As Senior Creative at Boingo Wireless there were a lot of hats to wear to say the least. Other than amazing views of Los Angeles from our offices, I enjoy working on variety of projects that manifest themselves in digital platforms, physical objects and surfaces. I try to push the boundaries of designing for a complex technology company and add as much sense of humor and humanity to it.
PANGEA is a collection of swimwear for the worldly man. It embodies the notion that there is always more to discover, more to do, more to see. Created on the belief that true adventure is the exploration of the unknown. PANGEA is currently sold at Nordstrom amongst other retailers.
As the design director, I worked directly with the founders, board members and, pattern makers and clothing designers to create the brand from ground up and the branding system that was applied across all channels including ecommerce, events, print, product and life style photography and social. The brand is also an integral part of the collection design and was defined by it.
I have been the guitarist in a four piece band called My Satellite blending elements of post rock, indie pop and electronica. I also collaborate with other bands in the US as a guitar player, songwriter, creative director and designer. I have concepted and executed content and branding elements for records, merchandise, event design, social media, film and web design to tell a cohesive story from music to visual language.
As a huge movie fan, it has been an honor working with many independent filmmakers as well as major studios and entertainment agencies on multiple launch campaigns. Working closely with each team to realize their vision, push the boundaries of creativity and create iconic elements.
Background
LA Weekly has been the premier source for award-winning coverage of Los Angeles music, arts, film, theater, culture, concerts, and events since 1978.
My Role
As the conceptual and hands-on design and art director for the paper, I worked closely with editors, booked and oversaw the process with illustrators, photographers and photo editors to bring cover stories and editorial features to life. I was able to push the boundaries of creativity and design and create some of the most iconic visual stories for the paper. I worked with the web team on design and content. Also, during this time I was able to contribute as a writer for some of the art, music and cultural stories.
In the past decade I've worked with entertainment and technology brands to create not only their traditional branding and design but also their digital presence.
Art direction, design and branding for POP TV's website, Style Network and ShortxShort are some examples in this area. I also worked with in-house teams and clients to bring these digital platforms to life.
HauteLook is a member-only shopping website offering flash-sales and limited-time sale events with top brands in women’s and men’s fashion, jewelry and accessories, beauty products, kid’s clothing and toys, and home décor. As the art director my responsibilities ranged from overseeing and managing a team of designers, UI, UX and content editors. I worked on rebranding, content creations, e-commerce, app design, art directing photoshoots, email marketing and capsule collection digital experiences.
I collaborated with Rossano Ferretti, celebrity hairstylist, to create one of a kind print ads and out of home executions.
For many years, I had the opportunity to work with two LA cultural powerhouses: Indian Film Festival of Los Angeles and West Hollywood Book Fair. To concept and design their annual events' advertising and experience, I worked with different artists or illustrators, directed them and brought print, OOH, event and digital presence of the festivals and fairs to life.
Working on a project like 2e: Twice Exceptional, outlining the growth, struggles and profound potential of the brain of the autistic child was an important learning experience for me, providing invaluable look Into one of the most complex and rarely understood states of the human brain. Working closely with The Bridges Academy and the diverse screenwriter, director and producer Tom Ropelewski, 2e and it’s sequel shed light on miraculous new breakthroughs in educating these gifted youth.
Drawing the main aesthetic from the very poignant stills from the film we created key art, postcards, mailers email campaigns and a masterfully composed viewer’s guide which is helpful on its own in understanding 2e behaviors for parents to learn from.
My approach to creation has always been based in tactile manipulation of any given tool. The basic push and pull of tenebrism, gestalt, and a chance to capture visceral and sublime emotion in a pure and honest way. The catharticism of focus on a single tool with the with its primitive constraints seems to keep me fresh and allows expressiveness in a very rudimentary way. The act of drawing, etc is a necessary palette cleanser for another sterile screen that plugs into a wall.
I find a lot of gravity and beauty in the simplest emotion, love or loss and how visual environments, though banal signage to sentimental ephemera can be depicted poignantly.
Simple. Visceral. Things that are taken for granted. They’re are more than there are stars in the sky.
