Using design, I help transform businesses, solve new market needs, and innovate on industry trends.

Think further, move faster.

I lead design for The Velo Group, a creative consultancy dedicated to building enduring and profitable growth. Together, we work as a team with our clients to put positive ideas to work.

Recent Work

Pumapp Creative

Once in a long while, design gets simpl-er. When Puma approached us to create a campaign system for the launch of the new app, things sort of fell into place quickly. We knew we needed an expression that can layer on any type of brand communication across the Puma marketing ecosystem.

With AKDM

Activation

Short and to the point, Pumapp readily communicates the core value proposition: access to a host of features and benefits that make your shopping experience richer and faster. The value proposition was reinforced verbally and visually through photo and messaging guides, and guidelines for the app stores, e-commerce website, and digital and physical marketing.

Financial planning for the Sandwich Generation

As it turns out, I am a member of the Sandwich Generation, a cohort of families trapped between caring for their parents and raising children.  Besides the time crunch, what connects us is urgency and improvisation in planning retirement while investing in education and fronting elder care. Helping us sandwichers requires guidance and tools on top of proper financial products.

Firstly is a digital resource that combines tools and real-life advice to help families on their path to financial wellness.

The project called for close collaboration across disciplines, layering product and brand design, from ideation through brand and experience design, and the development of the design system to guide website, product, and content (tons of it!)

messaging activation

We wrote and edited, and wrote and edited some more until all we had left was essential to focusing the conversation on a family’s unique goals.

Identity

What can be more important than family’s dreams and wellbeing? We started with a name that elevates the conversation to what truly matters, and followed with a logo that does away with fuzz to keep the focus on what’s meaningful, right now.We used the same logic to select the core visual elements: color and graphics the guide and support the user in their journey.

System

Financial and planning are two words that, together, get everyone feeling anxious. To keep users engaged and focused on goals, we built the design system around bright, every day, and optimistic elements. The result is a language that handles the complexity of financial content while keeping upbeat and human.

App design by Firstly

Scope

Brand strategy

Messaging Framework

Naming

Logo and Visual System

Team Development

THE ASSEMBLY

I am super proud of how our team's helped bring Firstly to life—that includes Odine Bonthrone, Martine Channon, Claudia Mauro, Walt McGraw, and Dalton Maag.

I'm also grateful for collaborating with Sal Tirabassi, Andy Beal, Tony Bucher and the Firstly team, Brandon Salindo, and Summer Fridays.

Cannabis Innovation

What is the creative to do when giving shape and voice to the herb?

OLO Sublinguals

The regulated cannabis category is now years old, and we’ve seen cannabis businesses evolve from dilettantes to enterprising startups to public corporations.While the category is still fluidly evolving, the pre-regulation phase is over, and direction seems set. Looking to get high or micro-dose? Smoke, edible, or tincture? Recreational, wellness, or medical?And then, there’s OLO—an innovative sublingual strip created to enhance active lifestyles. I worked with Velo to understand the market opportunity, ideate and develop the sublingual format, build the brand, and take it to market.

Cannabis Edibles Main Image

Archive

Mexico Tourism Board

Destination Branding

Brand strategy
Brand identity
Marketing Strategy
Touchpoint Systems
Website

Utica: The Last Refuge

Film Launch

Visual System
Content Marketing
Website

Jao Social Club

Direct to Consumer

Design System
E-commerce
Content Marketing

A FutureBrand Project

Bahrain Bay

Place Branding

Brand strategy
Brand identity
Retail Environment
Touchpoint systems
Launch Campaign

A FutureBrand Project

UPS

Transformation program

Brand strategy
Brand architecture
Retail strategy
Brand identity
Touchpoint systems
Executive oversight

An MBLM Project

Underwriters Laboratories

Transformation program

Brand identity
Visual design
Brand management
Content strategy
B2B/B2C campaigns
Executive oversight
A Velo Project

OLO

Category innovation

Opportunity definition
Product ideation and development
Brand identity
Packaging and retail systems
Digital marketing
Executive oversight
An MBLM Project

Old Seaport New York

Place branding

Ideation
Place naming
Brand strategy
Visual identity
Launch campaign
An MBLM Project

LAN Airlines

Flying experience

Passenger experience
Seat design
Cabin interiors
Lighting system
An MBLM Project

Clover

Service and product ideation (concept)

Product ideation
Brand strategy
Visual design
An MBLM project

AB

Transformation program

Brand strategy
Brand identity
Digital channels
Cross-platform campaign
Executive oversight
A R/GA Project

Hasbro

Digital channel strategy

Brand strategy
Brand architecture
Portfolio alignment
Digital content strategy
Visual design