INSTINCT &
INTENTION

BRAND · DESIGN · Systems · STRATEGY

Twenty years of building brands that actually mean something. From the strategic foundation to the details that make them feel real. In agencies, museums, and global companies I've led the thinking, the design, and the people who build captivating brands.

Select Work

Digital illustration of a city skyline at sunset with a dark car in the foreground, a plane flying overhead, and the logos of Uber, Delta, and SkyMiles displayed in the center.
Digital illustration of a city skyline at sunset with a dark car in the foreground, a plane flying overhead, and the logos of Uber, Delta, and SkyMiles displayed in the center.

Uber + Delta Skymiles

TWO BRANDS.
One horizon.

Launch a partnership between Uber and Delta SkyMiles through a cohesive campaign that honored both brands equally, in voice, in vision, and in visual identity.

A digital design with a white central area bordered by gold curved lines, featuring the name 'LENA' in bold serif font in the center.
A digital design with a white central area bordered by gold curved lines, featuring the name 'LENA' in bold serif font in the center.

Lena Wines

ELEGANT & ELUSIVE
BY DESIGN.

An expandable identity system with the restraint and confidence of a brand that has nothing to prove. Designed for a world where the best things are rarely advertised.

An outdoor colorful shop kiosk labeled 'The One Shop' with a pastel pink and blue facade, gold railings, flower arrangements, a white umbrella, and vending machines, set against a backdrop of green trees and buildings.
An outdoor colorful shop kiosk labeled 'The One Shop' with a pastel pink and blue facade, gold railings, flower arrangements, a white umbrella, and vending machines, set against a backdrop of green trees and buildings.

Uber One Shop

THE CORNER STORE, REIMAGINED.

A mini bodega, reimagined. An immersive, imaginative market environment that gave students something worth lining up for.

Billboard advertisement for Uber featuring images of a woman opening a car door and a man riding a bicycle, with a cloudy sky and an airplane in the background.

Uber Driver & Courier Platform

FROM FACILITATORS
TO MAIN CHARACTERS.

No one asked for it. Everyone needed it.

Person sitting on a wooden chair with a leather backrest, holding a rack of ribs and a plate of food on a table in front. There is a potted plant to the left and a stone hearth with firewood in the background.
Person sitting on a wooden chair with a leather backrest, holding a rack of ribs and a plate of food on a table in front. There is a potted plant to the left and a stone hearth with firewood in the background.

Postmates Dream House

REALITY IS FAKE.
DREAMS ARE FOR REAL.

Dreamy photography showcasing food in a way that only Postmates can pull off.

A woman wearing a floral patterned blazer and shirt, with long braided hair, alongside a graphic design that includes bold black text saying 'NO MORE MONDAYS', two globe icons, and abstract line art.

No More Mondays

THE SEWN
& THE UNSEEN

Combining lo-fi with high design to reflect the future of design for this Paris based fashion consultancy.

Extended Portfolio
& Case Studies

Email me for access

BMW

Donna Karan

ebay

Estée Lauder

Google

HSBC

Lululemon

Madison Sq. Park

Clients

Microsoft

PayPal

Samsung

The High Line Foundation

The Public Theater

UNESCO

+ more

Uber

Pentagram

MoMA

Lippincott

Logitech

fuseproject

Employers