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15 years of travel will put a lot of miles on anyone’s suitcase: the vacations, weekend getaways, business trips and family holidays really add up. So when you’re in the business of travel, when you’re Expedia, 15 years will put, like, a million miles on a suitcase.
To celebrate Expedia’s 15th Anniversary AND introduce their Travel Rewards program, we decided to pass on to lucky fans 15 of Expedia’s well-traveled suitcases, each packed with one million rewards miles inside and a 5' x 3' vintage inspired travel poster.
Because these suitcases were “gently used” they were hidden in plain sight on Facebook Marketplace (Facebook’s version of Ebay). To the casual user, they looked like old suitcases for sale. But to Expedia Facebook fans, these suitcases were 15th Anniversary Million Point Suitcases.Art Direction, Graphic Design, Typography2012 -
San Mar, one of the world’s largest clothing manufacturers, steps out of the "white label" manufacturing world, and into mass fashion. Ready to take on clothing giants like American Apparel and Gap, San Mar re-designed it’s youth line, District Threads, revamping and expanding it’s style into some thing much more fashion forward.
From there, we set out to build a strong brand position that gives a unique space in the fashion world, while not alienating the family friendly shops and bulk corporate purchasers they rely on. We based the new brand on their heritage of providing clothes to artists and hobbiest who add their designs and touches to make the clothes their own.
Silkscreen artists, touring bands, high school clubs and geek groups would be at the core of our new brand. We re-crafted the name and built a dynamic high-energy language around the idea of an artist district: a place where all are welcome to join and create with clothes. No gritty sex appeal. No dour pouting. No referential remakes. District will be all about the new, the trying, the making, and the playing.
Welcome to the District. It’s Made for You to Make.Art Direction, Branding, Graphic Design2012 -
SEATTLE’S BEST WAS A NEGLECTED COMPANY: WITHERING SALES, GENERIC IMAGE, IRRELEVANT. THE ONLY WAY TO GET THEM OUT OF THEIR DECADE LONG SLUMP WAS A TOTAL, COMPREHENSIVE REINVENTION—NOT JUST OF THEMSELVES, BUT THEY HAD TO CHALLENGE HOW THE ENTIRE INDUSTRY, AND CULTURE, THOUGHT ABOUT COFFEE.
TOGETHER, WE SAW A HUGE GAP IN THE COFFEE INDUSTRY BETWEEN PREMIUM, COMPLEX PRODUCTS AND CHEAP, LOW-BROW PRODUCTS. ON TOP OF THAT, AMERICAN CULTURE VIEWED COFFEE AS UTILITARIAN, BROWN, SERIOUS AND MASCULINE. DEFINING THAT UPSCALE MIDDLE GROUND—THE BLENDING OF PREMIUM AND MASS APPEAL, MAKING THE SHIFT FROM MASCULINE TO FEMININE, FROM COMPLEX REGIONALISM TO FUN AND EASY-TO-UNDERSTAND EXPERIENCES—WOULD TAKE MASSIVE TRANSFORMATION OF THE CORPORATE CULTURE, BUSINESS MODEL, PRODUCTS, RETAIL PRESENCE, IMAGE SEATTLE'S BEST COFFEE.Branding, Graphic Design2012 -
Art Direction, Web Design, Curation2010 -
Identity system for medical network.Branding, Graphic Design2010 -
Umpqua BankArt Direction, Branding, Illustration2012 -
Exhibit concept and installation for Jansport Backpacks at the famed Bon/Mus/FestExhibition Design, Product Design2009 -
Branding and promotional design for Creature Seattle ( a multi-disciplinary advertising and design agency)Branding, Graphic Design, Web Design2012 -
Go hard or go home.Art Direction, Graphic Design2012 -
Art direction, graphic design and complete rebranding of the Bulgarian publication Sign CafeEditorial Design, Graphic Design, Typography2012