Proenza Schouler
proenzaschouler.com︎




Agency: Wondersauce︎
Art Consultant: Peter Miles
Photography: All Rights by Proenza Schouler
Product Management: Lily Thalheimer︎
Proenza Schouler is an award-winning NYC based womenswear brand by Jack McCollough and Lazaro Hernandez. We worked closely with the team at Proenza Schouler to re-design their e-commerce experience and digital platform fit for scalability.







Weekend Home:
The Mountain House
weekendhome.co︎



Development: Friend of a Friend︎
Type Foundries:  Schick Toikka︎
Weekend Home is a new destination for your off-hour needs. Its first property, Mountain House, will open in August 2020. MORE DETAILS SOON.


The holding page for Weekend Home is inspired by the warm, tangible feeling of sending out/receiving personalized post-cards while traveling.

Corpus Naturals
corpusnaturals.com︎




Agency: Wondersauce︎
Brand Positioning: Clara Freeman
Copywriting: Jordan Somers
Creative Media Strategy: Chris Gilbert
Photography: Devin Altebello,︎ Henrik Hansen,︎ Noah Stone︎
Production: Frankie Attalah, Shannon Mulcahy
We collaborated with founder and skincare expert JP Mastey in creation of Corpus Naturals, a new D2C brand that creates completely naturally derived, vegan deodorants. Corpus is made for people who don’t want to sacrifice quality for the sake of going natural.


Corpus creates complex natural fragrances derived from essential oils and isolates. The refined scent notes in the deodorants combine with your body’s natural chemistry to produce a uniquely personal fragrance.

We designed a custom scent scale for one to easily read the ingredient makeup of a Corpus scent. Ranging from 1 to 4, 1 indicates a subtle note while 4 indicates a stronger potency. Natural ingredients come together at varying levels of intensity, and this scale is used as a consistent visual tool.


There are three core colors to the Corpus visual identity. We never use the common modern hues of black, grey, or white. Instead, we use a refreshing spectrum of green; dark green, neutral green, and light green. The heart of our palette is green, thoughtfully represented throughout the packaging design.


We named and helped launch a collection of 5 Corpus scents: Cedar Flora, Nº Green, Santalum, The Botanist, and Third Rose. Supplementing each scent are dreamlike, elusive vignettes created by director Henrik Hansen.︎


The bottle and carton designs contain two language translations initially created for FR and EN speaking countries. A potential distributor can simply rotate the packaging to best fit their audience’s needs.




It is a brand promise to maintainin a thoughtfully considered experience from the ingredients used in the product, to the design choices made.

This is relentlessly followed through in the e-commerce experience. We focus on very few, well-considered details. A user has the ability to pan left or right [horizontal] to preview the available scent families. Simply scrolling down [vertical] provides the ability to explore each scent family in depth.





The Mini Trios are are given the same level of importance as the Regular deodorants in the product carousel.


We provide a delightful, discoverable secondary form of scent family navigation.

For launch, we created a set of evergreen photography that Corpus could use and re-use for social media. Corpus product is presented in everyday ‘getting-ready’ scenes.









Development: Friend of a Friend︎
Photography: All Rights by Act+Acre, Christine Hahn︎
Founded by creative director Helen Reavey and her husband Colm, Act+Acre is a new hair wellness company focused on natural, proprietary, and most importantly, effective products. I helped the team launch the ecommerce experience in 2018 with their Cold Processed™ trifecta: Hair Cleanse, Hair Conditioner, and Scalp Detox. 

Natural scenes and inviting landscapes communicate Act+Acre’s commitment to using natural ingredients. The website invites users to experience the brand ethos with immersive imagery and intentional use of space.
Alongside the inviting landscapes, the main focus of the models emphasize a diversity of people and hair textures.


Good Day Beverages
drinkgoodday.com︎

 


Agency: Wondersauce︎
Brand Positioning: Aly Blake, Clara Freeman
Copywriting: Dan Trimarchi
Creative Media Strategy: Chris Gilbert
Designers: Ann Suh, Valentine Delouis
Photography: Will Hughes, Claire Cali︎
Production: Shannon Mulcahy
Type Foundry:  Swiss Typefaces︎
We collaborated with the Good Day team to build and launch a premium, functional CBD beverages brand, primarily focusing on Cold brew coffee for launch. Good Day is for health-conscious people who want natural relief from physical and mental stress.





Each Good Day beverages represents an energy profile based on the time of day (morning > midday > night), which also correlates the function of the beverages (boost > balance > unwind).

We captured evergreen content depicting scenes of daily routines while using the Good Day product. 


Additional brand applications included POS with Naked Retail, a group dedicated to partnering with brands to provide all-inclusive retail experiences.
CBD-infused beverages for a balanced lifestyle and better days all around.

I am a multidisciplinary designer and art director in NYC, navigating across cultural and commerical sectors. Currently, I am an Associate Creative Director at Wondersauce, and co-founder of Tabula Rasa Magazine, a non-profit organization, photography, and arts publication established in 2013. Previously, I worked with the in-house creative teams at Bullett Magazine and With Projects, Inc.

Education:

Parsons the New School for Design
Graduated BFA Communcation Design

Clients:

Act+Acre
Beth Ditto
Bill Blass
Corpus Naturals
Good Day Beverages
Friend of a Friend
Kordal Studio
Nick Wooster
mindbodygreen supplements+
Proenza Schouler
Salt & Stone
St. Frank Textiles
Tête Studio
The Sleep Code
Tribeca Film Festival

Collaborations of Tabula Rasa Magazine:

Badland.TV, Stockholm
Färgfabriken, Stockholm
gasoline.xxx
Louise Borchers
Picture Farm Gallery
Red Hook Labs
Sabrina Tamar
Usagi Gallery
Vandervoort Studio

Reads:

Floyd Detroit︎
Office Magazine︎
Commerce Cream︎
Guest of a Guest︎
Fashion Ethic, The Standard Culture︎
Fashion Experiment, The Standard Culture︎
Creator's Connect︎
Tag Tag Tag︎

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