Every month I go on set to art direct anywhere from 10 to 30 images that will be featured on emails, banners, brand shops, homepage tiles, etc. I work closely with project management to coordinate the monthly shoots by booking photographers and stylists and coordinating the merchandise. The background colors and photography direction is influenced by the season and merchandise itself. I draw inspiration from Pinterest, magazines, and social media to create a cohesive story for the monthly images.
Kate Spade handbag Calvin Klein handbags Designer shoes photographer: Henry Chen stylist: Sara Wacksman
Dooney & Bourke mini bags photographer & stylist: Henry Chen
Dooney & Bourke totes photographer: Kipp Wettstein stylist: Johnny Machado
I create upwards of 10 emails per week at Macys.com. I'm a manager for our Digital Centercore business which includes women's handbags, shoes, lingerie, jewelry, and watches. Each email is designed specifically to highlight the merchandise within each email, while still adhering to Macy's brand standards. The customer and products are always the focus of my designs and staying on-trend throughout my layouts is very important in my day-to-day work.
For this static page, I concepted the design, went on-set to art direct all individual images, then designed the final layout.
The challenge in the Watch Trend Guide was that each brand had to live individually—due to vendor guidelines—yet remain together, to create an overall trend story. Once the concept was established, I then went on set to art direct each shot in collaboration with the photographer and stylist. I enjoyed playing with the different angles of each watch and working with the stylist to produce dynamic and engaging angles for every image. Below the static page are two examples of supporting assets for the Watch Trend Guide. We created a variety of assets at different sizes to live on our website, emails, and affiliate banners to drive the customer to this experience.
While an intern at Condé Nast Media Group, I designed the department holiday cards and their holiday children's book. I started by designing this snowflake in Illustrator. I then created layouts for several holiday cards before picking the final one you see here. The card was letterpressed and foil stamped to make the snowflake pop.
Mucca | Agency Work
During my internship at Mucca Designs, I designed these book cover mock-ups for Italian publishers Rizzoli and BUR. Most of the book covers had no restrictions while others were part of a series and therefore had previous style constraints in which I had to adhere. The text on the Rock 'N Roll cover was created by printing on an inkjet printer, crumpling the paper to give it the weathered effect, then scanned and reformatted in photoshop.
I love a good GIF! For fun and practice, I used a few illustrations created by Rifle Paper Co. and animated them to come alive. These GIFs could be repurposed as emails, home pages, banners, social media posts etc.
The Pureology packaging renovation was implemented on all International and American packaging. Each label is consistent and scaled proportionately to look cohesive while next to any other product in the Pureology line.
L’Oréal | Print Collateral
During my time at L’Oréal, I worked for multiple brands including Redken, Pureology, L’Oréal Professionnel, Shu Uemura, and Kérastase. Most of my time spent there was working on print collateral which included brochures, look books, posters, coupons, display boxes, aisle violators, various packing projects, etc. I worked closely with copy, marketing, and the production team to finalize and release all print pieces.
Each wedding invitation suite shown here was specifically designed to capture the spirit of the individual ceremonies. The first suite used a mix of hand drawn elements with digital components to create an ethereal yet refined look to capture the couples’ carefree and whimsical nature. The second suite was designed with a nod to the theme of the reception, the 1920's. For the third invitation suite, I chose simple and sophisticated typography for this black tie event. The final wedding program also combined hand drawn and digital components to capture th bohemian nautre of this particular wedding.
chateau illustration: Dale Smith flowers & banner illustration: Samantha Tancosh