STUDIES
MillerKnoll Dealer Rebrand
Role: Brand Architect & Creative Director
Struggling with a dated identity and fragmented messaging, a leading commercial interiors firm needed a strategic reset to facilitate its transition to MillerKnoll Certified Dealer status. I architected a new, original brand system to reflect the gravitas of their legacy as a modern design authority while ensuring seamless alignment with MillerKnoll’s global graphic standards.
By leveraging iconic furniture illustrations and positioning the brand as the region’s premier modern design connection, the system establishes immediate market credibility with sophisticated commercial audiences. Executed over a three-month sprint across a responsive website, social media, showroom experience, merchandise, vehicle fleet, and business communications, the cohesive ecosystem serves as a unified framework to drive increased brand salience, market relevance, and capital efficiency.
23% more engagement/audience salience
26% conversion/market penetration increase
41% unique site traffic/brand demand lift
70% more qualified leads/capital efficiency
Ray Eames:
A Century of Modern Design
Role: Brand Architect, Creative Director & Project Manager
To mark the centennial of designer Ray Eames, a unifying brand system was developed for a landmark exhibition. Leading the project’s strategic evolution from 2012 to 2014, I engineered a system promoting the first exhibit to explore Ray’s life and work as an equal partner in the Eames legacy. Leveraging her 50% contribution as a critical narrative shift, the project transformed the museum’s brand while driving market share, salience, and ROI.
I synchronized high-profile partners Eames Office, Herman Miller, and Lumens with an advisory council of regional arts leaders. This ecosystem was amplified across print, digital, OOH, and activations, including an Eames Pop-Up Shop, exclusive events, an exhibition "Inspiration Station" with activities sponsored by IKEA, and a documentary screening with director Jason Cohn and granddaughter Llisa Demetrios. The project raised $250K in sponsor revenue and repositioned the museum as a prestigious cultural authority, becoming the blueprint for my brand architecture approach.
3X social/audience salience growth
4X more site traffic/brand demand
250% media coverage/brand salience lift
400% ROI/capital efficiency
California Hall of Fame
Role: Brand Architect & Creative Director
Facing fragmented visibility across media, digital, and institutional channels, the California Hall of Fame required a unifying brand system capable of scaling and integrating a growing list of high-profile inductees' brands with the Museum and changing California gubernatorial offices. From 2010 to 2021, I spearheaded a unified brand system to synchronize 100+ high-stakes inductee brands, including Levi Strauss, Barbra Streisand, Bruce Lee, Steven Spielberg, RuPaul, Mark Zuckerberg, and dozens more, into a cohesive system for ten events hosted in partnership with Governors Arnold Schwarzenegger, Jerry Brown, and Gavin Newsom.
By leveraging the Museum’s “I AM CALIFORNIA” platform as the connective framework, the aligned system transformed an exclusive event for 300 guests into a hybrid experience open to all 40 million Californians. Including a digital toolkit, responsive microsite, live webcast, and a virtual exhibition, the 14th class system drove record-breaking brand salience and viewership among in-person, online, and national press audiences.
4X webcast viewers/market penetration
260% media coverage/brand salience lift
310% more engagement/capital efficiency
