Life is Good's first ever TV spot! The single biggest content piece in the brand's 30-year history. This was a team effort from ideation through post-production. I served as the Art Director and collaborated with the Sr. Copywriter to develop conceptual storyboards. We partnered with an amazing production team at BUCK who helped us bring the magic to life on screen. The project warranted a $2 million production and distribution buy.
Art Director
Coming Fall 2023. Life is Good is opening a new Coffee House! Located on the ground floor of our corporate HQ in Boston, MA. This will be a new business opportunity for the brand and a new way for us to interact with the community.
The rectangular logo is the one that has been chosen to be the primary mark. Below you will see some other iterations from the process. More to come!
Graphic Design
These jerseys are the first NHL uniforms to feature repurposed and upcycled materials and were created in partnership with Parley for the Oceans. The jerseys are made of Parley Oceans Plastic, which was developed using upcycled marine plastic debris.
The black and white jerseys feature each team’s crest, making it the first time team logos are used for NHL All-Star jerseys, which have previously featured the NHL shield and conference logo.
Art Direction, Product Design
The EasterBowl is the blockbuster showcase of American Junior Tennis since its 1968 debut in New York City.
Almost every American tennis great has played in the EasterBowl in what the press call, “The superbowl of junior tennis.”
The identity for the Easterbowl is rooted in the energy of youth. The symbol is one that is unmistakeable to anyone who has played tennis. It is the stamp of the game, achievable only when great force is applied.
As the new title sponsor of the Easterbowl Junior Tournament, we are providing a logo lockup to be used on the website, print brochures, and other promotional items.
Brand Identity
Concept Design for a Life is Good Ice Cream Partnership.
Graphic Design, Package Design
I spent much of 2021 researching social trends from brands across the industry. I then pitched a new social strategy for Life is Good with the goal to reintroduce ourselves as a brand on social media.
I was given the green light to take the lead in implementing this new strategy. In doing so, I lead a small team of creatives in building content native to the various social platforms while staying true to our brand’s mission which is to spread the power of optimism.
In 2023, the Director of Social Media left the company and I was responsible for everything from content planning, creation and scheduling.
Social Wins:
_Launched the brand’s TikTok channel.
_Created numerous content series’ both video and static.
_Hosted an IG Live Event.
_Surpassed our organic reach goal under my leadership without a director.
Art Direction, Graphic Design, Design Strategy
Thoughts of an Optimist was Life is Good’s 2022 Summer Brand Campaign. The goal of the campaign was to bring a light-hearted, whimsical tone to an out-of-home experience by showing a new audience some brand personality.
We partnered with Tall Ship – a 245' vessel turned floating oyster bar in East Boston. We took over the lawn gaming area with custom wrapped corn hole corrals and other branded accents to make the space feel welcoming for some friendly competition among friends.
Art Direction, Graphic Design
Adidas Hockey in partnership with the NHL, created a league-wide, never-been-done-before uniform program that brings a collective story to a national audience. A beacon and true example of collaboration and partnership, each franchise will have a uniform kit that breaks the mold of what is current, while anchoring on the pages of sport history.
Just think: your team’s retros, your team’s colors, but remixed. Remixed in a way that has never touched the ice. Remixed in a way that makes you stop and think, “wait… they never wore that?”
This uniform campaign plays on the joyful beauty of nostalgia. Offering a lot of those old school 90s classics that we all low key want back.
Each jersey was inspired by one worn by the team during a season with some historical significance; the entire design process took about two years. Teams will wear the jerseys multiple times during the 2021 season, including designated rivalry games.
Apparel Design, Creative Direction
A lot of entrepreneurs come to me asking for a quick logo, or a business card design. I always aim to provide professional service no matter my client’s budget. If a full brand identity is not on the table, I like to push for a thoughtful logo creation.
These are some of those projects.
Graphic Design, Brand Identity, Logo Design
Forgefiber uses TPU fiber and heat to create targeted zones of lockout and stretch. The process is a way to integrate and tailor athlete performance needs into our products using simple geometries while still allowing breathability and comfort.
Uniquely randomized for strength.
Fine tuning isn’t always neat. More randomized stitch patterns can be engineered for increased athlete needs for functional size grading. This functional need, combined with the element of heat, creates a strong graphic language that instinctively communicates crafted performance.
Brand Identity
