A rewarding collaboration with Alexandra Tavel of Two of Wands, I was lucky to be a part of this project from truly the ground level. From naming the yarn, to designing the visual identity and all the corresponding branded components, Hue + Me is a yarn that allows its maker to the hero of their own story.
art direction • copywriting • design • illustration
See how the brand grew to include a new yarn the following year, with Color Theory
Photo: Alexandra Tavel
Photo: Alexandra Tavel
custom single-line illustrations, symbolizing the single strand of yarn used to create any handmade piece.
A fun behind-the-scenes look at the process behind creating Hue + Me. My Lion Brand film debut!
Pattern Lookbook
Pattern Lookbook
Pattern Lookbook
The Spring/Summer follow-up to Hue + Me. Color Theory brought me back together with Alexandra of Two of Wands as we worked to present a lighter yarn with a livelier color palette to the market, while building off of the branding we established with Hue + Me.
art direction • copywriting • design • illustration
Watch Alexandra and I finalize the label design for Color Theory
Strategy behind the new name Color Theory - responsible for all copywriting.
Custom illustration work for Lion Brand’s 2022 Yarn Color of the Year campaign. After a few years of pandemic-induced greys, the crafting community celebrated Golden Sunshine with their needles and hooks at the ready.
Photo credits: Francis LaMonica
A yarn for every body: Skein Tones was designed with the intention to match and complement a complete spectrum of skin tones.
art direction • naming and branding • copywriting • design • digital media • influencer outreach
Pattern Lookbook
Pattern Lookbook - copywriting and design
Pattern Lookbook - includes quotes from each pattern’s designer touching on their connection to the message of the yarn.
Introductory email blast
A (very small) sampling of some of the labels I created as the Art Director for Lion Brand Yarns. I have the pleasure of concepting names, brand identities, and labels for new yarns, as well as the opportunity to redesign the labels and re-establish the branding for some of Lion Brand’s most tried and trued yarns.
Photo credits: Francis LaMonica
Brand development for Grounds For Sculpture’s year-long 25th anniversary celebration.
art direction • logo development • design
Art Direction • Design • Watercolor Illustration • Pattern Development
A lovely collection of private label tea canisters sold at the Grounds For Sculpture Museum Shop.
Art Direction • Design • Watercolor Illustration • Pattern Development
Logo development and illustration work for a community outreach event at Grounds For Sculpture. Watching my illustrations come to life in the promotional video seen here was such a treat!
art direction • hand lettering • illustration
Line of chocolate souvenirs designed with Astor Chocolate, featuring Milton Glaser's iconic I Love NY logo. My approach in designing this line was to celebrate both the glitz and grittiness of New York City by utilizing a limited color palette and high contrast photography.
art direction • design • structural analysis & development
This structure was custom designed to house both chocolate truffles and a removable postcard.
This gives the consumer the opportunity to immediately write his or her loved ones about Astor's gourmet chocolate and the city that never sleeps.
Line of chocolate souvenirs developed for LAX.
art direction • design • structural analysis & development
A proposed line of portion-control chocolate for a national wholesale club chain.
art direction • copywriting • design • structural analysis & development
Complete redesign of a dated line of souvenir gourmet snack tins. Transitioning to a more geometric structure, working within a fresher color palette, and introducing "daytime" details to the design helped bring this line to a modern shelf without adding any additional production costs.
art direction • design • structural analysis & development
The original design jam packed too many focal points onto one tiny surface, causing unnecessary noise, no sense of hierarchy, and a disconnect between the icons of the city and the actual essence of the city.
Utilizing the new rectangular structure as a strategic design aid opened up the option of showing two seamless scenes on one tin. This "My Day in the City" approach not only helps organize a significant amount of visual content, it also allows the tin to be merchandised on shelf in two unique ways.
The reverse "night" side of each tin.
A fun line of chocolates developed for and sold by FYE music stores. Reimagining a 1oz chocolate bar as a mixed tape sparked endless inspiration for music/chocolate crossover puns. See you on the dark chocolate side of the moon.
art direction • copywriting • design • hand lettering • structural analysis & development
A selection of favorite chocolate bar packaging designs during my tenure at Astor Chocolate.
A small collection of some of my personal watercolor works.
Vests of the 80s: Watercolor exploration of 80's movies protagonists and their fashion choices. Extensive research on this subject revealed that 3 layers are never not enough layers.
Eyes x 4: My other eyes.