did. I experimented with a special printing technique on the lid as well to try and mimic a steamed up shower window. Historically, the Nike swoosh wasn't altered but in this case, the feathered swoosh was approved by Nike. Definitely a feather in my cap for career accomplishments.
Title: Sperry Top-Sider
Client: CNCPTS x Sperry
Behind The Scenes: This was the first sneaker project I ever worked on so it has a sentimental place in my heart. Most of my favorite parts about the creative direction I presented were left behind, but the color ways remained. Photography provided by Soldier design was on point and carried out the New England vibes of the idea and brands at play.
Title: Esoteric —> Czarface
Client: Esoteric
Behind The Scenes: I wanted to make something unique for Eso that shined a light on his love for the game and toy industry. The main strategy behind this project was to transition from Eso's Petrovision brand and blog that showcased the collective 7LES to their first Czarface album with WuTang's Inspectah Deck. One of my favorite aspects about the project other then working with the crew was that I added a "J Hook" detail in the header inspired by the "blister" packaging that held figurines.
Cast & Credits:
Lamour Supreme - Album Artwork
Title: The Blade Runners
Clients: 7L & Braun Dapper
Behind The Scenes: I told the guys they had to let me update their mark before we started applying it to mixtapes and websites. The relationship proved to be a long, successful journey of art, design, music, and fashion for their group and solo efforts alike.
Title: Uncle Pete's
Client: Peter Tam
Behind The Scenes: The first presentation I showed Pete consisted of about 100 pages. I'm not sure he liked any of them. But we worked through it and came out with this mark which still to this day is one of my faves. I worked very closely with Unk to come up with the name, web presence, and brand look for this award winning boutique on Charles Street in Boston. Prior to the store closing after a fire in 2015, Uncle Pete was notorious for introducing rare brands to Boston way before they were due to land on any fashion radar.
Cast & Crew:
J Rodericks - Marquee sign
Title: XCNVS
Client: OZ, Various
Behind The Scenes: I had the opportunity to study, learn and work with the late and great, Mr. Doyald Young, but collaborating with him on my XCNVS logo was undeniably a highlight of my career. When the project came to an end, I asked Doyald "'what do I owe you?" – His response was, "friendship". This type extrordanaire, and amazing soul, was responsible for creating some of the biggest corporate identities out there (including the swirly ball of fun that is the GE logo), not to mention, he worked with Herman Zapf (the Zapf Dingbats guy). After listening to him speak about typography in college, I was forever hooked on the study and love for type. Later on, I was able to work with him when I hired him to collaborate on Ouija (The Movie) for Hasbro. I wanted to showcase the XCNVS mark, in addition to some of your other works, in memory of the moments we shared as friends and colleagues. Rest in power kind sir. – OZ
Title: Fresh Catch!
Client: CNCPTS x Nike SB
Behind The Scenes: A lot of creatives helped bring these 2 projects (Red Lobster & Blue Lobster Nike SB Dunk Campaign) to life. At the time I was Sr. Art Director at Pilot and personally remember every minute of every all-nighter to get these two projects to the finish line. Not to mention, these were my first Nike projects and I was super geeked. You can purchase them here at Sotheby's;
Red Lobster
Blue Lobster
Title: Star Wars
Client: Star Wars, Lucas Licensing
Behind The Scenes: The Star Wars brand has always been a part of my life in some way. Whether it was figurines as a kid or the packaging line looks & licensing artworks I've had the opportunity to create as an adult. I included some conceptual items (that came from exploration) as well as final items that highlight my work with the brand and team at Lucas Licensing.
Title: Pictures Speak Louder Than Words
Client: Various
Behind the Scenes: I've had a lot of fun with iconography over the years. Some of the icons ended up being mini compositions, while others were executed on the "less is more" design philosophy.