Hello! I'm an award-winning creative director, strategist and founder of ANYWHERE+CO — a collaborative branding studio.
With over 20 years of experience partnering with iconic brands, both local legends and global giants, alongside some of the most innovative teams in design, marketing and advertising, I’m all about laying the foundations of thoughtful strategy and the magic that happens when the creative hits just right. Always curious and constantly learning, I’ve got a passion for the latest cultural insights, digging for vintage vinyl, and sniffing out fresh single-origin espresso...
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Experience
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Founder
New York • Anywhere • October 2019—present
Leading a collaborative branding studio, working directly with brands and agencies to create more memorable, meaningful connections and journeys, with audiences and communities. Global projects and collaborations in New York, London, Cape Town, Zürich & Bali.
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LA Lead / Creative Director
Los Angeles • New York • April 2011—May 2019
‘Hands on’ approach overseeing the creative studio in new york, managing workflow, multiple projects, recruitment and new business, while also running the Los Angeles office. Working seamlessly with key strategic, account and creative staff in New York, Atlanta & London.
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Head of Design
Los Angeles • July 2009—March 2011
Responsible for all print and digital design input as well as output, collaborating with writers, art directors and producers to create multi-platform campaigns, blending design aesthetics with strategy and advertising communications.
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Design Director / Head of Design
New York • July 2005—May 2009
Heading up the design team, responsible for brand identity, print and packaging projects across multiple brands as well as working seamlessly with the advertising group, contributing to global cultural campaigns and strategy as well as cause marketing, ip and innovation projects.
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Partner / Creative Director
New York • October 2003—June 2005
Creative team leader and partner within Grey advertising’s design group, leading multiple teams including graphic designers, product designers, writers and video producers, across multiple product categories. Actively participating in new business activities and presentations.
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Design Director
London UK • August 2001—March 2003
Senior creative role, leading teams and collaborating with retail designers, interior designers and architects on European strategic design projects; ensuring brand synergy across disciplines and platforms as well as working with other network agencies.
Technology
Travel
Restaurants
Hotels
Wellness
Retail
Beverages
Lifestyle
Entertainment
Sports
+ much more…
‘JET. SET. GO.’
JET BLUE | New York
Insight | An established brand that was getting lost in a world of familiar airline visual language and communications that needed to adapt to a ‘digital first’ world.
Creative idea | “Fly True Blue“
Result | A bold, distinctive and refreshed look, as a springboard to creating multiple online and offline campaigns, as well as a system that keeps evolving and staying fresh for years to come, on any platform
+ Brand OOH campaign
+ Launch campaigns (new markets)
+ Sponsorship campaigns
+ Credit card campaigns
+ Digital campaigns
+ Social media design & assets
+ Website assets
+ Photography & illustration library
‘IN THE CLOUD’
HEWLETT PACKARD ENTERPRISE | Global
Insight | A tech giant in the B2B space that had lost sight of its distinctiveness in a crowded market—especially when launching cutting edge apps, sponsoring global events and inspiring their team.
Creative Idea | “Discover Your Edge”
Result | A bold, fresh and cutting-edge global visual identity system that is used as a toolkit when communicating new products and services, in a positive, flexible and exciting way.
+ Visual language
+ Distinctive brand assets
+ Advertising look & feel
+ Digital assets
+ Website design
+ Social media design
+ Photography style & library
+ Sonic branding
+ Video intro & outro animation
+ Event guide
+ Internal comms
‘LUXURY AT SEA’
REGENT SEVEN SEAS | Miami, FL
Insight | The cruise line category is ‘a sea of sameness’ when it comes to look & feel. The brand needed to stand for something unique and deliver the ‘experiences’ on sea and on land, in an exciting & authentic way.
Creative idea | “Art of the story”
Result | Visual storytelling creates a distinctive way to communicate in the category and highlight five-star luxury at every turn, and exclusive experiences at every port. Elevated brand assets and photography support stories written in an engaging and transportive style.
+ Brand strategy & positioning
+ Messaging
+ Visual identity system
+ Print campaign development
+ Website
+ Social strategy
+ Photography style
+ Brand guidelines
‘BIG BLUE’
BESAR BIRU | Bali
Insight | Launching a new brand in a crowded international market like Bali, needed to stand out and compete with the very best hotels and rentals available.
Creative idea | “Blue is the new green”
Result | Creating the ultimate Balinese lifestyle brand, with a fresh and distinctive name & visual identity, with a green philosophy in outlook and architecture that is proudly at its core.
+ Brand strategy
+ Naming
+ Visual identity system
+ Website
+ Digital collateral
+ Social media strategy
+ Photography library
+ Apparel
‘CRAFTED TASTE’
OYSTER CLUB | Mystic, CT
Insight | A favorite local restaurant with a culinary excellence ahead of the curve, but their branding hadn’t quite caught up. We immersed ourselves in their world—exploring the local market, indulging in outstanding food, delicious cocktails, and connecting with the passionate team behind it all.
Creative idea | “Crafted from farm & sea”
Result | A refined and elevated visual identity system that truly represents who they are, giving them a strong platform to attract new customers—and, even more well-deserved recognition.
+ Brand strategy
+ Visual identity system
+ Brand signage
+ Menu design
+ Website design
+ Social media guide
+ Event materials
+ Brand guide
‘STEADY DOES IT’
STEADYSOCIETY | New York
Insight | Launching a new fashion brand for todays fast and stressed out world,
Creative idea | “Slow fashion-forward”
Result | A super-comfy and distinctive visual identity that embraces the ‘double s’ mark, suggesting a relaxed robe that people will embrace and love.
+ Visual identity system
+ Packaging
+ Website
+ Social media strategy
+ Social media design
‘CREATIVE CLASSY’
VIRGIN | San Francisco, CA
Insight | Launching not one, but two new brands in the US market from Richard Branson’s Virgin group. A low cost airline to compete with many others, along with an uncomplicated and relaxed city hotel chain where price is affordable. We identified a target market who are worldly, have high expectations, but are not willing to pay over the odds.
Creative idea | “Attract the creative class”
Result | Through memorable and familiar visual identities, an airline everyone fell in love with due to it’s attentive and friendly service, along with great entertainment, and a hotel where tech is at the forefront of to ensure a seamless stay.
+ Brand strategy
+ Visual identity
+ Visual language
+ Marketing materials
+ Print & digital campaigns
+ Photography library
+ Product design
+ Menus
+ Loyalty program design
+ Uniform design
+ Brand guidelines
‘COMMUNITY SPIRIT’
85TH DAY FOOD COMMUNITY | Mystic, CT
Insight | When brand purpose and mission outweigh the bottom line.
Creative idea | “From Group to Community”
Result | Repositioning a thriving restaurant group to be the heart of the community with an opportunity to give back, support and nurture the local community of suppliers, farms and residents through initiatives, pop-ups, events and ‘doing good’ in neighboring towns that need help.
+ Brand strategy
+ Visual identity system
+ Website
+ Print collateral
+ Digital collateral
+ Social media strategy
‘PRIME TIME’
AMAZON PRIME | New York
Insight | A need to differentiate itself from the Amazon umbrella brand, but retain its connection through a distinctive, memorable and consistent look & feel.
Creative idea | “Time to Prime“
Result | A bold and distinctive visual language, covering sports, TV and movies. A cohesive campaign was then created to relaunch this platform and make it ready for ‘Prime Time’.
+ Visual language exploration
+ OOH campaign
+ Digital campaign
+ Social
