Wherever I go, I move the business forward by creating cultures. I’ve done it at established brands like Apple and Nordstrom, at startups like Humanoid and for brands I worked with through my own agency, Project Inc. I help bring the outside world in, nurture collaboration, inspire curiosity, and empower teams to take risks and be creatively courageous.

Here are some of my favorite projects…

APPLE WATCH GLOBAL LAUNCH

I was brought into Apple to help launch an entirely new category—the Apple Watch. Apple Watch needed to build desirability beyond its existing fanbase, because this new product was not just a device that sat in your pocket, it was worn on your body and became part of your personal style. By partnering with the world’s most exclusive and influential fashion boutiques, we were able to bring the Apple Watch story to life in ways that were unique and compelling for each partner, establishing Watch as the highly desirable personal device that anyone would be proud to wear.

APPLE GLOBAL CHANNEL EXPANSION

Outside of Apple Retail and the specialty fashion boutiques where we launched Watch, Apple had a massive fleet of 6,000+ channel retail partners globally that needed to be readied for Apple Watch’s global expansion. Working with my team of architects, merchandisers, and producers, we designed new customer journeys and opened new doors to meet the growing global demand for Watch.

APPLE GLOBAL CHANNEL REDESIGN

While working on Apple Watch’s global launch and expansion, it became clear that the rest of Apple’s Channel footprint didn’t always live up to the standards of the Apple brand, and the aging, disparate fleet was not able to adapt to new product and category introductions quickly and efficiently enough to achieve scale. We had incredible talent internally at Apple, but this was one case where we felt we needed a fresh eye to help us solve these problems. The brief was to envision Apple Channel experiences that were modular, scalable, adaptable, but also steeped in Apple’s brand DNA. I brought in Nendo (Japan) to help us explore these ideas, which invigorated and inspired our internal creative teams to break some norms and expand our design vocabulary to be more bold and experimental.

NORDSTROM CREATIVE EVOLUTION

I was brought into Nordstrom with a very specific mission: reinvigorate the brand to appeal to a broader base, including younger customers, without alienating their core customer. I led the creative teams in establishing a fresher, more relevant aesthetic and message, working closely with the Nordstrom family and C-Suite to reestablish the brand’s mission, vision, and design principles to provide a future-proof playbook for this beloved brand.

HUMANOID BRAND CREATION

I co-founded Humanoid with another Apple alum with the mission to make self-expression accessible for all humans. By rejecting conformist beauty standards and even the term “makeup” in favor of “skinwear,” Humanoid’s identity and brand expression embrace the weirdness and ambiguity we find beautiful.

HUMANOID PRODUCT DEVELOPMENT

Just don’t call this makeup. Humanoid’s products are skinwear—designed to make use of the whole body as the canvas. Our clean, multi-purpose, multi-gender products, hack tools, and biodegradable stencils live in minimal packaging that make the formulations the hero.

NIKE, L'OREAL, LVMH, 5S/SHISEIDO, AND MORE...

Leading my own boutique, multi-discplinary creative agency gave me the privilege of working with some of the world’s best brands. Our studio was known for bold creative work across brand identity, experiential design, product development, packaging and, of course, advertising.