We defined a new and distinguished visual language for Best Buy.

The entire brand refresh was specifically designed to highlight the culture, expertise and dedication of our employees.

For the first time in almost three decades, our logo got a modern update.

We updated our colors, photography and conversational language.

We photographed a collection of Blue Shirts and customers in a rich black and white style, the only color being the bright blue of our signature shirts.

Product was shot to feel active and heroic on bold, blue backgrounds.

TV commercials and digital videos directed by Errol Morris, followed suit.

The tradition of giving gifts to newlyweds is more than 5,000 years old. The good news for retailers is that it doesn't seem to be disappearing anytime soon - however, what couples prefer to receive as a wedding gift has shifted dramatically.

Traditional gifts of china and serveware are being replaced by more practical gifts the couple can use everyday. And yet registering for tech can be seen as frivolous or even greedy.

Working with a cross functional team, we developed and launched Best Buy's first official registry capability.

This included new in-store and online customer experience, tools, guides and checklists, direct mail and email campaigns, and a stream of social content.

We wanted to find a way to give Best Buy’s employees - known as Blue Shirts - the opportunity to share their real opinions, use their own words and keep the trust they’ve earned with customers to give unbiased information - all while staying within the bounds of vendor expectations.

With that in mind, we’ve created an idea that centers around a real space for real people to talk about the tech we sell.

Real employees review product and deliver key product features in their own voice and authentic style.

As tech spreads from your desktop to your home and the rest of your life, so does the need for tech help.

Highlighting our expert Geek Squad agents and their Total Tech Support offering, we created a library of polished, beautiful imagery to match our overall brand direction at Best Buy.

Giving a gift for Mother's Day, Father's Day, a graduation or a birthday can be frustrating.

Each occasion has its own rules, traditions, clichés and pitfalls. What you can give. What you shouldn’t give.

Most of us end up searching for a card to scribble in at the last possible moment. Is it surprising then, that the reactions we get to those gifts are less than amazing?

For this campaign, we focused on the pure pleasure of experiencing a tech lover’s reaction to the perfect tech gift.

To promote Best Buy’s gift card sales during the Father’s Day and Graduation time periods, we developed a series of animated videos. Their playful style and brand specific color palette set a fresh and specific tone for how we speak to and promote gift cards.

The videos were created for Best Buy's in-store video screens and were also used in the social channels.

We partnered with photographer, Todd Selby and his team to create a lively, energetic library of brand photography to support Best Buy’s Wedding Registry campaign.

This was a fun way to bring clarity to a complex idea for more consumers - buying an unlocked phone.

In the highly competitive world of consumer electronics, the majority of messages from retailers is focused on price - and for good reason. When consumers know what they want, they don't want to pay more than they have to.

We we engage tech fans earlier in the purchase journey - before they've decided what they want and provide a little visual inspiration.

We developed a visual voice that simply celebrates what tech fans care about most - the tech itself. Using a simplistic, utilitarian style, tell a quick visual story of what the product does.

An early exploration into capturing vendor income with short, animated videos.

We developed a simple, graphic style that could be executed with limited budget and aggressive timelines.

I’m proud of this creative work, but the story with this campaign is all about production.

This was a truly integrated production that delivered a campaign across all marketing media channels.

From the outset, we considers all end requirements and possible deliverables, this allowed us to take advantage of massive efficiencies in how we shot and post-produced content.

It forced real collaboration and it made the work more consistent. It saved time and money in an industry of ever-tightening budgets.

Plus, it was just a fast-paced, good time.

Your home should be your haven, the place where you can be you.

The job of helping you create a home you love, isn’t the worst job in the world.

For Target Home, we developed and launched product lines, like Threshold.

We filled our social channels with expertise and inspiration, designer tips, and more inspiration.

Oh Canada.
Target launched its first international growth expansion in 2013.

Our mass media marketing moment debuted with a TV spot on the Oscars and was supported with local events, social marketing and traditional print, out of home to express our gratitude and promise to be a good neighbour.

But that’s just a tiny piece of the work.
We learned French and created unique versions of every thing we did for the Quebec market.

We stood up both a new pharmacy model AND a new credit program in a new country, with entirely different rules and regulations.

We built a website for a unique, Canadian experience.

We launched partnerships with brands exclusive to Canada - like Roots.

It was a lot and it required endless partners to pull it off - but it was a blast. Eh.

Give men and women a reason to trust Target over the drugstore competition when it comes to shopping for makeup, hair and skincare.

Become a trusted friend with tips, tricks and trends that help women look and feel great without breaking the bank or spending hours in front of the mirror.

While the Target brand enjoys extremely high brand recognition, it struggles to capture the attention of media-fickle and hyper digital college students.

We built a cohesive, digitally focused campaign starring 5 of the internet's top YouTube talent, in the world's first fully shoppable, live-streamed, socially fueled, digital dorm.

http://www.fastcocreate.com/1683405/rahat-dodger-meekakitty-and-other-youtube-personalities-get-a-taste-of-dorm-living-at-bullse

To convince style-savvy shoppers to explore the launch of Nate Berkus at Target, the idea was simple: Give them access to Nate.

We created social media videos that let Nate’s natural charisma shine, inspiring customers to craft interiors that reflect their unique personalities instead of chasing a temporary trend.

Social media, events, print, in-store, packaging and online shops launched Nate’s inspired interiors exclusively at Target.

In 2002 Marshall Field’s created a council of thirteen up-and-coming chefs to lend culinary tips to aspiring gourmands. Fast forward to 2011 and those original members had become the most respected chefs, restaurateurs and taste-makers in the world of food. The problem? There was little awareness amongst consumers of the Macy’s Culinary Council.

To prove the Macy’s Culinary Council was not just another empty celebrity chef endorsement, we launched a series of personal appearances and in-store cooking classes. We collected their favorite recipes and made a cook book. We featured recipes from that book as menu items in 15 flagship restaurants at Macy’s around the country. We designed a food truck where customers could sample foods from each chef.

The effort was supported by a year-round print and digital campaign that told the personal stories of each chef, the food they love to cook.

We developed and launched, “I Do” - an entirely new registry campaign for Macy’s.

The work focused on a commitment to service and exclusive “Sip and Scan” events, where couples have the opportunity to talk to product experts in a unique, after hours experience - all while sipping champagne.

We also focused on improved registry technology, enabling couples to much more easily create and manage a registry from their smartphone.

All of this effort was wrapped in beautiful, well thought-out creative that was reflective of the type of personal touch, taste and service that only Macy’s could offer.

Macy’s partnered with the domestic diva to create a collection of exclusive product. We needed a full-fledged launch campaign designed to spread the news - plus set the tone for a creative partnership between the two mega-brands that could support the business over the long haul.

The collection was authentically inspired by objects Martha's favorite items from within her home. In partnership with Martha Stewart Living Omnimedia, we captured that story in a launch campaign and continue the narrative each season with robust advertising.

We re-imagined the entire experience of Macy’s annual charity fashion event, year over year.

The themes, the entertainment, hundreds of pieces of marketing, all the way down to the signature cocktail.

So, that was pretty fun. Glad I had the chance.

To honor old traditions and to help create new ones, we crafted a collection of posters celebrating local holiday events - from the Kaufmann’s holiday parade in Pittsburgh, to Philadelphia’s annual re-telling of “A Christmas Carol”, to the beloved downtown Minneapolis holiday display in former Dayton’s.

The result was a new holiday creative language that was uniquely local but told a larger story.

Design and brand identity work for a global fashion company with local leadership.

The Thanksgiving Parade and Flower Show.
Macy’s flagship events, now in their 87th and 68th year, are cornerstones in the Magic of Macy’s strategy and inseparable from the Macy’s brand identity.

Don’t mess with tradition. Create gorgeous and whimsical artwork that activates imaginations - young and old.

Catalogs, I’ve literally created thousands of them. From mens, women’s and kids’ apparel to furniture, and home decor.

I still really love them. Planning, producing and editing them exposes you to so many talented people.

These are just a few of my favorites.