Pine and Poppy Brand

Pine & Poppy is a boutique floral studio built on the poetic tension between the enduring and the ephemeral. Designed with a high-contrast palette of Deep Merlot and Bone White, the identity mirrors the studio’s “Artfully Arranged” ethos—where edery stem is an architectural choice.

By pairing the structural weight of Bebas Neue with fluid, hand-crafted script, I developed a brand system that transforms floral design into a curated ritual. The project spanned full identity design and digital strategy, including a 7-color systemic palette and a social framework designed to “make the magic last.” The result is a cohesive brand voice that honors the fleeting beauty of a bloom while maintaining a permanent, high-end studio presence.

The Saltwater Pantry

The Saltwater Pantry is a polished-casual dining concept built on the poetic tension between the rugged Atlantic coastand the refined comfort of a shared table. Designed with a high-contrast palette of Deep Teal, Misty Sage, and Sunset Orange, the identity mirrors the restaurant’s “Refined Craft” ethos—where every ingredient is a tribute to the tide.

By pairing the structural, condensed weight of modern sans-serifs with a fluid, hand-signed “Saltwater” script, I developed a brand system that transforms coastal dining into a curated ritual. The project spanned full identity design, menu engineering, and digital strategy, including a 7-color systemic palette and a “Golden Hour” social framework designed to “bring the harbor home.”

The result is a cohesive brand voice that honors the raw, salt-dusted beauty of the harbor while maintaining a permanent, high-end boutique presence.

Solomon’s Porch

Solomon’s Porch is a boutique retreat concept built on the poetic tension between the rugged North Shore wildernessand the restorative warmth of a grandmother’s hug. Designed with a high-contrast palette of Deep Teal, Pine Green, and Sunset Orange, the identity mirrors the brand’s “Sanctuary Craft” ethos—where every stay is an intentional ritual of rest.

By pairing the structural, condensed weight of modern architectural sans-serifs with a fluid, hand-signed “Porch” script, I developed a brand system that transforms a woodland getaway into a curated spiritual respite. The project spanned full identity design, site strategy, and a 6-cabin systemic framework designed to “bring the morning sunlight home.”

The result is a cohesive brand voice that honors the raw, pine-scented beauty of the woods while maintaining a permanent, high-end boutique presence—a soft place to land that feels as secure as a sheltered heart and as welcoming as a sun-drenched porch.

The Dance Edit: Issue 01

 A high-energy editorial debut exploring the tension between urban grit and fluid movement. Utilizing a vibrant “Sunset Orange” palette, the layout mirrors the percussive nature of street dance within a clean, modern structure. Spanning full conceptualization to strategic advertising, the result is a motion-heavy brand voice that honors its South Bronx roots while positioning the publication as an authority on global street culture.

The Dance Edit: Issue 02

 A high-energy editorial debut built on the tension between urban grit and fluid movement. Utilizing a vibrant “Sunset Orange” palette, the layout mirrors the percussive nature of street dance within a clean, modern structure. Spanning full conceptualization to strategic advertising, the result is a motion-heavy brand voice that honors its South Bronx roots while positioning the publication as an authority on global street culture.

Bigelow Package Redesign

A packaging redesign exploring the tension between ornate tradition and modern clarity. Utilizing a sophisticated “Parchment & Sage” palette, the visual language honors Bigelow’s legacy while streamlining the aesthetic for a contemporary shelf presence.

Spanning conceptualization to strategic label application, the result is a craft-heavy brand voice that pairs intricate flourishes with a bold, industrial logotype. This redesign establishes a “Permanent Presence” that appeals to both the heritage-driven connoisseur and the modern consumer.

Rolex Ad Campaign

Rolex: The Unbroken Line is an editorial campaign exploring the intersection of heritage and high-performance. Utilizing a visual language of deep shadows and metallic highlights, the identity emphasizes the “tactile weight” of the brand’s legacy. The result is a sophisticated narrative that honors Rolex’s mechanical precision while speaking to a modern era of understated, permanent luxury.

This collection comprises three distinct executions across poster, magazine, and billboard formats, demonstrating the brand’s versatility across diverse media scales. The campaign centers on the conceptual parallel of Time = Money, utilizing a sophisticated financial narrative to urge the audience to “spend” their time with the same intention as their capital. Through headlines like “Let Your Time Accrue Interest” and “Invest Your Time Well,” the work reinforces the Rolex Submariner not merely as a luxury accessory, but as a high-stakes investment in one’s own legacy.

Barnes & Noble Ad Campaign

A multi-platform ad campaign exploring the tension between daily reality and literary immersion. Utilizing a sophisticated “Forest & Parchment” palette, the visual language bridges the gap between the tactile weight of a physical book and the expansive worlds found within its pages.

Spanning three distinct executions across poster, billboard, and web formats, the campaign utilizes a “puzzle-piece” masking technique to reveal vibrant, storied landscapes breaking through the monotonous urban grid. The result is a strategy-heavy brand voice that urges the audience to “spend” their time within a better story, positioning Barnes & Noble as the premier gateway to global literature and personal legacy.

Dr. Teal Billboard Ads

A multi-format advertising suite exploring the tension between clinical efficacy and sensory sanctuary. Utilizing a systemic, scent-driven palette—from “Vitality Orange” to “Deep Lavender”—the layout mirrors the rhythmic calm of a wellness ritual within a bold, architectural structure.

Spanning full campaign conceptualization to large-scale urban out-of-home (OOH) placements, the result is a copy-heavy brand voice that honors the product’s therapeutic roots while positioning Dr Teal’s as a premier authority on the modern ritual of respite.