Find Your Brand Voice
A brand always tells a story…
Making that story come to life is where I come in.
RECESS STUDIOS
ART DIRECTION + CREATIVE STRATEGY
Nike’s Field General Sneaker campaign isn’t just about shoes—it’s about cities, stories, and swagger. Think of it as a love letter to Chicago, Houston, and Atlanta, written in bold colors, nostalgic beats, and local pride. From deep blues inspired by Lake Michigan to peach hues shouting out ATL’s Southern charm, each city gets its moment in the spotlight with visuals and activations that feel like home—but cooler.
This isn’t your average sneaker drop; it’s a full-blown cultural takeover. We’re talking about art installations from Nina Chanel Abney in Chicago, local foodie collabs in Houston, and Underground Atlanta hosting a music and art party that screams "Hotlanta." Add in some TikTok-worthy cameos by city icons like Don C and André 3000, and you’ve got a campaign that hits harder than nostalgia during a Spotify throwback playlist binge.
The kicker? It’s all tied up with Nike’s signature blend of heritage and innovation. This campaign merges the past, present, and future of streetwear, sports, and culture into something that feels authentic yet fresh. It’s not just about selling sneakers—it’s about creating a movement, one Field General at a time.
Bedfully
BRAND IDENTITY + BRAND DECK
Bedfully is a curated sleep-wellness marketplace designed to bring together science and style, rest and design. Tasked with modernizing their identity while staying true to their mission, I created a full-scale brand deck that served as both a strategic foundation and creative blueprint.
The deck was thoughtfully structured to guide internal teams and collaborators through every layer of the brand—from "About Us" and "Our Team" to deeper strategic sections like our Brand Promise, 5 C’s, Target Audience, and Metrics of Success. I also included a detailed Creative Breakdown, where I translated Bedfully’s values into actionable design and voice principles that feel joyous, playful, and educational, while still grounded in expertise.
My approach blended narrative thinking and strategic clarity to create a brand world that feels sensorial, elevated, and human—perfectly aligned with Bedfully’s promise to make better sleep both aspirational and accessible. From tone of voice to audience connection, every element was crafted to support a cohesive upcoming re launch across 140+ brands and 550+ sleep products.
LoneHouse
ART DIRECTION + CREATIVE DIRECTION
An emerging vintage resale website, Lone House LLC is dedicated to rediscovering designer clothing and special items with a reverence for their history.
The Founder’s vision that “clothing isn’t just about fashion, it’s a journey through history” inspired a reimagining of Lone House’s digital content and brand identity.
From that belief, a campaign theme was born:
Craft Your Story, One Piece at a Time
Over the past two months, the Lone House team poured their hearts into Drop #3, the latest collection of thoughtfully curated vintage pieces for the modern collector. Influenced by trends like Western wear culture, office siren-core, and the vintage revival enthusiast, this drop is a tribute to every kind of vintage lover.
