Good skin days ahead.

I was hired by Skin Laundry, a global laser facial medical company with a product line, as a consultant to conceptualize and perform a complete rebranding. Upon completion, was hired full-time as Creative Director to execute and roll out this new identity.

The role required acting independently, without the help of additional designers, and my ability to blend creativity with execution was instrumental during the company’s rapid growth. Over the last 5 years, Skin Laundry has expanded from 15 to 48 clinic locations, $10m to $60m in revenue and from 100 to 300+ employees.

My approach was to bring fun imagery and taglines to destigmatize “scary” lasers. Although the vibes are relaxed and friendly, the service is medical-grade. Skincare is beneficial for everyone, and should be accessible to all ages, races, genders, skin types and skin conditions.

Marketing claims and promises of magical transformations are not enough. Consumers are turning to evidence-based products that rely on scientific research and formulations. My intention was to leverage consumer trust of Skin Laundry’s medically-backed reputation and develop a packaging system with modularity and adaptability in mind. The re-designed system tapped into a beauty industry of informed consumers looking for products that harness the power of scientific studies and clinical trials to deliver real results.

The Paul Frank Industries licensing team requested a 360º campaign that focused on PF pajamas. I wanted to avoid the obvious scenarios like jumping on beds or pillow fights. My solution was to feature our models wearing the pajamas out and about!

Photography: Rennie Solis

Prop Stylist: Dane Holweger

After Paul Frank Industries was acquired by Saban Brands, the marketing possibilities were greatly amplified. I was fortunate to take the creative lead on many great projects and partnerships, including collaborations with McDonald’s, Nestle, and PanAm Airlines. Designing custom-branded Happy Meals, chocolates, and travel accessories was a treat!

In the early days, Paul Frank Industries operated under a vertical model with a small number of licensees. Once we made the switch to a licensing model, I quickly learned how to build brand bibles, seasonal style guides, packaging systems and art assets for a large number of licensees.

I developed global branding architectures that provided distinction for designs that appeared simultaneously in many retail tiers, allowing us to build unique but consistently branded collections with companies like Target, Babies R Us, kidrobot, and Trexi.

It’s a bird, it’s a plane, it’s… Julius’ Jetpack Journey!. What an amazing experience to take this concept. from turnaround sketches to small-scale mini- models to the final balloon soaring over the streets of New York during the Macy’s Thanksgiving Day Parade. I was fortunate to take the lead on a once in a lifetime opportunity and. I was even flown to South Dakota to take him on his inaugural flight!

I art directed the reimagining of the Paul Frank Industries family of characters "GROWN-DOWN" into their preschool selves. I provided brand authenticity and led the creation of branding and packaging style guides based on the bright color palette, creative spirit and lovable characters of Paul Frank.

This led to a new Julius Jr. series which ran for four seasons on Nick Jr. and was supported by top licensees, including exclusive partnerships with Fisher Price, Penguin Random House and many other notable brands.

The concept for this photoshoot was to showcase Paul Frank Industries’ bright apparel against a neutral landscape. My concept was to imagine a group of stylish explorers blasting off to the moon to look for the perfect vacation spot in a modern furniture “spacecraft.” I scanned vintage books about space for texture and imagery to add a playful D.I.Y. sophistication.

As Saban Brands lifestyle Creative Director, I pulled the strings on this photoshoot and related print advertisements.

I love wordplay and the challenge of coming up with puns for a particular project. A few examples of taglines I came up with are highlighted here, most of which were also designed by me.