Branding
Great brands don't just look good — they mean something. Over the course of my career, I've developed brands for businesses, products, and real estate developments, bringing the same rigor and creative conviction to each one. The best brands tell engaging stories regardless of the form they take, and that belief has shaped every project in this collection. On each of these, I played a dual role as both Strategy Director and Creative Director — two disciplines that, when working in concert, tend to produce something more than the sum of their parts.
CO OP Branded Work
Riverfront Square
Newark has a complicated relationship with its own potential. Riverfront Square was a development project built around the belief that the city could change — not for outsiders, but for the people already there.
Our job was to create a brand that reflected that commitment honestly. We built it from the community up, designing an identity that gave residents something to recognize themselves in, and a story they could genuinely claim as their own.
Cambridge Crossing
Cambridge Crossing is a mixed-use development in Cambridge, Massachusetts, purpose-built for the tech and science community taking shape around it. Coming in as Strategy Director, I helped define the positioning before the creative work began — and then, through that process, stumbled into a logo solution that felt almost inevitable once we found it. The best creative often works that way: earned through rigor, but arrived at through instinct.
Station
Most relocation agencies help you move your things. Station was built around a more ambitious idea: that a move is never really just a move. We positioned the company as a life agency — a full-service partner for the transition itself, not just the logistics. The identity is grounded in place, reflecting the cities where Station operates, while also nodding to something more personal: your station in life is never a destination, just a point along the way.
Artex
Artex operates in a corner of the financial world most people will never fully understand — and that turned out to be exactly the right creative starting point. Rather than explaining the products, we built a brand around the caliber of thinking and expertise that goes into making them. The result is an identity that feels high-end, precise, and quietly confident — the kind of brand that signals depth without needing to spell it out.
Market Central
Market Central is a residential community in Cambridge, Massachusetts, made up of five distinct buildings under one master brand. The creative challenge was real: how do you hold that much variety together without losing coherence? The answer was a form of disciplined simplicity — a visual and verbal system flexible enough to express an entire range of experiences, while remaining unmistakably unified. Five buildings, one brand, and a lot of energy held in careful balance.
