Ludique

A fresh take on a heritage skincare brand with a complete overhaul from logo, positioning, creative executions, store design and packaging. Inspired by the interserction of nature and science (the brands core marker)... the new ORIGINS is completely upgrading the perception of the brand, Including a callout to it’s OG status by adding “1990”. Putting a stake in the ground as the ORIGINAL brand to pioneer the “natural beauty” movement thus becoming the benchmark in the industry for efficacy, stylish design and sustainability.

It’s time to INVENT YOURSELF with wellness and self-care as the catalyst! A total brand overhaul and reset (from brand positioning to packaging and product offering), we positioned LAB SERIES as the modern go-to for men’s skincare, where everyone can embrace looking good. Male consumers have traditionally been spoken to in conventional fill-out-the-form/boxes to check such as “masculine”, “for men”, “male”, but a new generation of multiracial, nonbinary and intergenerational individuals are rising up and celebrating the beautiful complexities and nuances of who they are and what they are accomplishing, without strict definitions. The creative was developed to amplify this through a SERIES of modern and multi-faceted individuals using what was created in the LAB to embrace constant invention in the self. Stunning new packaging designs were created to increase desirability, fit in with a higher sense of design and let’s admit it… EVERYONE wants to have beautiful design to live in their bathrooms!

A premiere fragrance that fully captures the edgy and irreverent design sensibility that make the Alexander Wang brand so unique, alluring and identifiable.

Creative for a Brand Engagement program with a focus on top-tier clients.

Harry Winston Advertising and Brand Communications

The East Village is a Legend. Born in the creative clash of the ‘70s and rocketing to iconic status in the ‘80s, the neighborhood emerged as the epicenter of Cool, producing a galaxy of stars and shaping an indelible world view of the Culture of New York City.

Everyone was here. In that divine mingling, every kind of art was created, every kind of party was had, new genres of music were incepted, a different lens on film was captured. Lives were lived, and we were forever changed for the better. Right here