ROLE: Creative Director, Project Manager, Designer
AIDS Walk New York, the marquee fundraiser for GMHC (Gay Men's Health Crisis, Inc.), is an annual event that raises essential funds to support the agency's comprehensive safety net of social services, including free HIV/STI testing, housing, food, mental health counseling, and more.
My work for AIDS Walk New York 2024 encompassed theme concept development, brand identity creation, campaign project management, and comprehensive print and digital design for all advertising and communication materials.
Category: campaigns, branding, event identity
Additional Credits: Jacob Entenman (Digital Media Coordinator, GMHC), Kirshna Stone (Director, Community Relations, GMHC), Lesley Enston (GMHC), Kim John (GMHC), Thom Medrano (GMHC), New Tricks (web design), Mesmerize (promotional videos), BRIC (promotional videos and event archival capture)
ROLE: Creative Director, Designer
In early summer 2022, New York City became an epicenter for the national MPOX virus outbreak. GMHC responded proactively by creating a culturally responsive social media campaign to educate the communities most affected. Our tagline “MPOX FYI” emphasized the campaign's educational focus, making vital health information accessible to those who needed it most.
Category: campaign, social media
Additional Credits: Jason Cianciotto (VP of Policy & Communications, GMHC), Krishna Stone (Director, Community Relations, GMHC), Meredith Hobbs (Writer)
ROLE: Creative Director, Editor
GMHC (Gay Men's Health Crisis) sought a visually compelling method to showcase its mission and values at events. I addressed this need by creating a concise promotional reel that blends archival and current images and video footage, enhanced with animated text and music.
Category: branding, identity, video
ROLE: ART DIRECTOR, EDITOR
Atelier is the community magazine of the New York School of Interior Design (NYSID). My team redesigned and relaunched the publication, transforming it into a bi-annual digital and print vehicle for sharing compelling stories about NYSID alumni, faculty, and students. As the editorial and art director, I drove the project from concept to production, building a visual and narrative content strategy to reflect the college’s brand image.
Additional credits: David Owens-HIll (Chief of Staff, NYSID), Jen Dorr (writer), Laura Catlan (writer), Leslie Robinson (copyeditor), Matthew Septimus (photography), JMT Communications (printer)
ROLE: UX & UI DESIGNER
Social Act helps people make informed social media choices and build a healthier relationship with digital technology. It's a tool for managing social media as a human, not a brand.
This is a fully functioning prototype.
ROLE: ART DIRECTOR, PROJECT MANAGER
My team at the New York School of Interior Design partnered with the marketing agency CCA to produce a brand engagement video that communicates the unique qualities of the college’s community and academic experience.
Category: video, branding
Additional Credits: David Owens-Hill (Chief of Staff, NYSID), Laura Catlan (Marketing Consultant, NYSID), Kiera Lacy (Account Supervisor, CCA), Karen Dolge (Director of Media Planning & Buying, CCA)
ROLE: ART DIRECTOR, DESIGNER, PROJECT MANAGER
The goal of this admissions campaign for the New York School of Interior Design was to create a convincing portrait of the college, one that showcased both benefits and features of a NYSID education. Image and design driven, the campaign gives prospective students a strong sense of place and atmosphere.
Category: campaigns
Additional credits: David Owens Hill (Chief of Staff, NYSID), Laura Catlan (writer), Jen Dorr (writer), Matthew Septimus (photographer), Mark La Rosa (photographer)
ROLE: DESIGNER, CONTENT DEVELOPER
I’m interested in the expanding market for services, products, and systems for older consumers. To explore this interest further, I created a self-initiated web project for a business that manufactures curb-less shower systems, an essential feature for aging in place home environments.
This is a fully functioning prototype.
Category: Web
ROLE: ART DIRECTOR
The “Alumni at Work” series comprises environmental portraits of New York School of Interior Design (NYSID) alumni in their workspaces. The images give prospective students a glimpse of their future, working as designers in beautifully crafted and dynamic spaces. I strategically deployed these aspirational photographs across all marketing channels, using them most prominently in the redesign of the College’s high-profile view book and it’s community magazine, Atelier.
Category: art direction
Additional credits: Matthew Septimus and Jason Gardner (photography)
ROLE: ART DIRECTOR, CONTENT CONTRIBUTOR
Partnering with the creative agency Big Duck, our in-house team developed a cohesive brand system and comprehensive marketing strategy. I collaborated with Sandy Zimmerman, art director at Big Duck, to create new visual identity guidelines. I was also a key member of the marketing committee that choose Big Duck and worked with them to develop the messaging and communications strategies.
Category: brand identity
Additional credits: Sandy Zimmerman (Art Director, Big Duck), Samantha Hoover (former Director of External Relations, NYSID), Celeste Collins (former Director of Admissions, NYSID), Dan Gunderman (Creative Director, Big Duck), Elizabeth Ricca (Vice President, Big Duck)
ROLE: ART DIRECTOR, PHOTOGRAPHER
I produce and direct campus photo shoots for the New York School of Interior Design (NYSID) on a regular basis, generating custom photography for digital and print marketing campaigns.
Category: art direction
Additional credits: Jason Gardner (photography); Mark La Rosa (photography)
ROLE: ART DIRECTOR, CONTENT MANAGER
I am a key member of the team responsible for the development of the New York School of Interior Design’s website. While working with limited financial and staff resources, my colleagues and I have balanced aesthetic and usability concerns to produce a product which serves the needs of key audiences.
Category: web
Additional Credits: David Owens-Hill (Chief of Staff and project lead), Phyllis Greer (Communications Coordinator), Jason Gardner (photography)
ROLE: ART DIRECTOR, DESIGNER
The Institute of Continuing and Professional Studies (ICPS) is the New York School of Interior Design’s continuing education division. In anticipation of the division’s web relaunch, I deployed a flat design aesthetic across all marketing collateral that allowed me to simplify the messaging, and focus on easy to remember calls to action (re-skill, up-skill, new skill).
Category: Print, Digital, Enviromental
Additional credits: Leyden Lewis (Head of Institute for Continuing and Professional Studies, NYSID), David Owens-Hill (Chief of Staff, NYSID), Phyllis Greer (Communications Coordinator, NYSID)
ROLE: ART DIRECTOR, DESIGNER
Pre-College, one of the New York School of Interior Design’s most popular programs, is a gateway to the College’s undergraduate degree programs. I worked with the Director of Admissions to create an integrated campaign to convey the excitement of studying interior design in New York City with professional practitioners.
Category: print, digital, email marketing, photography
Additional credits: Celeste Collins (former Director of Admissions, New York School of Interior Design), Samantha Hoover (former Director of External Relations, New York School of Interior Design)
A collection of patterns for web and print.
ROLE: ART DIRECTOR, DESIGNER
The final—and crucial—recruiting piece for the New York School of Interior Design (NYSID), the enrollment guide seals the deal by detailing an accepted student’s next steps in a logical, well organized layout. Not only must it be inexpensive to produce, it must have high impact. Print copies are included in acceptance packets; the link to the interactive PDF is sent via email.
Category: print, digital
Additional credits: Celeste Collins (former Director of Admissions, NYSID), Samantha Hoover (former Director of External Relations, NYSID)
ROLE: ART DIRECTOR, DESIGNER
The New York School of Interior Design’s Annual Gala is the marquee fundraiser for the College, with proceeds supporting scholarships and achievement awards. Given the event’s importance, the print collateral must make a significant visual impact on potential attendees.
GALA 2018
My brief was to create a luxurious design for the Annual Gala 2018 invitation. Drawing inspiration from the work of legendary interior designer, Albert Hadley, after whom one of the gala awards is named, I choose a Hadley drawing to feature prominently in all collateral. This drawing informed my decision to juxtapose the geometric, severe sans-serif typeface Flama with the rounder, more embellished serif Requiem, an allusion to Hadley’s architectural approach to interior design, in which decorative elements work in counterpoint to the structure of the room. I specified a soft touch coating and gold foil stamping for the cover, which enhanced the tactile nature of the piece.
GALA 2017
For this invitation, the Gala committee asked for a less formal but still elegant design. Using a wall paper pattern on the cover, designed by important past faculty member Inez Croom, I created an understated invitation that conveyed the significance of the event.
I also designed a notecard set for the gala attendees. These vertical bi-fold, side hinge cards feature seven Croom wallpaper designs.
GALA 2015
The gala committee wanted the 2015 invitation to reflect the streamline moderne style of the Rainbow Room, the fabled restaurant atop 30 Rockefeller Plaza where the Gala was held that year. In addition to designing the card, I created the vector illustrations for the outside panels.
Category: print
Additional credits: David Owens-Hill (Chief of Staff, New York School of Interior Design), Joy Cooper (Director of Development, New York School of Interior Design), Elizabeth Kogen (former Director of Development, New York School of Interior Design)
These are some examples of my personal photography.
ROLE: ART DIRECTOR
I designed the New York School of Interior Design’s exhibitor booth at Dwell on Design Los Angeles, an interior architecture and design trade show.
Category: environmental
Additional credits: Samantha Hoover (former Director of External Relations, NYSID), John Minieri (former Public Programs and Exhibitions Manager, NYSID), Celeste Collins (former Director of Admissions, NYSID)
ROLE: ART DIRECTOR, DESIGNER
Partnering with the creative agency Big Duck, I helped create a successful print ad campaign for the New York School of Interior Design (NYSID). The goal was to persuade career finders/changers and traditional aged students to apply to the College. We emphasized how a NYSID education can lead to professional success. A key component of the campaign was to show real students in studios and classrooms.
Category: print, advertising
Additional Credits: Sandy Zimmerman (Art Director, Big Duck), Samantha Hoover (former Director of External Relations, NYSID), Dan Gunderman (Creative Director, Big Duck), Elizabeth Ricca (Vice President, Big Duck)
ROLE: DESIGNER
This medal was designed for the William Breger Faculty Award, which is presented annually to outstanding faculty at the New York School of Interior Design (NYSID). The design was based on an illustration from an early College diploma.
Category: product
Additional credits: Ellen Fisher (VP, Academic Affairs, NYSID), Elizabeth Kogen (former Director of Development, NYSID)
This is a collection of self-initiated cover designs for invented book ideas. All photography and artwork are my own.
ROLE: ART DIRECTOR
New York School of Interior Design (NYSID) works with a higher education marketing firm, Creative Communications Associates: CCA, to create digital creative for the College based on our team’s recommendations and suggestions. The idea was to build simple yet elegant text based graphics using patterns overlaid with gradients—eye catching, compelling but not intrusive.
Category: print, digital, advertising
Additional Credits: CCA–Creative Communications Associates, Samantha Hoover (former Director of External Relations, NYSID), Celeste Collins (former Director of Admissions, NYSID)
ROLE: ART DIRECTOR, DESIGNER
The thesis/capstone exhibitions, which open in May and continue through the summer, are the culminating events of the New York School of Interior Design's academic year, and give graduating students an opportunity to show their work to industry leaders and to the public. The advertising posters must have visual impact and provide essential information but can’t compete with the work on view.
My solution to this challenge was to pair the text with duotone images from the previous year’s openings in a tint of the College’s signature color. The resulting compositions, distinctive and powerful yet unified and resolved, complement the projects instead of diverting attention away from them.
Category: print
Additional credits: Jason Gardner (photography)
ROLE: ART DIRECTOR, DESIGNER
New York School of Interior Design’s events program plays a critical role in raising the College’s visibility. The print and digital collateral is a major component of the integrated campaign for promoting the lectures and exhibitions to audiences outside the College community.
Since it’s crucial that our audience remain engaged with the content, we change the collateral format on a regular basis. Despite the success of the french-fold brochure (Fall 2017), our team decided it was time for a new design. We choose a roll fold (Spring 2018) in order to lead our readers through the information in an orderly fashion. Two requirements for the new format were more images, and a small perforated calendar. The perforations allow the recipient to tear off a summary of the season that can be pinned to a bulletin board, or easily stored in a pocket book or knapsack. The perforations also add a subtle textual element.
Category: print, digital
Additional credits: David Owens-Hill (Managing Editor), Hannah Batren (Public Programs and Exhibitions Coordinator)
ROLE: ART DIRECTOR, DESIGNER
The Institute of Continuing and Professional Studies (ICPS) is the New York School of Interior Design’s continuing education division. Working with a limited budget, I was asked to design compelling collateral for the Spring 2018 campaign. I created a playful typographic for the bulletin cover, and for all digital graphics. I also strategically placed original photography throughout the collateral.
Category: print, digital
Additional credits: Leyden Lewis (Head of Institute for Continuing and Professional Studies), David Owens-Hill (Chief of Staff)
ROLE: ART DIRECTOR, DESIGNER
I designed this digital invitation for a special New York School of Interior Design (NYSID) Alumni event. Related but distinct from the NYSID Brand, the piece represents a different mixture of the College’s visual identity elements.
Category: print
Additional credits: Samantha Fingleton (writer), George Peters (co-designer)
Fun House Interiors
Self-initiated logo design project for a interior design and relocation services firm that serves a wide range of clients, from millennials setting up their first home to baby boomers struggling with downsizing. Whatever the project, the team at Fun House believes that your home should be a continual source and a site of pleasure, and wanted that ethos expressed in their logo.
Happy Stone Productions
Self-initiated logo design project for a small production studio serving clients new to the video and motion graphics. Riffing on the staid Prudential rock logo, the Happy Stone rock is solid and secure but also upbeat and uncomplicated. It’s unpretentiousness and approachability reflect the simplicity of it’s vector origin.
ROLE: ART DIRECTOR
This high profile publication celebrating the New York School of Interior Design’s centennial had to stand apart from the suite of College marketing collateral while adhering to brand guidelines. Working with JAK Design, we achieved this by making extensive use of archival images, and letting those visuals drive the design process. Part of a larger effort to reconstruct the College’s history, the piece shows how the College’s development mirrored the growth of the interior design profession.
Category: print
Additional credits: JAK Design (design), Jen Renzi (writer), Samantha Hoover (former Director of External Relations, NYSID), Amy Gillman Kennard (Project Manager), Nora Reilly (Archivist)
ROLE: ART DIRECTOR, DESIGNER
The goal of this brochure, produced every two years, is to promote the graduate programs at the New York School of Interior Design (NYSID) by driving prospects to the College’s website. It is heavily used by the Admissions team as well as the Academic Affairs office.
Category: print
Additional credits: Samantha Hoover (former Director of External Relations, NYSID), JAK Design (Designer, 2018 version), David Owens-Hill (Chief of Staff, NYSID)
I designed new banners for the NYSID Graduate Center displaying the College’s name spelled out instead of the square wordmark / logo, which would have fit awkwardly in the vertical rectangular format.
Category: environmental branding (experiential)
Additional credits: Ace Banners
ROLE: ART DIRECTOR, PROJECT MANAGER
Catalog for exhibition of watercolor and gouache paintings by Jeremiah Goodman.
Category: print
Additional credits: Lara McCormick (designer), Judith Gura (writer), Brent Peterson (Managing Editor)
ROLE: ART DIRECTOR
As part of an ongoing effort to showcase student achievements and to inspire prospects, this publication was devoted to thesis and capstone projects produced during the previous academic year.
Category: print
Additional credits: Lara McCormick (designer)
