Art Direction, Animation

Time Inc. moved down to 225 Liberty Street from the Time Life Building in 2015. With the spin-off from Time Warner the company embraced a modern, open, 7 story, work space in the financial district, all tied together with a one of a kind lobby. The lobby features a custom 3 panel retina floor to ceiling video wall housed in sleek black marble space. While the space was impressive, the wall graphics lacked noticeable branding to the visiting audience and didn’t tell “the Time Inc. Story.”

I was tasked to art direct and animate a full-length (9:00 minute) custom piece that illustrated the breath of the Time Inc. Brand. As the “trusted voice of the human story”, the piece speaks to the company mission, our unparalleled portfolio of brands (such as TIME, FORTUNE, PEOPLE, INSTYLE, SPORTS ILLUSTRATED), beloved franchises, as well as exciting new opportunities. This piece is meant to showcase how Time Inc. feels: historic, modern, warm, and living experience. From the sports fanatic, to the soccer dad, the fashionista to the deals queen, the culinary connoisseur to the first time chief, Time Inc. is with you at life’s most pivotal moments every step of the way.

I wanted lobby guests to feel immersed in our story. I used high impact footage from our brands, clean bold typography, and breezy smooth animated elements to cater to the audience experience. I balanced both full width to segmented compositions to build a full visual experience. The goal was to make it undeniable that this was Time Inc.’s lobby, celebrating both our legacy and our future.

Art Direction

Shit. is a one-woman comedy show written and performed by Rosemary Cipriano. From her youthful days of trying to become a Wiccan to working with a gaggle of middle-aged Long Island women obsessed with 50 Shades of Grey, these characters and true stories from Cipriano’s unibrow clad past are enough to give anyone secondhand embarrassment. This show was first performed at the Katzen Arts Center Studio Theatre in March 2015. The research acquired during this independent study was featured in the 2015 Robyn Rafferty Mathias Student Research Conference. Shit. was selected for the 2016 United Solo Theatre Festival in New York City where it was been named a Bestseller. This production later won a United Solo Award for First Sold Out Show.

This show called for a design as bold as Rosemary herself. Expressive color, commanding typography, tied together with some illustrated elements to pull in her pop punk Long Island realness. There were both print and digital promotional assets including social landing pages, social cards, posters, flyers, and bumper stickers.

Art Direction, Package Design, Icon Design

OXO is coming out with a line of technology cleaning products for all your in-office and on the go needs. I was tasked to design and develop the visual identity for this brand spin off to draw in strong “at the register” appeal for a launch at the Container Store. This three product suite handles the toughest to reach messes under your keyboard, making your screen shine, to detail cleaning your ear buds and phone.

As OXO’s first dip into the tech space, I wanted to take the best elements of the brand and pair it down to make sure the product was the star. I wanted to step away from the traditional blister and card and move to a sleek, frosted plastic box. The box structure itself is highly interactive, allowing customers to test each of the products’ unique features.

Traditional OXO GoodGrips packaging has their black and white split as the backdrop and some substantial photography. I felt this suite was a great opportunity to pair down and utilize icons and typography to let the product shine. I designed a set of icons personalized to each product that would highlight each of their particular use cases. Line weight and use were imperative to maintaining something that was minimalist but informative.

 While we didn’t feature images on the package itself, we did a full shoot of the product line for social and digital. I wanted to utilize the self-care aspect of these products. These items are about getting the most out of the space and products we use every day. Cleaning and finessing can be a cathartic experience, so I wanted to emphasize shots that featured a long brush stroke or deep cleaning a tight corner. I worked with our photo team to set up simple shots that still felt visceral and satisfying.

Art Direction, Experiential Design, Trade Show Booths

Kind and Jugend’s annual trade show exhibits the best products and trends for baby and kid products around the world. For their annual 2018 exhibition, OXO wanted to bring a clean and modern face to their OXO TOT baby line that would be fun and interactive for buyers and customers alike.

I wanted the booth design to balance fun and sleek, pulling back from loud patterns and illustrations used in the past and bringing the focus back the great products and photography. Each section of the booth highlighted a different set of products such as feeding, drinking, cleaning, bath, and more. The main back wall was the centerpiece, with large images at the top pulling in a larger color story for the products displayed below. We particularly wanted to highlight the launch of the “TOT Stick and Stay” dish-ware line, a set of plates and bowls with a unique tantrum proof table suction design. The centerpiece of back wall display had an interactive element with small tables that allowed visitors to test the stick and stay pieces.

Email Design, Landing Page Concept Work

I worked with Clarity Money to develop a website landing page and a welcome email concept. Clarity Money believes personal finance doesn’t have to be complicated. I wanted to pull in this clean and accessible narrative into the design.

Art Direction, Package Design

OXO BREW is the brand’s new line of premium coffee and tea products. The innovative Twisting Tea Ball was the brand’s first exercise bringing this new identity from the larger format package design to a traditional card format. This design was heavily focused on photography. I wanted to draw the romance to the everyday tea ritual, emphasizing large brew clouds and a clean steamed cup. The back maintained the clean design, clearly calling out the use case of the product. The card configuration is highly interactive and allows potential consumers to twist and try before they buy.

Art Direction, Presentation Design 

The Luce Awards is an annual event that celebrates print, digital, and multimedia editorial successes across Time Inc.’s brands. The ceremony, which commemorates Time Inc. founder and industry legend Henry R. Luce, presents awards such as Magazine of the Year, the Lifetime Achievement Award, Excellence in News Photography, Cover of the Year, Best Multi Media Story, and more.

I wanted to celebrate this ceremony’s evolution, from focusing strictly on print to moving into the modern eclectic media space. For the logo design I wanted to focus on this separate but unifying concept illustrated in moving shapes. Deliverables included event e-vites, live animations on all entrance monitors, and the event presentation design.  

Email Design, Social Concept Design

I worked with luxury eyewear company Moscot New York to develop promotional email and social pieces. I wanted to combine their classic look with a composition that felt fresh.

I worked with national PR agency Fenton Communications to build a full set of multi-purpose icons that would incorporate their pre-existing branding. 

I developed a full media plan for Mosaic Shopping Center in Northern Virginia. I designed a full 58 page layout along with full brand identity for agency "Push PR". This plan was for my PR capstone presentation. 

I created inspired album and tour artwork for "The Wombats". Through this I utilized both my photography and design experience to create this full concept piece. 

I designed the branding and menu for brunch bar "Bloody Mary's". I developed both the content and full concept for this design.