Art Direction from studio and location family footwear photoshoot. Managed pre-production strategy and on-set creative direction for studio and location shoots. Imagery was used for in-store signage as well as advertising initiatives.
Executed the visual strategy by art directing a location photoshoot for a Marshalls home goods promotional event. Concepted and executed a cross-channel campaign encompassing large-format in-store signage and a direct mail initiative.
Following exceptional performance and consumer engagement, the direct mail piece was adapted into a bilingual (English and Spanish) press kit for national editorial outreach.
CHADWICKS
BRAND STRATEGY & DEVELOPMENT, LOGO DESIGN
concept | branding | print | digital | art direction | collateral
Challenge & Opportunity
Chadwick’s, a legacy catalog brand known for classic casual and career womenswear, sought to reposition itself to appeal to a younger, 30+ yr old demographic while retaining its core 50+ yr old customer base. The strategic challenge was to execute a comprehensive brand evolution with a modernized logo redesign that signaled a fresh, sophisticated, and updated classic look across all apparel, print, and digital touchpoints.
Strategic & Creative Leadership
Redesigned the primary Chadwick’s logo to reflect an updated, sophisticated aesthetic, which included a strategic orthographic shift (removing the apostrophe to create a modern, streamlined visual mark – which eventually came back).
Partnered directly with a lead copywriter to overhaul the brand’s verbal and visual tone across all customer-facing channels, ensuring seamless integration between design and messaging.
Rolled out the refreshed visual identity across high-density catalog covers, editorial spreads, e-commerce assets, and promotional collateral.
Business Impact & Strategic Value
Positioned the brand to successfully attract a younger female shopper without alienating the established customer base.
Re-energized the entire brand presence, establishing a contemporary, cohesive visual language across both print and digital touchpoints.
My role: Concept, Art Director, Design, Production
Team collaborators: Creative Director, Copywriter, Merchandise team
Peer Landscape & Initial Ideas
Background research on brands that have the same values. These brands also represent the Chadwick’s customer we wanted to attract.
Before & After – Final Logo
Catalog Covers
I art-directed the photoshoots and designed the promotional type treatments to accompany the rollout of the new logo.
Email & Website Header
Branded Elements
I designed the apparel labels and gift boxes, concepted & executed marketing campaigns with a Copywriter.
Directed multi-week location and studio photoshoots that captured elevated apparel lifestyle imagery while maintaining strict budgets, aggressive production schedules, and multi-channel asset requirements. Responsible for operational and creative direction for 12+ day production runs for multi-location and studio shoots while managing comprehensive campaign budgets. Led overall talent and crew, casting photographers, wardrobe stylists, hair/makeup artists, producer, and model talent to execute brand-aligned creative concepts. Delivered polished visuals that elevated Chadwick’s apparel presentation, driving consumer engagement and purchase consideration across print and digital touchpoints.
PYTHIA ANALYTICS, LLC.
BRAND DEVELOPMENT & IMPLEMENTATION
concept | branding | art direction | digital | print | collateral
Challenge & Opportunity
As a direct-to-consumer data intelligence startup targeting small-to-medium catalog and e-commerce brands, Pythia Analytics needed complete brand creation and creative direction. The strategic challenge was to position Pythia’s suite of services; database marketing, data modeling, merge services, and an interactive customer portal, as an accessible, high-value alternative to legacy enterprise data providers.
Strategic & Creative Leadership
Sole creative lead, concepting and designing visual execution, vendor management, and production for all physical and digital brand touchpoints. The brand identity and design established visual authority in the fintech and data intelligence space. Translated Pythia’s complex technical capabilities into a streamlined framework tailored to mid-market catalog and direct-to-consumer decision-makers. Collaborated on the interface design for their core differentiator: an interactive customer portal that enabled clients to manage campaigns, submit data, and generate real-time analytics reports.
Business Impact & Strategic Value
Delivered a end-to-end brand identity and digital platform interface that allowed Pythia to launch into an underserved mid-market niche with immediate credibility. Built a complete, scalable creative framework that supported vendor partnerships, direct sales enablement, and platform user adoption.
My role: Strategy, Concept, Art Direction, Design, Production, Vendor Management
Collaborator: Principal/CEO
Concepting & Initial Logo Presentation
Initially, the company name held personal significance only to the Principal rather than serving as a key brand differentiator. To stand out against established competitors like Clario, Tricision, Web Decisions, Datamann, and InfoGroup, the core identity needed to bridge the historical origin of the name, referencing the priestess of the Oracle at Delphi, with Pythia’s modern data intelligence capabilities.
Initiated the creative process with raw pencil-and-paper exploration, grounding the visual identity in historical research to turn a unique name into a compelling selling feature. Strategic discovery established three core brand pillars, Connectivity, Growth, and Intelligence, tying the vision of the ancient oracle directly to Pythia’s data modeling capabilities.
Transformed an obscure company name into an authoritative market identity that visually and narrative-wise outpositioned mid-market competitors.
Final Logo with Color Options
Website
The website functioned as a marketing tool to use during initial conversations with potential clients. There was also Client Portal Login which would bring a client to a password protected server. I intentionally kept the photography black and white. It relates back to a digital connection, the rawness of data and spreadsheets. It also supports the importance of the copy, doesn’t distract from it.
Branded Elements: business cards, letterhead, excel spreadsheets, invoices
The Principal/CEO loved the choice of having two different colored business cards. The green logo was used mostly on the Client Server. They were printed on 32 pt stock, so it would really pop out from the competition. Other elements included letterhead, invoices, and excel spreadsheets.
Challenge & Opportunity
A high-end women’s apparel boutique locating in historical downtown Concord, MA, needed a visual identity to establish its physical and retail presence. Partnering directly with an Interior Designer, the objective was to craft a distinctive brand system that harmonized the store’s physical space in the historical surroundings, delivering an elevated experience.
Strategic & Creative Leadership
Designed a hand-crafted logo that captured the boutique’s sophisticated aesthetic while honoring the architectural and historical character of downtown Concord.
Partnered with the project’s lead Interior Designer to ensure the visual identity, material selection, and color palette complemented the store’s interior layout, physical decor, and met town signage laws.
Designed and executed a comprehensive print and physical asset suite: including luxury garment hangtags, custom packaging, branded stationery, and exterior storefront signage.