CONSUMER GOODS AND STYLE GUIDES
I have worked on large scale eCommerce sites (designing the stores themselves and the merch within them when a project demands it) and built brands used by large teams and groups of vendors. Style guides are essential to success with all these projects - they provide a senior creative’s touch that allows even small teams to create assets at scale while keeping the brand’s delight intact (the human touch, at scale). I will be adding new material to this case study throughout the day [9/30/25].
Crooked Coffee brand and style guide
I worked with Crooked Media’s marketing team to develop the Crooked Coffee brand, a subscription services offered to fans (they preferred the dark roast). It was important that the brand captured the spirit of Crooked podcasts but was also light and approachable - some mornings are rough. We created a cheeky brand (literally and figuratively) that connected with fans and established a new revenue stream for Crooked.
Crooked Media and Vote Save America Style guides
I developed the brands and style guides for Crooked Media and Vote Save America, its voter outreach program. These brands had to work with design teams and vendors across the country with varying degrees of design experience. These systems were built to respond quickly to changes in the news, so the brands themselves and the CMS’ the sites were built within were able to react in realtime (new merch releases, new funds spun up quickly to meet the moment).
Crooked store and product design
Merchandise provided Crooked Media with an additional revenue stream as well as another route of influence. A few viral moments, along with coordinated promotion via a dynamic Shopify email workflow and in-house ad reads helped drive Crooked’s audience to its store. I worked with the eComm team to make designs responsive to audience preferences and helped turn the Crooked store into a destination for its audience.
Character design and Design for gaming
While at working at GLOW I oversaw the development of mobile and web-based games. These light, branded game experiences have returned to fashion as companies look for new ways to reach a hyperstimulated audience. Games provide a positive brand association rather than an interruption and are increasingly turned to for engagement.
