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Portfolio

Selected work.

Strategic creative for studios, brands, and platforms.

Studio Systems

Shadowbox Studios

Global studio branding, spatial systems
Entertainment

Madison Wells Live

Visual consultation, archival systems
Brand Systems

F45 NYC

Multi-location campaigns, retention frameworks
Rebrand

Expawers

Identity, website, logistics platform
Platform

Foxtale Community Platform

Community management, UX systems
Luxury

Crowned Koi

Brand identity, editorial commerce
Theater

Runyonland Productions

Cultural storytelling, theatrical campaigns
Lifestyle

Green Apple Golf

Brand building, experiential identity
Visual R&D / Applied AI

Workfusion

Photography, synthetic identity systems
Brand Systems

Rep Collective

Multi-location fitness, member experience

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Studio Systems

Shadowbox Studios

Shinfield and Shadowbox are large-scale studio campuses operating at the intersection of entertainment, real estate, and production infrastructure. The core challenge was not simply to create a brand, but to develop a communication system capable of expressing scale, capability, and long-term ambition without relying on spectacle or promotional excess.

The work focused on translating complex physical assets—sound stages, production facilities, and support infrastructure—into a clear, confident visual language that could function across partner conversations, pitch materials, and internal alignment. Hierarchy and restraint were prioritized so that scale emerged through structure rather than volume.

Environmental and spatial applications extended the system into physical space, reinforcing consistency between message and environment. Wayfinding and contextual brand moments were designed to feel purposeful and composed, supporting navigation and orientation without overwhelming the architecture itself.

Throughout the project, materials were designed to support serious conversations with producers, studios, and decision-makers—where credibility, clarity, and legibility matter more than visual novelty. The result is a flexible framework that can grow alongside the campuses while maintaining a consistent, authoritative presence.

Selected materials shown. Some content withheld due to confidentiality.

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Entertainment

Madison Wells Live

This work supported Madison Wells Live across a range of live entertainment initiatives, spanning pitch development, visual consultation, archival content, and commercial video. Much of the work existed in high-stakes environments, where materials needed to clarify ideas quickly while remaining adaptable as projects evolved.

Pitch decks were treated as narrative tools rather than static documents. Layouts were designed to support spoken storytelling, allowing presenters to lead conversations while visuals reinforced structure, tone, and pacing.

Visual consultation extended across multiple projects, ensuring alignment without flattening creative nuance. Rather than enforcing a single visual style, the work focused on establishing systems that could flex to support different concepts and audiences.

Archival and commercial video assets complemented the static materials, providing motion-based storytelling that could support positioning without over-defining outcomes.

Across all deliverables, the emphasis remained on clarity, restraint, and credibility—creating materials that feel confident in the room and useful over time.

Selected materials shown. Some content withheld due to confidentiality.

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Brand Systems

F45 NYC

This ongoing partnership supports multiple F45 locations across New York City through campaign frameworks, brand systems, and retention-focused creative designed for real-world execution.

Rather than producing one-off campaigns, the work centered on building repeatable structures that could scale across locations while allowing for local nuance. Campaign systems were developed to be modular, enabling teams to deploy quickly without diluting the brand.

In-gym applications reinforce consistency across physical environments, creating a cohesive member experience regardless of location. Creative assets were designed to function within the operational realities of busy studios.

Retention and loyalty initiatives were integrated directly into the creative system, ensuring they felt like a natural extension of the brand rather than an afterthought.

The result is a long-term creative partnership grounded in operational thinking, where design decisions are informed by how the brand functions day to day.

Selected materials shown. Some content withheld due to confidentiality.

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Rebrand

Expawers

Expawers is a real-world service business that required a full rebrand alongside a comprehensive digital and operational rebuild. The project spanned identity, website design, platform thinking, logistics tooling, and video—each designed to support both customer experience and internal operations.

The work began by understanding how the business actually functions: scheduling, transportation, coordination, and communication. The brand identity was then developed to establish clarity and trust across these touchpoints.

The website was rebuilt to serve as both a customer-facing experience and an operational tool, prioritizing clarity and ease of use over unnecessary complexity.

Platform and app components were designed around real-world constraints, focusing on pickup logistics, scheduling, and coordination.

Video assets support onboarding, communication, and brand storytelling, reinforcing consistency across channels.

Together, the work forms a cohesive ecosystem where brand expression and operational functionality reinforce one another.

Selected materials shown. Some content withheld due to confidentiality.

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Platform

Foxtale Community Platform

Foxtale is a community-driven platform designed to support clear, scalable communication between internal teams and members. The work focused on usability, structure, and tone, ensuring the platform could grow without becoming unwieldy.

User-facing screens were designed to reduce friction and reinforce a consistent voice.

Administrative and support views were structured to streamline moderation and communication behind the scenes.

The result is a platform that balances flexibility with order, supporting both community engagement and operational clarity.

Selected materials shown. Some content withheld due to confidentiality.

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Luxury

Crowned Koi

Crowned Koi is a luxury brand built for collectors and enthusiasts, where trust and restraint are essential. The work focused on creating a visual and editorial system that emphasizes consistency, confidence, and long-term credibility.

The identity system establishes a calm, considered tone that carries across all touchpoints.

Product photography and content are treated editorially, allowing the objects themselves to remain the focal point.

Digital applications reinforce the same sense of care and consistency.

Selected materials shown. Some content withheld due to confidentiality.

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Theater

Runyonland Productions

This work supports theatrical and live entertainment projects through creative development, key art, invitations, and campaign materials designed to communicate tone and narrative.

Visuals are crafted to reflect the emotional and cultural context of each production.

Printed and digital materials extend the visual language into invitations and promotional touchpoints.

The approach balances expressive storytelling with clarity, ensuring materials feel evocative without overshadowing the performance itself.

Selected materials shown. Some content withheld due to confidentiality.

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Lifestyle

Green Apple Golf

Green Apple Golf is a modern lifestyle brand that reimagines golf culture through identity, apparel, and experience. The project explored how heritage and contemporary sensibilities could coexist within a single system.

The brand identity balances familiarity with approachability.

Apparel and merchandise extend the brand into physical space.

Experiential moments reinforce community and participation.

Selected materials shown. Some content withheld due to confidentiality.

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Visual R&D / Applied AI

Workfusion

Workfusion represents applied visual research at the intersection of photography, AI-generated characters, and synthetic identity systems. The work explores how emerging technologies can be integrated thoughtfully rather than used as novelty.

The focus is on realism, coherence, and consistency across outputs.

Comparative and exploratory visuals examine how synthetic elements interact with traditional photographic language.

This work informs broader thinking around future-facing visual platforms and identity systems.

Selected materials shown. Some content withheld due to confidentiality.

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Brand Systems

Rep Collective

Rep Collective is a fitness-driven community brand centered on identity, culture, and shared experience. The work supports brand expression across apparel, environment, and campaign moments.

Design decisions emphasize cohesion and clarity across physical and digital spaces.

In-environment visuals reinforce atmosphere and community engagement.

Selected materials shown. Some content withheld due to confidentiality.

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