From 2016-2020 I worked at the High Line where I helped refresh their branding as well as design and art direct many of their materials. Here are examples of some of the work that was done there. Check out www.thehighline.org for their website redesign.
To get a more detailed description of my experience at the High Line and the things that were done there, check out the blog post ‘My 3 year High Line love affair.’
Studio: Red Antler
Creative Director: Simon Endres
Team: Stinne Wilhelmsen, Lauren Sheldon, Tran Huynh
Photography: Henry Hargreaves, Suzanne Saroff
I was part of the initial branding team for Allbirds, the super loved-by-everyone sustainable shoe company and literally the most comfortable shoe in the world. It’s like walking on clouds, I have a few pairs myself! While I left before the project was totally complete, there are elements I made big contributions to (like the logo and the symbol!) A piece of my heart and soul went into this work. They’ve been doing a fantastic job staying consistently on-brand and beautiful.
Pinks is a rock’n’roll ‘Kustom Kulture’ inspired bar and eatery in the East Village. Hot Rods, drag racing, tikis, pinstripes, pinup girls, DIY and art (Ed "Big Daddy" Roth and Rat Fink, Von Dutch). It was quite fun to explore and see this brand come to life, including some play in copywriting.
Avi Burnbaum & partners did a great job making the place fit the theme with custom car hoods and motorcycle chains. Pinks spread into a thriving catering business, including serving food at various music venues in the city: Webster Hall, Terminal 5, Governor’s Ball and various Kustom Kulture themed festivals.
Pinks Tacos can also be found upstate NY at Stickett Inn. The wolf and some other artwork at the venue created by Robert Piersanti. Check out Pinks and get your fixx at 242 E. 10th St in NYC.
Pinks Cantina—a sister restaurant to Pinks—is a New York Taqueria that combines the grit of the Lower East Side with traditional Mexican cuisine and clever fusion dishes. It was an interesting design challenge in how the look and feel could look the same or totally different from Pinks. We landed on this Mexican street meets L-E-S style with fun, bold, simple language, colors, and photography. Copywriting created in collaboration with Corey Lewis. Find them at 203 Chrystie St in NYC.
Client: Alexandria Real Estate Equities, 'wichcraft
Studio: Opto Design
Created the entire restaurant identity. Located on a unique garden plaza overlooking the East River, Riverpark represents a dynamic new culinary destination in Manhattan’s Kips Bay neighborhood. Riverpark reflects Tom Colicchio’s overall vision as restaurateur, showcasing his thoughtful approach to dining. Chef Sisha Ortúzar developed the concept for Riverpark and provided the creative vision for its modern American menu, which can be enjoyed along with beautiful views of the East River.
Client: Alexandria Real Estate Equities, 'wichcraft
Studio: Opto Design
rowing amid the skyscrapers and bustling streets of New York City, the Riverpark Farm at Alexandria Center™ is New York City’s “most urban farm.” Located at the end of East 29th Street in Kip’s Bay, the Farm supplies fresh, local produce to the adjacent Riverpark Restaurant and creates a unique green space on what will become the west tower at the Alexandria Center for Life Science – New York City. Mural illustrated and painted by Felix Sockwell.
Client: Craft/Tom Colicchio
Studio: Opto Design
Originally built in 1887, Topping Rose House has been renovated into a luxury hotel and restaurant in Bridgehampton, completely operated by Tom Colicchio. The restaurant opened September 2012, with the rest of the property set to open May 2013. The logo was created to be flexible. The abstract green rose can be swapped with appropirate images, to give room for a fun and quirky identity.
Client: The Standard Hotel, Miami
Studio: Alex Kellas; Pandiscio Co.
Identity design for LIDO restaraunt at The Standard Hotel in Miami. I created the logo and illustration for the menus, matches and business cards. It’s an organic meat and fish restaraunt, so look for the cows making love through out the illustration and other surprises.
Client: Amnesty International USA
Studio: Opto Design
Initially, this project began with the creation of a typographic design system for all future Annual General Meetings. Compacting all the necessary information into one place, this system opened up the canvas to create campaigns based around the location and theme of the event, which is different every year. In 2010, the AGM was in New Orleans, with the theme "All rights for all people". Along with lots of new merchandise, I also created videos for the screens behind the stage.
Client: Amnesty International USA
Studio: Opto Design
Photographer: Dan Wilby
After creating the typographic identity system for the 2010 AGM, it left the canvas open for the following years to focus on the theme and location of the event. This 2011 Annual General Meeting, located in San Francisco, was also Amnesty International's 50th anniversary. I came with this concept based on the theme shine a light. I also created videos for the screens behind the stage.
Client: New York Public Radio
Studio: Opto Design
I created the logo and identity system for On [The Media], a popular program on WNYC. By definition, the square brackets are used to enclose explanatory or missing material usually added by someone other than the original author, which made total sense to use for OTM because their shows are all about digging deeper into the news, exploring, and finding out the truth behind it. I did not do the website, but you can see the brand come alive in it.
Client: New York Public Radio
Studio: Opto Design
I've worked on various projects for New York Public Radio over the years while at Opto.
I created the logo for the gallery and designed for its' monthly art shows from 2005-2008. The logo with the shoes is a mark of the gallery's territory on Jersey City art. There actually are sneakers hanging in front of the building on the telephone lines. With each month being a new show, work included flyers, window vinyls, t-shirts, buttons and whatever else we could afford to do. Besides art shows, the gallery was also a local venue for various experimental performances, live music, and yearly events. The logo is flexible and can change depending on the event. Orlando Reyes was the curator, and he did a great job at getting quality art up on those walls. Lots of great artists were shown, great music was played and great events took place. RIP 58.
Client: Ford Foundation
Studio: Opto Design
Created in 1936, Ford Foundation is one of the oldest non-profits. After 72 years of not having a solid identity, they hired Opto to create their brand. The new identity was revealed with the 2008 Annual Report to express Ford Foundations’ new look and feel, as well as their strategy.
For their 75th anniversary, we created a custom mark based on the new logo, and created a more festive design for use in events held during this milestone year.
www.fordfoundation.org
Client: Frito Lay
Studio: Wolff Olins
Art Direction: Todd Simmons, Bill Darling
Photographer: Plamen Petkov
Food Stylist: Victoria Granoff
Chosen direction for the new healthy nut brand from Frito Lay. It's the second product Frito Lay has launched in over 30 years. Art directed photoshoot for the nuts. Launched in February '08, they now can be found at Target, CVS, Walmart and Sam's Club. What's your TrueNorth?
In 2009, TrueNorth was awarded the winning title at the American Package Design Awards by GDUSA.
On this page I am also showing a proposed concept direction I had done for the initial presentation. I drew the type and the illustrations were inspired by the illustrator Para. I tried to portray the feeling of genuine, American roadside signage (apples 5 miles ahead kinda thing).
