Branding

smrt frms LLC

The creative process for the TAB Spend Super Bowl commercial began with a focused ideation phase, where I collaborated closely with internal stakeholders to define the campaign’s core message: empowering users to take control of their spending. We explored multiple narrative angles, from humorous to inspirational, ultimately landing on a bold, fast-paced concept designed to cut through the noise of Super Bowl advertising. I led brainstorming sessions, developed visual moodboards, and crafted early concept scripts that aligned with both the product’s unique value proposition and the expectations of a high-impact broadcast slot.

Miscellaneous

Here's a small sampling of other projects I've been a part of. The Dresswell identity was inspired by tuxedos and the concept of... dressing well. The logo mark was designed to feel like it was from the fifties, something you would have seen on a box of laundry detergent from your grandmas shelf. The colors were chosen to evoke cleanliness and freshness and be reminiscent of something you might see in the cleaning aisle. 

Snowdragons was a soccer team my daughter was part of for years, I wanted her to be proud of her team and have something to show off to her friends and feel like a real pro. It was inspired by traditional football club crests and brought in a fun illustration to keep the kid friendly feel.

The Good Karen is a small reiki business that I created an identity for. She wanted to reject the typical 'Karen' stereotype. It utilizes gold foil on a thick, dark business card stock to evoke the mystical nature and the two o's overlap to symbolize the 'third eye'.