We set out to refresh the Samena Club's brand voice, look, and feel by leveraging both the 60-year history of the Club, and the dynamic, global community new members experience when they walk through the doors. We elevated family and inclusivity through the use of lifestyle photography, bold typography, and a contemporary color strategy. The art direction strives to create a unique, family-friendly, and fun tone for the brand. Open-source typography reinforces a populist ethos, and elegant, water textures, and limited palate create a fresh and immediately identifiable vibe and voice.
With a 10+ year career working at the intersection of art, commerce, and technology, I work with companies, clients, and colleagues to create purpose-driven, human-centered, commercially successful, and socially impactful products, services, and experiences.
I help brands understand and articulate their belief systems, serve their communities, and increase market share by designing and co-creating media ecosystems based on rigorous research, testing, and analysis. I create collaborative, innovative teams of writers, designers, engineers, and artists that create engaging, meaningful creative.
Muse Creative Award