Couples Resorts
All-inclusive resorts had become interchangeable—tired imagery, clichéd messaging, quantity over quality. Couples was operating at 48% capacity in a sea of sameness. We saw an opportunity to reposition them as the anti-resort: high fashion, high style, aspirational. The message? Couples that play together, stay together.
I led the repositioning strategy and built the brand identity system from the ground up—art directed all resort photography, directed social media creative, oversaw video production. We didn't just refresh the brand. We made it worth talking about again. Bookings soared to 100% occupancy virtually overnight.
One of 10+ resort and hotel brands including Atlantis Bahamas, The Ocean Club, French Leave, Planet Hollywood Premiere Resort, Sanctuary South Beach.
Avenue Miami
Miami had a problem with in-town living. This was a commuting culture. Walk to dinner? Walk to work? People didn't know how to think about urban life in Brickell, and Avenue—a new high-rise development—was facing Miami's toughest real estate market.
I led the brand development and campaign strategy around a single insight: people needed a guide, not another rendering. So I created Julie Anne—a virtual in-city living concierge with a retro jetset vibe. She became the face of the campaign, gracefully holding buyers' hands through the idea of an in-town lifestyle. I co-designed all marketing materials, directed all lifestyle photography, and built an interactive Julie-based website.
Avenue sold out. 100% development sales. And we didn't just move real estate—we pioneered what would later be recognized as AI-driven brand engagement, a full decade before anyone called it that.
One of 10+ large-scale development projects including Solé on the Ocean, Jade Beach, Kubik, 55 West Wacker.
Volkswagen of North America
Volkswagen had a problem: every model appealed to a completely different buyer, yet everything had to feel unmistakably VW. The Beetle buyer wasn't the Touareg buyer. The GTI buyer wasn't the Passat buyer. Most automotive brands solve this with template thinking—same layout, different car. We went the opposite direction.
I led a 2-year strategic rebrand across 60+ executions spanning print, digital, experiential, and dealer environments. We developed distinct personas for each model while maintaining brand continuity through typographic systems, photography art direction, and environmental design. I personally concepted and designed the campaign executions, co-art directed all automotive photography, and designed the dealer template systems that became the brand standard.
The work didn't just look different. It sold different buyers without fragmenting the brand.
Amex OPEN
American Express needed to recruit small businesses to its OPEN platform—a membership product designed for entrepreneurs and small business owners. The challenge wasn't creative. It was execution. This required full-funnel thinking across ad campaigns, direct mail, websites, email, collateral, stationery, and brand guidelines.
I led the integrated campaign development, ensuring every touchpoint told a cohesive story while serving a distinct function in the customer journey. The work wasn't flashy. It was strategic, systematic, and designed to convert at every stage.
The campaign demonstrated what enterprise-level creative leadership looks like: managing complexity without compromising clarity, and delivering consistency across a sprawling system of materials.
The Franklin Hotel
The Franklin needed to raise its voice as part of Hilton's Curio Collection. Great location, educated audience, but no brand message compelling enough to pull visitors away from other boutique options in Chapel Hill.
As Creative Director, I led the advertising strategy that reimagined the brand in the attitude of its namesake—Ben Franklin. We infused every element with world-traveled sophistication and charm: web, uniforms, visitor guides, even how staff should act and be. This was a team effort, and the work spoke for itself.
The Franklin won Hilton's Connie Award—#1 out of 2,500 properties nationwide—and a Gold International Readers Choice Award from HOW Magazine. Bookings hit all-time highs.
The Legging Bureau
The women's activewear market was drowning in sameness. Solid colors. Plain patterns. The same seam-based "lifting architecture" that didn't actually work and cost hundreds of extra dollars. Women were tired of it, but no one was giving them an alternative.
I developed the brand strategy and positioning around a proprietary design system I created: Active Visual Contouring (AVC). The concept was simple—strategic placement of art, text, and shadow-sculpting creates the same visual effect as expensive seams, but with more style and no discomfort. I personally designed the identity system, created all digital assets, and art directed the campaign photography.
The work targeted women who understood that smart design beats gimmicks. We weren't just selling leggings. We were offering permission to stop overthinking your activewear.
POD Design / Burn Ghost
Burn Ghost is a play-to-win Web3 casual gaming platform where users compete in games of skill to win NFTs and digital collectibles. The challenge: make NFTs, crypto, and blockchain accessible to anyone—not just the crypto-native crowd.
As Creative Director, I led the brand development, corporate identity, investor strategy materials, and social advertising campaigns. This wasn't just about making it look cool. It was about building a brand that felt instantly familiar and approachable while operating in an emerging, often intimidating space. I worked closely with the CEO to establish the voice, visual language, and go-to-market positioning.
The platform partnered with industry leaders like Dapper Labs and ImmutableX, and we built a community around the idea that anybody can be a player. Burn Ghost launched in 2023 with a brand that made Web3 feel like a game worth playing.
Full scope: Brand development, corporate guidelines, investor kits, campaign strategy, social advertising, platform launch.
Pantera Boats
More than 30 years ago, in an industrial neighborhood far up the Miami River, Pantera was born to outperform drug-runner favorites like Apache and Scarab. But as go-fast boats declined, a new breed of center console boats emerged as the market's eye candy. Pantera came late to the game—but we came with an attitude the market had lost.
I led the brand repositioning to introduce Pantera's center console line, built on the original skim-across-the-water hull design but refined for today's buyers. The creative work reflected the brand's legacy while speaking to a modern audience that values both heritage and raw performance. We brought a winner-take-all energy back to a market that had grown too polite.
Pantera. Untouchable.
One of several marine brands including Grady White, Wellcraft Marine, Marquis Yachts, Carver Yachts.
Boca Raton Resort & Club
The Boca Raton Resort & Club attracts a who's who of the monied and cultured—a one-of-a-kind destination for those who expect excellence. When the resort expanded its 80,000-square-foot meeting and convention facility to Boca standards, the launch needed to match that ambition.
The challenge was striking the right tone: mixing successful business with ocean elegance, corporate gravitas with resort indulgence. I led the creative strategy and art directed the centerpiece—an oversized leather-bound keepsake book depicting experiences worthy of the Boca Raton name and their guests.
This wasn't party energy or aspirational romance. This was business hospitality at its most refined—a positioning that appealed to decision-makers who expect their venues to reflect their own standards of excellence.
One of 10+ resort and hotel brands including Couples Resorts, Atlantis Bahamas, The Ocean Club, French Leave, The Franklin Hotel.
REX3
Rex3 (now Mittera) faced a critical inflection point. Fanatics had acquired Topps—a cornerstone account—and the leadership team needed to demonstrate elevated creative capability or risk losing the partnership entirely. This wasn't a creative problem. It was an existential business problem.
They brought me in to build the creative division from scratch. I assembled the team and immediately directed a brand campaign called She*—a meditation on why brands matter, especially during COVID's downturn. We brought together illustrators, sculptors, painters, 3D animators, photographers—each interpreting one line of a poem I'd written, with no idea what the others were creating.
The campaign delivered immediate impact. It signaled to Fanatics—and the market—that Rex could compete at a different level. Fanatics not only retained the relationship but expanded it significantly.
