Stitch Fix rebrand
2019-2020
My role:
Designer, Art Director
The project:
Stitch Fix brought me on as to work alongside their Creative Director to execute a full rebrand of the company, covering every aspect of the brand’s identity from its name and logo to packaging and digital presence.
Credits:
Creative Director: Aaron Brown
Designer: Madi Krause
Brand Consultant: Marc Shillum
Illustrator: Mark DeLorenzo
Client:
Website:
My role:
Art Director | Designer
What I did:
Directed and executed a complete re-brand of a modern content-licensing technology company from the ground up, from their website to brand guidelines and marketing.
Credits:
Marketing Manager:
Gianna Fornesi
Client:
San Francisco Bay Coffee
My role:
Senior Designer | Art Director
The project
A staggering 40% of coffee drinkers use a single-cup brewing system. As coffee’s one of the most consumed products in the world, this leads to mountains of waste, with statistics that would leave your jaw on the floor.
San Francisco Bay Coffee’s fighting back with plant-based pods you can compost, and needed help getting the word out. We teamed up with talented illustrators Remus & Kiki to create a statistics-based campaign that reveals the truth behind coffee pod consumption and the greener alternative you now have.
Credits:
Creative Director: Amy Su, Teddy Miller
Illustrators: Remus & Kiki, Psyop
My role:
Senior Designer | Art Director
The project
The One Show is the world’s most prestigious award show in advertising and design, recognized for honoring groundbreaking creativity.
The award is especially meaningful because it sits at the core of the creative industry, devoid of politics or outside influence. An award put on by and for other creatives.
Cutwater was tapped to creative the branding for their 2025 awards, and thought what better way to honor the creative process than highlight the making of their very own award, which we captured through the use of grids, diagrams, and industry lingo.
Credits:
Creative Director: Amy Su
Full case study coming soon.
My role:
Zuora
The project:
Ever think about how many business are switching their business model to a subscription platform? Chances are they are using Zuora to manage their logistics.
Re-branding a company as big as Zuora was no small feat. The enormity of their company required intensive research and top to bottom organizational exercises to get to a place were we could start fresh, and display them in a light more palatable to the public.
To do this, Butchershop flipped the script and told the story of a modern subscription business through the eyes of the subscriber.
Over the course of 6 months, I worked with the Butchershop team of copywriters and project managers to take a complex company model and make it refreshingly simple. A clean logo, subscriber-based imagery, inviting colors and a breezy illustration style worked together to show consumers how fun and simple it can be to switch your company to a subscription model.
Credits:
Agency: Butchershop Creative
Creative Director: Trevor Hubbard
Head of Operations: Katherine Cambouris
Project Manager: Cody Beard
Copywriter: Marshall Worsham
Photography: Filterless
Developer: Sasha Vladimirskiy
Legal
Work carried out while employed at Butchershop Creative. Agency responsible for this client work.
Alaska + Virgin acquisition
My role:
Art Director | Designer
The campaign:
During my time as Art Director for the Alaska Airlines account at Mekanism, Alaska dropped the bomb (a good bomb) on us that they decided to acquire Virgin. The result was a campaign called Different Works, that aimed to calm the frustrations of Virgin America lovers who had no f*ing clue why they were teaming up with the much less street-cool Alaska Airlines.
The idea was this: sometimes two things that you wouldn’t normally picture together produce extraordinary results.
Credits:
Agency: Mekanism
Creative Director: Matt Stafford
My role:
Art Director | Designer
What I did:
First and foremost, the success of this campaigns visuals weighed on the type treatment. The goal was to create a layout that interacted simply yet dynamically with outdoor lifestyle-action photos in the background. I developed a diagonal grid with ample spacing, allowing imagery to shine through, and for new words to easily replace the tagline using the same system.
Credits:
Agency: Mekanism
Creative Director: Tommy Means
Client:
San Francisco Giants
My role:
Art Director | Designer
The project:
The Gotham Club isn’t your grandpa’s baseball club— well actually it probably is. But it can also be yours. Its history is rooted in the Giants original name, the New York Gothams.
The SF Giants came to Butchershop to brand a very exclusive, high-end club among various corners of AT&T Park. Among the club venues were a bowling alley + game room, on-field bull pen, and private bar.
To keep the club’s authenticity, heritage rained the most important influence in the brands identity. This meant that a healthy dose of historical research had to be done before design decisions were made.
To introduce the club, I designed 2 custom mailers to send out to 10,000 season ticket holders, former players and VIPs. The mailer explained the origins of the name and timeline of the NY Gothams to SF Giants, and led you to a website where you could learn more and sign up for membership.
Credits:
Agency: Butchershop Creative
Creative Director: Trevor Hubbard
Head of Operations: Alex King
Project Manager: Cody Beard
Legal
Work carried out while employed at Butchershop Creative. Agency responsible for this client work.
Client:
Lennar Urban
My role:
Art Director | Designer
The Project:
Developing an identity for San Francisco’s newest district and largest redevelopment project in over a century.
To say the SF Shipyard had a rich history would be an understatement. Formally Hunter’s Point Naval Shipyard, it was important than the brand built would both honor the area’s storied, maritime past while laying the base for a new chapter.
The new logo for the Shipyard became the heart and soul of the area’s story- the iconic Hunters Point gantry crane— to some an eye sore— acts as the areas industrial icon. It felt only right to glorify it.
Included in this branding initiative was a fully interactive website, a leasing office, iconography, marketing collateral and a branding system set up for the release of future residences.
Credits:
Agency: Butchershop Creative
Creative Director: Trevor Hubbard
Copywriter: Marshall Worsham
Head of Operations: Alex King
Project Manager: Cody Beard
Developer: Sasha Vladimirskiy
Legal
Work carried out while employed at Butchershop Creative. Agency responsible for this client work.
Client:
Finca Santa Teresa
My role:
Art Director | Designer
The project:
While Finca Santa Teresa was one of the worlds respected coffee growers, it lacked a noteworthy brand identity that spoke of the quality and authenticity of its passionate Panama origin. The result was a sophisticated, geographical design that stood out from the sea of hip coffee start-ups.
Credits:
Agency: Butchershop Creative
Creative Director: Trevor Hubbard
Legal
Work carried out while employed at Butchershop Creative. Agency responsible for this client work.
Client:
Fernet Francisco
My role:
Art Director | Designer
The project:
Fernet Francisco, a new amaro liquor that was in the works, came to Butchershop with hopes of a label design that could compete with industry giants like Branca. Although a common goals of designers creating a label is “make it stand out on the shelf” it rarely does because everyone is doing the same thing.
I ran with the wild personality of the two makers themself, and created Frankie, the literally in-your-face, dapper spokesman for the company. You can’t miss him if you tried. Pair that with bright colors not typically scene on the Fernet shelf, and you’ve got a brand that now sits amongst its peers as one of the top Fernet brands in the world.
Credits:
Agency: Butchershop Creative
Creative Director: Trevor Hubbard
Project Manager: Cody Beard
Copywriter: Marshall Worsham
Legal
Work carried out while employed at Butchershop Creative. Agency responsible for this client work.
Client:
SP2
My role:
Art Director | Designer
The project
SP2 is San Jose’s most sought after communal bar and restaurant. They came to Butchershop for a complete identity before opening their doors, and we delivered everything from a their website to their bar coasters.
The soul of SP2 is communal and friendly. I made sure to remove elegance from my vocabulary on this one and create a raw, inviting persona that people could relate to.
Credits:
Agency: Butchershop Creative
Creative Director: Trevor Hubbard
Photography: Filterless
Developers: Sasha Vladimirskiy
Legal
Work carried out while employed at Butchershop Creative. Agency responsible for this client work.
