Brand images and video for Staples healthcare vertical. Photography and video by John Fedele.
Rugged new location photography and video for Vestis Uniforms. Photography by Tom Rafalovich. Video by Ryan Romero.
Fall fashion campaign concepts, videos, emails, and style guide for Maurices.
Staples brand imagery and video for the “Business is Human” campaign. Photography and video by John Fedele.
Denim campaign concepts for Maurices.
for Coldwater Creek
The brand book’s impactful pages articulate and elevate who and what the brand aspires to be.
This level of lifestyle photography and evocative language had not been part of the brand’s image until now. Various chapters describe the customer, the product, the positioning pillars of the business, and conclude with a new mission statement. The book was produced digitally and in bound paper editions. It’s an enduring document that aligns the entire organization around a meaningful and motivating expression of the brand.
Branding, development and marketing of an e-commerce luxury home decor company.
Concepts, photography and video for the launch of a new scrubs program for Vestis. Photography by Tom Rafalovich. Video by Ryan Romero.
Campaign concepts for Signature Hardware.
Fall mailer concepts
for Maurices.
Visual storytelling around sales, service, and customer relationships.
Creative pitch for Reef footwear, including ways to expand on the “Beach Freely” language and how to leverage pro-surfer ambassador relationships to sell products.
Outdoor furniture shoot, showcasing the beautiful landscapes, textures and light in Savannah.
Popcorn + paper art for The Popcorn Factory.
Vera Wang bedding photography, shot on location at the Stahl House in Los Angeles. The intent was to create highly sophisticated, branded images that showcased the bedding as fine art in a minimal, modern setting.
Summer fashion mailer concepts
for Maurices.
Staples product experts introduce their top tips and products for staying organized and productive. Before and after images convey the transformation via Staples furniture, tech and supplies. Photography by John Fedele. Video by Alexander Lewis.
Re-branding Initiative
for Coldwater Creek
Working closely with the incoming CEO, we set out to revitalize a 36 year old brand and position it for growth. It needed a differentiating story, fresh creative direction, and a compelling voice. First, we identified and articulated the sweet spot that Coldwater Creek could authentically claim: it’s a brand defined by natural, organic, and artisan style.
The current customer was an aging demographic, so our goal was to evolve brand imagery and messaging to attract new and younger women without alienating existing shoppers.
Re-branding was an opportunity for employees and outside vendors to rally behind a renewed sense of purpose. New logos and a new brand book were created, then presented to all stakeholders, setting the tone for all future marketing, merchandising, and product development.
Two logos were designed: a corporate logo that took its cue from existing elements, and would feel familiar to loyal catalog customers...and a bolder departure: a new monogram logo to use in store architecture, shopping bags, and on product. Both use a newly defined brand color, slate blue.
The new logos were applied to private label product: on buttons, inside waistbands, and on hang tags – enhancing the sense of uniqueness and adding value to jeans, etc.
Shopping bags are the exclamation point of the purchasing experience. Materials feel premium enough to be used as gift wrap. Bags and jewelry pouches are made of eco-friendly kraft paper. Tissue includes a leaf pattern and an ikat print that reflect the natural, artisan aspect the brand. Once these bags leave the cash wrap, they become a “walking billboard” swinging on the arms of our customers.
Our brand work also influenced new store designs to create an atmosphere in sync with the revamped image. It inspired the use of natural and artisan materials in the architecture, fixtures, and displays – from ikat mannequins, to clusters of pampas grass.
A magazine and digital experience for Staples, designed to highlight product and service solutions for the B2B customer.
Frontgate Outdoor Furniture campaign, photographed in Santa Barbara.
Imagery and explainer videos promoting Staples Total Coffee program. Photography and video by John Fedele.
Magazine advertising concepts for Davis Furniture.
Fall fashion campaign concepts and style guide
for Maurices.
This brand video for Maurices Fall Fashion 2016 ran on tv and many digital/social channels including YouTube, Facebook and others. The concept reinforces Maurices brand position as a specialty fashion retailer serving small towns & suburban US and CA.
Footwear and Handbag Editorial Story.
Visual storytelling around Vestis’ Cleanroom Services. Photography by Tom Rafalovich. Video by Ryan Romero.
Spring fashion campaign concepts and style guide
for Maurices.
Proprietary cosmetics brand introduction for Maurices.
Summer fashion campaign concepts for Maurices.
Catalog concepts and moodboards for Bed Bath & Beyond entertaining campaign & catalog.
Holiday campaign concepts, emails, and style guide for Maurices.
Holiday campaign concepts and style guide for Maurices.
Brand images and video for Staples Higher Education vertical. Photography and video by John Fedele.
Winter Trend Story
for Coldwater Creek
Working one year out, we partner with the product development team to translate seasonal color swatches & apparel samples into inspiring moodboards.
Imagery and copy give each collection a uniquely rich context. Product becomes poetry: romancing the natural palettes...iconic American landscapes...and the lifestyle inherent to each season. These stories are used to energize the internal design team, and give direction to outside vendors.
Once actual merchandise is made and photographed, edited versions of the moodboards become consumer-facing online “sketchbooks” to introduce each collection in emails and on homepages.
Logo development for Minka Lighting…starting with 5 visual territories for inspiration, followed my extensive logo design, refinement and mockups.
Denim campaign concepts for Maurices.
Images and video for Staples K-12 vertical. Photography and video by John Fedele.
Catalog concepts for Things Remembered.
Spring fashion campaign concepts and style guide
for Maurices.
Early Spring Trend Story
for Coldwater Creek
Working one year out, we partner with the product development team to translate seasonal color swatches & apparel samples into inspiring moodboards.
Imagery and copy give each collection a uniquely rich context. Product becomes poetry: romancing the natural palettes...iconic American landscapes...and the lifestyle inherent to each season. These stories are used to energize the internal design team, and give direction to outside vendors.
Once actual merchandise is made and photographed, edited versions of the moodboards become consumer-facing online “sketchbooks” to introduce each collection in emails and on homepages.
Brand images and video for Staples Government vertical. Photography and video by John Fedele.
Footwear and handbag fashion Editorial.
Spring Trend Story
for Coldwater Creek
Working one year out, we partner with the product development team to translate seasonal color swatches & apparel samples into inspiring moodboards.
Imagery and copy give each collection a uniquely rich context. Product becomes poetry: romancing the natural palettes...iconic American landscapes...and the lifestyle inherent to each season. These stories are used to energize the internal design team, and give direction to outside vendors.
Once actual merchandise is made and photographed, edited versions of the moodboards become consumer-facing online “sketchbooks” to introduce each collection in emails and on homepages.
Winter Trend Story
for Coldwater Creek
Working one year out, we partner with the product development team to translate seasonal color swatches & apparel samples into inspiring moodboards.
Imagery and copy give each collection a uniquely rich context. Product becomes poetry: romancing the natural palettes...iconic American landscapes...and the lifestyle inherent to each season. These stories are used to energize the internal design team, and give direction to outside vendors.
Once actual merchandise is made and photographed, edited versions of the moodboards become consumer-facing online “sketchbooks” to introduce each collection in emails and on homepages.
Spring fashion campaign concepts and style guide for Maurices.
High level ragrance photo direction for Kohl's.
Holiday campaign concepts, videos, email and style guide for Maurices.
Spring Trend Story
for Coldwater Creek
Working one year out, we partner with the product development team to translate seasonal color swatches & apparel samples into inspiring moodboards.
Imagery and copy give each collection a uniquely rich context. Product becomes poetry: romancing the natural palettes...iconic American landscapes...and the lifestyle inherent to each season. These stories are used to energize the internal design team, and give direction to outside vendors.
Once actual merchandise is made and photographed, edited versions of the moodboards become consumer-facing online “sketchbooks” to introduce each collection in emails and on homepages.
A series of fun, perception-changing digital catalogs for ALDI, featuring seasonal food & beverage products, plus recipes and tips for Fall, Thanksgiving, and Christmas entertaining.
Spring Trend Story
for Coldwater Creek
Working one year out, we partner with the product development team to translate seasonal color swatches & apparel samples into inspiring moodboards.
Imagery and copy give each collection a uniquely rich context. Product becomes poetry: romancing the natural palettes...iconic American landscapes...and the lifestyle inherent to each season. These stories are used to energize the internal design team, and give direction to outside vendors.
Once actual merchandise is made and photographed, edited versions of the moodboards become consumer-facing online “sketchbooks” to introduce each collection in emails and on homepages.
Winter Trend Story
for Coldwater Creek
Working one year out, we partner with the product development team to translate seasonal color swatches & apparel samples into inspiring moodboards.
Imagery and copy give each collection a uniquely rich context. Product becomes poetry: romancing the natural palettes...iconic American landscapes...and the lifestyle inherent to each season. These stories are used to energize the internal design team, and give direction to outside vendors.
Once actual merchandise is made and photographed, edited versions of the moodboards become consumer-facing online “sketchbooks” to introduce each collection in emails and on homepages.
Footwear and handbag editorial story.
Winter Trend Story
for Coldwater Creek
Working one year out, we partner with the product development team to translate seasonal color swatches & apparel samples into inspiring moodboards.
Imagery and copy give each collection a uniquely rich context. Product becomes poetry: romancing the natural palettes...iconic American landscapes...and the lifestyle inherent to each season. These stories are used to energize the internal design team, and give direction to outside vendors.
Once actual merchandise is made and photographed, edited versions of the moodboards become consumer-facing online “sketchbooks” to introduce each collection in emails and on homepages.