G.S
A Digital Design Firm.
Highlighted Work:
DreamHost
Creative Direction, Design Leadership, Product Design, AI Tools & Workflows, Brand & Marketing Design, Brand & Product-led Storytelling
2022-2026
Leadership and advocacy of how the organization looks, feels, and communicates in the world, design and language, and its integral part of the business. Brand and product design, UX, AI, and leading leads. Brand principles and design team mentorship.
DreamHost Brand Guidelines and Design System
Scalable System, Design Direction, Product Design, Thought Leadership
2022-2026
Creative Director of the DH Brand Guidelines and the DH Design System, .design, created, managed, and maintained by the design team, becoming a product and a practice across the DH organization.
The DreamHost Dream Brand Thematic Image & Video Library
Creative Direction, Design Leadership, Thought Leadership, Art Direction, Brand Design, Content Creation.
2022
Creative Director of the DH Dream Image & Video Asset Library and Style Guide. The style guide outlines strict rules on the utilization of Generative AI tools with thematic categories and specific recipes for the creation of unique collaged, composite brand design content and creative assets that are brand right and ownable.
Fender®
Fender Play™
Brand Creative Lead, Campaign Direction, Campaign Execution, Art Direction, Photography Art Direction, Key Art, Graphic Design
Launched in 2017
Brand Design, Visual Design, Campaign Direction, Photography Art Direction, Key Art for the launch of Fender Play in July 2017.
A first of its kind video-based learning platform for desktop and mobile, innovating the guitar education landscape. Fender Play is designed to change the way beginning players learn how to play guitar through hundreds of easy-to-follow, instructor-guided video lessons utilizing a song-driven, personalized learning path that enables even brand-new players to master chords and riffs in minutes.
Fender Play directly inspired the creation of the Fender Play Foundation as a way to expand music education access beyond individual users and into underserved communities.
Fender Play was recognized for multiple awards: 2019 EdTech Digest Awards "Best Arts, Music, or Creative Solution." Winner “Education Campaign, Campaigns by Industry” Ragan’s PR Daily Awards 2017.
Fender®
Brand Email Style Guide
Creative Strategy, Digital Design, Visual Design
2018-2020
Brand Email Style Guide, hierarchy, messaging, and design templates across product and lifestyle categories, artist content, Custom Shop, Mod-Shop, and promotions.
EVRGRN™
Campaign Creative Direction, Photography & Video Art Direction, Key Art, Visual Design, Email Design, Retail Design, Packaging Design.
2022
Brand and Campaign Creative Direction for the launch of EVRGRN, an REI Private Brand, in 2014 with a promise that reconnecting is better outside. The look and feel had both a lighthearted vibe and a whimsical charm with illustration and on-location photography in San Francisco, Los Angeles, and the Los Angeles Mountains.
From the Archive:
DC Shoes™
Web Design, UX Design, Visual Design, Flash, Web Development
2001, 2002
Creative Direction, Experience Vision and Strategy, Product Design, Cross-Functional Design Leadership.
Brand
Creative Direction
Brand Alignment
Brand Strategy
Brand Principles
Branding & Identity
Brand Management
Campaign & Communications
Graphic Design
Key Art
Partnerships
Product
Product Design
Design Systems & Architecture
UX
Visual Design
Style Guides
Web & Native iOS
Prototyping, Testing, Refining
Design-to-Code
Agile Delivery
Embedded Product Teaming
Partnering with global brands and product-led teams to turn bold vision into scalable systems, refined experiences, and measurable enterprise value.
