● ● ● Selected Work

01 New York City

Create New York City’s first cohesive, global, consumer-facing brand and communication system.

Creative and Strategy Lead, in partnership with 2x4

NYC’s economy survived COVID-19, but it took a huge hit, especially in the tourism and hospitality sectors.

Our job was to inspire the world to return. But we were operating without a cohesive and galvanizing strategy, and under confusing, fragmented legacy visual and naming systems.

The result was a rich visual world inspired directly from the streets, sights, sounds and colors of the five boroughs, an Emmy award-winning companion campaign and a return to pre-pandemic growth (65 million visitors contributing over $55b in direct spending) two years ahead of projections.

02 Casa Gogol

Transform Casa Gogol Records from a traditional independent label into the world’s first global punk culture platform.

Co-founder, strategic lead, creative director, designer, art director, brand architect, writer, business development partner, janitor, fan

Fronted by Eugene Hütz, one of alternative and punk music’s most deeply connected figures, Casa Gogol Records brings together foundational artists from New York’s last great wave of punk, including the Yeah Yeah Yeahs, Agnostic Front, and Sonic Youth, with emerging voices such as Puzzled Panther, PONS, Grace Bergere, Mary Shelley, and That Handsome Devil. With artists whose influence extends well beyond music, Casa Gogol has the opportunity to become more than a record label.

Our vision is to unite the global punk movement, concentrating and organizing a culture to create a coherence without losing the energy, random creation and positive mayhem that makes it unique.

Our goal is to create a gravitational pull where music, art, publishing, merchandise, live experiences, and collaboration exist as one connected world. By giving fans a place to belong through membership, limited-edition releases, exclusive experiences, and creative partnerships, Casa Gogol can deepen its community while building a sustainable business around it.

03 Johnson & Johnson

Develop the company’s first centralized, global strategic design group to guide brand, packaging, innovation and product design.

Global Creative Director, reporting into the Chief Design Officer

As one of five Global Creative Directors, I helped Chris Hacker build Johnson & Johnson’s Global Strategic Design Office from the ground up, transforming design from a fragmented service into a strategic capability embedded across the business.

Together, we built and scaled a multidisciplinary global team to more than 150 people, working across North America, Europe, Asia-Pacific and Latin America. My leadership spanned creative direction, team building, culture change, design education and advocacy. I partnered across complex global portfolios to bring design upstream into brand strategy, innovation and commercial decision-making.

That approach helped transform brands including K-Y, BAND-AID, Johnson’s Baby, Listerine, Clean & Clear, RoC, Reach and Dabao in China. The work and the emerging model for design within J&J received recognition in publications including Print, I.D. Magazine, The Design Activist’s Handbook and others, helping demonstrate the value of design as a strategic force within one of the world’s largest healthcare companies.

04 New York City

Challenge the conventions of global destination marketing to create a New York City brand platform as layered, contradictory and unmistakable as the city itself.

Creative and Strategy Lead, Design Lead, Copy Lead, working with the internal team

An “un-tourism” campaign that eschewed the glossy, overly polished imagery of conventional destination marketing for something that actually felt like New York, Famous Original was desiged to capture the collisions that define the city: Hustle and Heart. Glamour and Grit. Iconic and Unexpected. Rather than simply promoting landmarks, the campaign invited travelers to experience New York on New York’s terms, to go deeper into its neighborhoods, small businesses, cultural and communities around all five boroughs.

What began in 2017 as a $15.6 million campaign across 17 countries grew into NYC & Company’s largest-ever global tourism campaign, reaching 22 international markets with approximately $20 million in media value, and winning an Emmy award, which my dad never failed to mention to his pals.

During the platform’s 2017–2019 run, annual visitation grew from 62.8 million to a record 66.6 million visitors. By 2019, tourism generated approximately $72 billion in economic impact and supported more than 400,000 jobs, demonstrating the scale of the economic engine the brand was built to serve.