Hoka—Relevant Work

GIANT BICYCLE / FLAGSHIP RETAIL DESIGN

Giant Bicycle was launching its flagship Retail Partnership Project in collaboration with three independent bike shops in Florida, California, and Michigan. The store-in-store concept dovetailed the Giant brand with each bike shop’s, supporting their growth with store layout, environmental design, fixture program, and merchandising support. Giant’s goal — to encourage new riders by emphasizing the joy of the ride, showing riders of all types, and increasing accessibility via educational signage. We wove the personality of each store’s branding and stories of their unique ridership into the interior graphics. Winner of National Bicycle Dealers Association’s 2007 Best New Retail Concept in America. In collaboration with 3 Dots Design.

  • CREATIVE DIRECTION

  • ENVIRONMENTAL DESIGN

  • FIXTURE DESIGN

  • TRADE SHOW DESIGN

Creative Direction & Art Direction for Copper Mountain’s 2023 winter and summer campaign photo/video shoots. In collaboration with the agency & director, I created a shot list driven by overall brand creative direction, and seasonal “challenge accepted” campaign video and digital campaign scripts. On set, I helped direct talent, dress & style models, and provided client management to ensure satisfaction of vision & shot list capture. Photography/Video: Andrew Macguire; AMP // Agency: WaldenHyde.

COPPER MOUNTAIN

  • PHOTO CREATIVE + ART DIRECTION

  • SHOT LIST DEVELOPMENT

  • MODEL + WARDROBE SELECTION

  • ON-SET STYLING

  • CLIENT MANAGEMENT

COPPER MOUNTAIN & ELDORA

Logo design for Copper Mountain’s Fast Tracks Program. Wrap for Boulder’s RTD bus for Eldora Mountain.
Agency: WaldenHyde.

  • GRAPHIC DESIGN

PULL DESIGN BUILD

Pull Design Build was a fixture design company serving the outdoor industry; particularly footwear brands like Merrell, Chaco, Westcomb, Hi-Tec and others. I provided design for Pull’s marketing, as well as for their client’s POP fixture program catalogs.

  • GRAPHIC DESIGN

32 DEGREE CRISPS / “GATHER ROUND” CAMPAIGN

This integrated campaign spotlighted how gatherings (big or small) bring together all the things hostesses love—the people, the food, and the moments where creativity shines. “Gather Round” showcases the kaleidoscope of 34 Degrees crackers—savory to sweet, naked or topped— the host who serves them, and the guests she entertains in life. We commissioned Dutch illustrator Bodil Jane to create a cast of characters that might attend one of our hostesses gatherings. Their personalities are designed to match the flavors of the ingredients she might top her 34 Degrees Crisps. Designed with the team at Vermilion—Co-Art Direction: Karen Chin; Animation: Ohwhoa

  • CAMPAIGN ART DIRECTION & DESIGN