Hi there! I'm Jeffrey, a creative leader who believes great design starts with a great story. I build imaginative, multi-channel visual solutions that are simple, clear, and effective.
With a blend of agency and in-house experience, I've worked on brands including Morgan Stanley, Motorola Mobility, AT&T, Verizon, HelloFresh, Absolut, and Camping World. Colleagues and clients know me as a collaborative partner who can turn a project brief into a clear creative direction, and who stays focused on results and growth.
My portfolio spans industries and clients of all sizes, and covers branding, identity systems, photoshoots, advertising, communications, packaging, and website design.
hellofresh
Created the first-ever U.S. brand guidelines system, establishing consistent visual standards across all channels as the brand grew. Saved roughly $300,000 in vendor costs by moving all direct mail production in-house. Led and accelerated digital creative through landing pages, paid social, and CRM campaigns. Introduced Asana to the Design and Marketing teams, creating a structured project intake process. Art directed weekly photo and video shoots in partnership with the in-house studio team. Managed and mentored 5 designers, ensuring work reflected brand guidelines, project briefs, and positioning. Along with positive brand momentum, the push of the newly-developed initiatives helped propel HelloFresh into the #1 U.S. meal kit spot.
Founder: FreshPride, LGBTQ+ Employee Resource Group
Following the same business model, HelloFresh expanded it's product offering into the wine category. I was tasked with branding the launch and maintaining the momentum by keeping a similar approach to the core cooking segment: MAKE WINE FUN. In an effort to make wine feel less intimidating, it was necessary to break down the stuffy stereotype and educate customers in a confident, casual and encouraging way. Backed by a brand people trusted, HelloFresh Wine was an instant success, offering members a monthly subscription of 6 red, white or mixed bottles.
crumbs bake shop
Using the provided logo and color palette, tasks included brainstorming and creating designs for several items to be sold in stores, including numerous packaging designs for desserts/sweets, social media and website graphics, and in-store promo and signage. In expanding it's product line to consumers, the new offerings raised awareness outside of the New York Tri-State area, to be picked up at Chicago-area grocery retailer Mariano's.
motorola mobility
Packaging, brochures, in-store signage, POP displays, billboards, and magazine ads for 75+ global smartphone and tablet launches, designed to the brand standards of Motorola, Android, Google, AT&T, Sprint, T-Mobile, and Verizon.
erika cole salon & spa
Erika Cole Salon & Spa has four, full-service locations in and around Long Island, NY. The locations were featured on Season 2 of CNBC's hit reality show: The Profit.
A complete overhaul was done to all venues, including the salon name. Due to the extensive revamp - a new brand was quickly born. All design, advertising, and social media materials were concepted and launched as the salons reopened their doors. Erika Cole has since been named one of 2015's Top 20 Best Salons in the Country, by industry leader: Salon Today Magazine.
android os
Developed by Google, Android is the world’s most widely used mobile operating system, powering phones and tablets around the globe.
Working closely with the global software team, I recreated high-resolution screens and intricate app icons for marketing materials of every kind, from internal sales training videos to billboards, in-store signage, and online and TV commercials. I also researched and selected device wallpapers, lifestyle gallery images, and the cast of characters that represented each phone’s target demographic.
I worked across the Android versions Eclair, Froyo, Gingerbread, Honeycomb, Ice Cream Sandwich, and Jelly Bean, keeping every asset accurate to the software as it evolved.
denim & soul
In the Fall of 2015, the Blues Jean Bar evolved into Denim & Soul, a high-end, laid-back luxury boutique featuring garments and lifestyle accessories for men and women. The locations were featured on Season 3 of CNBC's hit reality show: The Profit.
Lead role included art direction of photoshoots, hair & makeup inspiration and creation of mood boards which helped outline photoshoot personality and thought process. Tasks also included complete rebranding of all locations, with in-store signage, marketing and advertising and all web-related promo materials. Stores consistently see sales surge after promotional material is released and/or posted online.
Northalsted business alliance
"Boystown" in Chicago, Illinois is the commonly accepted nickname for the eclectic East Lakeview neighborhood, home to the first officially recognized gay village in the United States. Northalsted Business Alliance is the organization which supports all events and happenings in Chicago's vibrant LGBT community.
The large-scaled event tasks included the development of first-ever logos and consistent marketing materials for popular restaurants and Chicago summer festivals: PrideFest and Northalsted Market Days - both attended by crowds in excess of 200,000. Print/web advertisements, social media graphics and event banners were connected and completed in rapid succession. After the first fully-realized and branded campaign, Chicago PrideFest 2014 saw the highest attendance on record.
courage b
COURAGE b is a high-end, women's fashion brand - which designs and retails elegant clothing and accessories, with several locations around the U.S. The New York boutique was featured on CNBC's hit reality show: The Profit.
As a result from the show, all stores underwent a major renovation, as well as a complete revamp of the brand, marketing and advertising tactics. Duties included conception and art direction of elevated-feeling photoshoots, the cohesive building of email & social media campaigns, in-store signage and all printed marketing materials - to better align with it's product price point. The new brand of COURAGE b proved to be a success, with the company's highest sales numbers ever recorded.
camping world
With over 120 SuperCenters across the United States, Camping World is the nation's number-one retailer of RVs, RV accessories and RV-related services.
I joined Camping World, America’s RV & Outdoor Store, as a Graphic Designer, partnering directly with the VP of Creative on sales-driven marketing across print and digital: direct mail campaigns, in-store signage, annual catalogs, and social media graphics. When I returned as Art Director, I took on the creative leadership of the brand. I directed monthly marketing campaigns across 120+ U.S. retail locations, and mentored a team of 3 designers to keep every piece visually strong, on brief, and on brand. I also served as lead creative for 12+ rebrands of businesses featured on CNBC’s The Profit with CEO Marcus Lemonis, building new identities that expanded awareness and drove customer engagement. RV sales numbers steadily increased, directly correlated to consistent and well-branded marketing and advertising.
