About Work
A curated selection of my favorite projects from the past two decades — developing strategic foundations, shaping narratives, and buidling brands with global names, emerging startups, and leading creative agencies.
Developed the creative strategy for a scalable “birthday bottle” concept, redefining modern celebration with personalization, vibrant color, and Pharrell’s signature balance of luxury and play.
Reimagined a heritage Italian luxury brand in the B2B automotive space, evolving its identity and digital presence for a new B2C era. Film / Website
Positioned and launched a new European hospitality brand, creating a name, narrative, and identity system designed to inspire self-discovery and a unique sense of place. Website
Developed the narrative for the artist collaboration as part of the Collection Impériale launch, shaping the campaign, film, and digital experience. Film / Website
Developed the narrative for Moët’s first new cuvée in over a decade, crafting the brand foundation, identity, and campaign . Film / Website
Built a purpose-driven luxury brand from the ground up, defining its mission, name, and identity to disrupt the fashion industry. Website / NYTimes
Developed the name and identity for Hennessy’s Web3 platform.
Evolved a category-leading photography software brand with sharper positioning and a refined visual, motion, and digital content strategy. Website
Evolved the positioning and defined a new name and brand architecture for the #1 sustainable period cup brand, aligning its identity with a broader mission of conscious personal care. Website
Established a new category of diamond-infused beauty with a distinctive identity, product strategy, and brand narrative playbook. Vogue Scandanavia / Website
Defined the positioning. name, and go-to-market strategy for a breakthrough water filtration product. Website
Developed the name, identity, and brand narrative for a groundbreaking restaurant concept by Noma alum Mads Refslund, inspired by the duality of fire (il) and ice (is). Website
Expanded the brand’s fragrance portfolio with a new product and launch campaign designed to capitalize on the growing intersection of fragrance and well-being. Film
A strategy practice built for speed, offering transparent, hyper-collaborative brand sprints. Website
Created a digital-first brand positioning and identity for an editorial-led luxury shopping platform. Website
Developed brand strategy, portfolio architecture, and an identity system for the leading luxury all-inclusive Caribbean hospitality brand. Website
Defined a new category of clean beauty with a name, positioning, and identity that reinforce freshness and purity. Website
Co-founded a social media platform for sharing and discussing long-form content, blending algorithmic curation with human editorial. Film
Transformed nightlife into an interactive brand platform through culture-driven activations that pushed the boundaries of art and experience. Film
Defined the experience concept for an immersive basketball training program in Shanghai, blending real-time tech and sport innovation. Film
Created the concept, name, and identity for an innovative urban plan in partnership with BIG Architecture. Website
Concept dvelopment for a movement-driven experience at the Battersea Power Station for the London Olympics. Guests wearing Nike+ FuelBands generated energy to power a dynamic digital takeover of the landmark. Film
Part of the founding team that designed and launched an innovative digital art-buying platform. Helped shape the brand and product experience as the company raised $44 million between 2011 and 2015.Crunchbase
Reimagined the identity and communications strategy for a leading public arts institution, still in use 10+ years later. Website
Developed a global digital campaign challenging consumers to test themselves against Usain Bolt during the Beijing Olympics. Film