I lead the design of SO5’s 2023 Mother’s
Day campaign, working with designer,
animator Nick Xu on concept development
and asset execution. The aesthetic is
children's toy inspired, with primary colors
throughout. The custom type and layered,
graphic shapes are based on blocks. There
are also hand drawn elements based on
crayons and hints of toys placed throughout
the still life photography. To offset the
bright, child-like feel, colors are muted with
layering and transparency and the
photography was produced and retouched
to include a tinge of grey.
Other credits include the VP of Creative
Ting Ting Lee, the design team under
the direction of Sheilini Singh, the copy
team under the direction of Lizzie
Cheney, the art team under the direction
of Holly Stevenson and the styling team
under the direction of Jacob Glaser.
I lead the design of SO5’s 2023 Father’s Day
campaign, working with designer Mary
Esposito on concept development and
designers Nick Xu, Caroline Ramsey and
Grace Heslip on asset execution. The
aesthetic has a throw-back nostalgia,
bringing a homey atmosphere and pops of
toys to the photography. We integrated
warm woods and backgrounds of tan and
rich blue-green across the assets. We
then added contrast with bold pops of
bright yellow-green in border treatments
and playfully layered typography.
Other credits include the VP of Creative
Ting Ting Lee, the design team under
the direction of Sheilini Singh, the copy
team under the direction of Lizzie
Cheney, the art team under the direction
of Holly Stevenson and the styling team
under the direction of Jacob Glaser.
In early 2022 I was a member of the
creative team collaborating with studio
Yummy Colors to rebrand Saks OFF 5TH.
As part of the rebrand, SO5 adjusted it's
focus to the trend devotee shopper and
decided to shine a spotlight on the brands
wonderful "OFFness." The SO5 logo was
refined, new taglines were developed,
the font pairing was updated with custom
typefaces and a color palette of bright
and soft tones was carefully selected.
Other credits include the VP of Creative
Ting Ting Lee, the design team under
the direction of Sheilini Singh, the copy
team under the direction of Lizzie
Cheney, the art team under the direction
of Holly Stevenson and the styling team
under the direction of Jacob Glaser.
SO5 chose the Spring 2022 campaign
as the moment to launch their rebrand.
To celebrate the launch, we went with bright
blue sky, soft clouds and sand, and a mix
of poppy tones, dominated by neon yellow,
bright mint and soft peach. This imagery
was studded with playful props, including
oversized blow-up creatures. We created
store signage, direct mail pieces, a range
of digital items including social posts,
banners and out-of-home assets.
Other credits include the VP of Creative
Ting Ting Lee, the design team under
the direction of Sheilini Singh, the copy
team under the direction of Lizzie
Cheney, the art team under the direction
of Holly Stevenson and the styling team
under the direction of Jacob Glaser.
I lead the rebrand of SO5’s End Of Season
franchise over the course of 2022. As part
of its evolution, I developed a new mark and
applied it to signage. I then worked with
animator/designer Nick Xu, from my team
to fully flesh out the digital needs including
emails, website, social assets and more.
Other credits include the VP of Creative
Ting Ting Lee, the design team under the
direction of Sheilini Singh and the copy
team under the direction of Lizzie Cheney.
I helped evolve SO5’s Extra Cut franchise
over the course of 2021 and 2022, initially
refreshing the design. And than as part of
the rebrand, I evloved the franchise marks
and worked with a designer on my team
Nick Xu to fully flesh out the digital needs,
including emails, website assets and more.
Other credits include the VP of Creative
Ting Ting Lee, the design team under the
direction of Sheilini Singh and the copy
team under the direction of Lizzie Cheney.
RELATED PROJECTS —
Institutional Signage Clearance Redesign
SO5 Monthly Emails
I lead the design development of the 2021
SO5 Black Friday campaign. This campaign
was bold, with a utilitarian feel. Condensed
Trade Gothic was the dominant typeface,
keeping the look clean and streamlined.
Pops of bright kelly green stood out against
the neutrals of black, white, grey and blush.
Graphic stripes and drop shadows were also
used as a consistent element throughout.
Other credits include the VP of Creative
Ting Ting Lee, the design team under
the direction of Sheilini Singh, the copy
team under the direction of Lizzie
Cheney, the art team under the direction
of Holly Stevenson and the styling team
under the direction of Jacob Glaser.
This Black Friday campaign included
a range of window and in-store signage,
along with three direct mail booklets.
I established signage templates and
collaborated with designer Deirdre Waski
to flesh out the full package. I also
built the direct mail booklets, one with
a cold weather theme, another with a warm
weather theme and the final, men’s.
Other credits include the VP of Creative
Ting Ting Lee, the design team under
the direction of Sheilini Singh, the copy
team under the direction of Lizzie
Cheney, the art team under the direction
of Holly Stevenson and the styling team
under the direction of Jacob Glaser.
This Black Friday campaign was also
comprised of a large variety of digital
design assets. These included out-of-home
asks, a website takeover, emails, social
posts, etc. I established the look and feel,
creating templates for emails, banners,
touts, ingrids, etc. I than worked with the
entire design team to divided and concur
building out all of the final elements.
Other credits include the VP of Creative
Ting Ting Lee, the design team under
the direction of Sheilini Singh, the copy
team under the direction of Lizzie
Cheney, the art team under the direction
of Holly Stevenson and the styling team
under the direction of Jacob Glaser.
I lead creative development and was the
primary designer executing this 2021 SO5
Holiday Deals campaign. This campaign
took a playful twist on the holiday theme
with refined Bodoni-focused typography
and gold foil texture meets criss-crossed
pops of red, blue and magenta ribbon-
tape. As part of this campaign I built out
window and in-store signage, along with
a range of digital assets.
Other credits include the VP of Creative
Ting Ting Lee, the design team under
the direction of Sheilini Singh, the copy
team under the direction of Lizzie
Cheney, the art team under the direction
of Holly Stevenson and the styling team
under the direction of Jacob Glaser.
I redesigned the SO5 jewelry event franchise
launching in August 2021, creating a refined
look with the flexibility to extend across
four campaigns a year. These campaigns
use a color pop, in this case orange to
compliment the imagery. They also play with
layering on figures and stills. I followed
this up with a rework of the franchise to align
with SO5’s rebrand for Mother’s Day 2022.
Other credits include the VP of Creative
Ting Ting Lee, the design team under
the direction of Sheilini Singh, the copy
team under the direction of Lizzie
Cheney, the art team under the direction
of Holly Stevenson and the styling team
under the direction of Jacob Glaser.
RELATED PROJECTS —
Institutional Signage Franchise Redesign
The Jewelry Event Animation Design
Fine Jewelry Landing Page
I collaborated with Alessandra Biaggi, to
rebrand her political work as the New York
State Senator of District 34 and beyond.
We developed her brand over the course
of 2020 and 2021, transitioning from the
use of her full name to the punchier Biaggi.
We then set her new custom lettered
logo in a variety of horizontal and vertical
graphic ribbons. These mark variations were
then painted in a defined set of color
combos to streamline the brands look/feel.
We expanded Alessandra’s core color palette
from medium blues and a pale pink to the
more contrasty navy and white, with a bolder
yellow and red and a feminine touch of
pink and purple. A hint of black can also
be used as needed.
Her extended color palette, used in special
circumstances such as celebrating her Italian
heritage, Pride and other various campaigns
includes a range of eight further poppy
colors, completing the rainbow.
We then took her font palette from a heavy
san's serif to the more historical serif
Caslon, used frequently by Benjamin Franklin.
This was paired with the soft curved and
detailed sans serif National 2 Narrow, to
create a complete, contemporary feel.
Alessandra’s also known as AB, so we
developed a monogram to weave into her
branding as needed. This custom lettered
mark was set into a variety of horizontal
and vertical graphic ribbons, just like her
core Biaggi logo.
Alessandra also needed alternative logos
for certain situations, including celebrating
her Italian heritage and Pride. We developed
an approach to this variation on her mark
by using carefully placed gradients of color.
And finally, we developed a playful stamp
version of the Biaggi and AB logo for
other fun moments in the world of Biaggi.
To expand the Biaggi brand, we needed
a consistent imagery approach suitable
for all ages. To resolve this, we developed
a graphic style that could be duplicated
by others as needed, for ease of content
creation on the fly.
We also made playful versions of the
Biaggi logo, incorporating art into them,
mainly for use in social media content.
Showcasing Alessandra’s District, NY-34
is important to her, so we needed to find
a way to show off her neighborhoods and
combine them into a map. To do this, we
merged the aesthetic from her illustration
approach with the gradients used in her
alternative logos, creating this bold style.
And as the final piece of the Biaggi brand
book, I developed a range of assets that
this branding could be applied to. These
include a variety of t-shirts, stickers,
pins and cards. We also explored social
media content, a bold poster series,
sharing with the world what she’s all about
and the look and feel of her letterhead.
I worked with Formidable, a team
building company, to help them rebrand
in 2020. We took there heavy sans serif
design and nuanced it into a custom
lettered, humanist sans serif mark with
elegant curves and a contemporary feel.
We also developed a monogram for the
brand, along with an image mark.
We took the color palette from black, white
and red to more nuanced shades of earth,
sky and sea. These include rich terracotta,
earthy olive, warm marigold, golden stone,
bright azure and deep ocean.
We also built their single sans serif font
out, into a more refined font pairing,
combining the elegance of Domaine, with
its soft leaf-like curves and a similarly
curvaceous, detailed National 2 Narrow.
Formidable looks at the companies
it's working with as ecosystems—There
goal being to build and grow each
system into a self sustaining community.
Visualizing this concept, we created
custom environmental, exploration and
research-themed illustrations to place
throughout their website.
We also consulted on the page layouts,
along with usage of the font pairing
and color palette.
Finally, we created several print materials
for Formidable. This included their 2020
holiday card, which took a twist on the
ecosystem-themed illustrations. We also
developed templates for their various client
forms. Here we merged clean layouts
with fun color combinations, to inject their
spirit into every inch of the brand.
