Led brand, marketing, and creative for three products: Everand, Scribd, and Slideshare.

In 2017, my agency Fades to Nothing was contracted to design the next generation JUUL vapor product. We spent a year in the concept phase working closely with the founders, and amongst heavy agency competition. In 2018 we accepted in-house roles to bring JUUL2 to market. In addition, I took on a wider scope to audit the brand, centralize creative output, and shepard Juul Labs into maturity. Some highlights:- Established appropriate corporate leveling, equal pay, and career paths for creative professionals at Juul Labs.- Juul Labs corporate brand design. Set the stage for future legal, regulatory, and scientific communications at a parent company level.- JUUL brand audit and redesign in partnership with Bibliothèque. Created a scalable design system and produced new product imagery targeted explicitly at adult smokers. The new JUUL brand design system was compliant across all regions and countries, and adopted by both the internal creative team and our agency partners.- JUUL brand typeface design in partnership with Colophon Foundry. Mitigated potential trademark litigation in the tens of millions.- JUUL PMTA submission to FDA.- JUUL2 launch: product design, product packaging, launch campaign, sustaining marketing collateral.- Future brand campaign development for AMER and EMEA markets.- Future product research and development across categories (hardware and software).- National Youth Tobacco Survey reduction in youth use of JUUL products from ~20% in 2018 to 0% in 2022.

Fades to Nothing is a multidisciplinary design agency that creates brands, products, and content.Clients: AT&T, Beddr, Blackbelt, BlueOcean ($50M funding to date), Forward, Ghost AR/VR, Google, Juul Labs, Karius, Loop Genomics, Nucleal, Sephora, Sonos, Strand Equity, The North Face

Brand, marketing, executive projects. IPO in November 2021.Established best practices, processes, and workflows for a growing and evolving in-house creative team. In collaboration with Marketing and outside agencies, directed the first global rebrand, various brand expression exercises, and in-house content production. Executed the first paid national integrated advertising campaign that included TV, online video, digital, radio, and local OOH. Worked with executive staff to concept, write, and design Series B funding pitch.

Established brand strategy, graphic design, and photography disciplines within a constantly evolving industrial design agency.Clients: Athos, Juul Labs, Minerva, Pax Labs, Ploom, Plugged, Thync, Ventura Lambrate, WallyGrow, Wired

Brand strategy and design.Clients: Apigee ($625M acquisition by Google in September 2016), Beacon Day School, BluWrap, Brandscopic, Chefs Feed, Hanson Bridgett LLP, Informatica, Kleiner Perkins, Mazetti, McGuire, MolsonCoors, Ryder System Inc., Samsung, Suann Ingle Associates, Symantec, University of California Berkeley, UPS, VMware, WAFUNIF, Watchwith, Zynga ($12.7B acquisition by Take-Two Interactive in May 2022)

Involved with every aspect of a full cycle fashion industry workflow. Seasonal concepting, sample production, lookbooks, inventory production, marketing, sales.