related projects
A collection of notable projects I worked on from in-store to billboards to experiential graphics.
IZOD CENTER REBRANDING
When PVH took over sponsorship of the floundering Continental Airways Arena in New Jersey, we had under a month to rethink, redesign and rebrand the building. The end-goal was to reinvigorate interest in the venue for future bands, teams and events as well as for patrons, all while putting the IZOD brand front center in the minds of future generations of customers.
With a small inspired and dedicated team and lots of long days/nights, we managed to deliver on time. With a new logo identity celebrating the heroic structure, the use of color pops, bold super graphics, and projected video, we were successful in our mission. The IZOD Center created a buzz on opening night and a renewed interest in the venue as a new family, sports and entertainment destination.
The 8 perimeter column graphics were the key graphics and were changed every season.
Role:
Graphic Designer
Key Contributions:
Graphic Design
IZOD INDY 500 + MACY’S TAKEOVER
“In Pursuit of FAST” was a partnership between INDY 500 + IZOD . To celebrate 100 Years of Indy Racing, PVH Design team released an Indy Racing inspired line of performance apparel that utilized the graphic archives of the INDY 500. To launch the partnership we took over Macy’s flagship store at Herald Sq in NYC transforming it into an art installation of Vintage cars and memorabilia. Our team worked with Macy’s creative to take over the key windows and the main lobby floor with vignettes of graphics, clothing and cars. We launched with a Times Sq billboard, PR events that brought in drivers and a gala event the night of the launch.
Role:
Graphic Designer
Key Contributions:
Art Direction, Graphic Design
DRESS SHIRT FIT APP KIOSK
PVH Dress Furnishings division wanted to create and test a digital solution to address consumer confusion about fits in an effort to reduce open packages and returns. To complicate the puzzle in the department store environment, the floor is often divided by brand with each brand having a slightly different cut for each fit. Their main request was that it be engaging enough to invite consumers in, simple and informative in a modern way that would assist the consumer when no staff was around. To help with the lack of uniformity with fits from brand to brand, we added a screen that showed competing brands on the particular fit spectrum. To catch the customers attention, we gave the home screen a lot of personality by having the model do playful things to catch your eye and invite you in.
Role:
Art Director, Graphic Designer
Key Contributions:
Art Director, Graphic Designer, UX
IZOD TOUR+ LAUNCH
I was tapped by our IZOD team to help out on the launch of Tour+ performance line for IZOD.
I worked on the logo, hangtag art and the trade show booth graphics. Collaborated with our CMO, our store design team and the sales team on this super quick turn-around project.
Role:
Graphic Designer
Key Contributions:
Graphic Designer
IZOD TOUR+ BOOTH
IZOD TOUR+ HANGTAG
STAFFORD 365 SHIRT
Point of sale package for Stafford Dress Shirts at JCP. The request was to shoot product with focus on cool comfort and flex collar in a modern approachable way. The accounts saw an uptick in sales in a department were dress shirt sales were down overall.
Role:
Art Director, Graphic Designer
Key Contributions:
Shoot direction, Art Director, Graphic Design
J C Penny dress furnishings shop reinvent
In an effort to re-think the dress furnishings section at JCP, we partnered with their corporate creative team to brainstorm innovative ways to improve the shopping experience in the dress shirts department which has been on a decline. We realized that most customers usually come to a dress shirt department for life events–a graduation, an interview or everyday office attire. We devised a “shop by occasion” system that would help customers navigate by occasion and finding all brands in a singular location. This also helped bring order to a traditionally chaotic selling floor. By creating zones based on occasion, grouping product assortments and color coding graphics, as well as elevating the presentation of the back walls to bring style and personality, we were able to inspire shoppers to come in which translated to a noticeable lift in sales during our test period
VAN HEUSEN RETAIL SHIRT SALE EVENT
Signage package for the annual VH Retail Shirt Sale Event. I was asked to help the VH team create signage for their retail store to help support the event. This year they were inspired by hand lettered chalk style and hired a chalk artist to layout out the alphabet and elements. They had to be composed and typeset by hand, the old-school way.
IZOD CENTER BILLBOARDS AT TIME SQUARE NYC
In your career, you hope to get wo work on a project that comes from your heart. The two billboards I was given the opportunity to create for the IZOD Center where those moments for me. One was for one of my favorite classic rock groups, The Who’s performance at IZOD Center. For their creative, to contrast the digital, highly polished noise of Times Square I chose to go old billboard style and leaned into the band’s British roots. The analog execution cut through and looked fantastic bathed in the light of TS! They other was for a series of Nets games.
BREAST CANCER AWARENESS WEEK OVER THE MOON, WINDOW DISPLAY
For Breast Cancer Awareness week, I was tasked with creating a compelling window display at Macy’s Herald Square to promote a children’s book to raise money for the cause. With only the book and a super tight budget to work with, I created a magical dreamscape that captured the essence of the book. Utilizing key art taken from the book and minimal propping, I created layers of art for depth, starting with a child laying on the sand face-mounted to the window gazing in to invite the viewer to join him.
*image altered. perspective not accurate