ALDI PLAY Packaging Design
I played a key role in bringing the ALDI Play collection to life by helping to establish the comprehensive packaging style guide and visual direction. My work focused on translating the brand into a vibrant, kid-friendly aesthetic, ensuring a cohesive look across the product line—including the designs for the Grocery Set and Wooden Food Market, and all ALDI PLAY products to follow. The goal was to effectively engage both parents and children.
Role: Art Direction & Creative Lead | Designers: April, Irina, Sarah
Iron & Oak Brand Creation
To capture the essence of Iron & Oak, we strip away the noise and return to the roots of the game. This brand was born from a simple, elegant friction: the raw, industrial precision of a pure strike—the Iron—and the soulful, aged complexity of a world-class vintage—the Oak. It is built on the belief that a pure strike and a rare vintage are cut from the same cloth: they both require time, precision, and the right atmosphere to breathe.
Role: Creative Director & Designer
Sears Back-to-School Campaign
In a competition with three outside ad agencies, my team was tasked with providing full mood boards, lock-up development, and campaign strategy for the 2015 Sear Back-to-School campaign. This lead into a fully developed style guide that set the tone for the entire campaign. As the lead designer, I provided initial concepts, final lockups, set design and a brand style guide that was translated across the entire customer experience.
Role: Associate Creative Director | Creative Director: Cory S.
Seasonal Branding
Seasonal style guides included exploration of lock-ups, color palettes, patterns, photography and brand execution.
As a team, we determine brand strategy and gathered inspiration for compelling and effective design, ultimately setting the tone for each campaign.
Role: Associate Creative Director | Creative Director: Oscar D.
Internal Rebrand
As part of an internal agency, our goal was to drive all creative back within the company’s umbrella. Thus, reinforcing cohesive campaigns across multiple channels and eliminated the high cost and inconsistency collected from multiple outside agencies. This meant we needed a name, a face and ultimately a voice that would express who we are.
Role: Lead Designer | Creative Director: Oscar D.
