Case Studies

Art Direction for Press Photo Shoot, Creative Strategy

Building the Brand Foundation for Hieronymus IV’s Debut Album Launch

OVERVIEW

Hieronymus IV is an emerging alternative rock band preparing to release its debut album "στίγματα" ancient Greek for "Stigmata". I was brought on to create their complete brand identity and launch strategy from logo and album packaging to digital presence and AI-powered content creation.

My goal was to build a cohesive, recognizable brand system that could attract new listeners, drive social engagement, and position the band for potential record label attention.

THE CHALLENGE

As an unsigned, independent band, Hieronymus IV faced the challenge of launching without major label support or resources. They needed a bold, distinctive brand identity that could compete visually with established artists in a crowded music landscape.

The project required far more than just visuals. They needed an entire branded ecosystem, one that could carry them from album release through fan engagement, merchandising, and beyond. The goal was to craft a professional, scalable identity that would resonate across both digital platforms and physical media.

MY APPROACH

I served as the sole creative director and strategist for this project, managing everything from concept to execution.

I developed the band’s full brand identity, including their logo, color palette, and typography, inspired by their dark, atmospheric sound.
I designed the album artwork and packaging, ensuring all files were prepared for both physical production and digital distribution.
I crafted a cohesive look and feel for social media, merchandising, and digital channels that would remain consistent across platforms.
I incorporated AI-powered content creation into their digital strategy, using generative tools to produce stylized video content designed to stand out in fast-moving social feeds.
I also guided them through foundational business processes, including setting up copyrights, social automation systems, and digital distribution tools.

KEY DELIVERABLES

Logo design and full brand identity system
Album artwork and CD packaging (print-ready and digital)
Merchandising assets and product designs
Website design and digital assets
Spotify branding and album artwork setup
Legal copyright guidance for band name and assets
Subscription setup for AI-driven social media automation (scheduling and posting)
Art direction for press photo shoots and video shoots
AI-generated video content for social media campaigns
Video editing for teasers and promotional content

PROJECTED RESULTS

This project successfully established a complete, scalable brand platform for Hieronymus IV’s debut release. The band now has a cohesive visual identity, fully prepared digital channels, and a robust content strategy in place ahead of their album launch. While specific performance metrics are pending the release, the project demonstrates my ability to create high-impact, omnichannel brand systems for emerging artists and cultural brands.

Forecast (6 Months Post-Launch):

• 30% increase in total social followers

• 40–50% surge in impressions

• 20% boost in engagement rates

• 20–30% jump in Spotify listeners

• 10–15% growth in YouTube subscribers

KEY TAKEAWAY

This project showcases how I blend design, strategy, and AI-powered tools to build immersive, future-ready brands from the ground up, delivering everything from foundational identity to scalable digital ecosystems.

Unifying The Toy Association Through Brand Strategy

OVERVIEW

I led a full-scale rebrand of The Toy Association, creating a cohesive identity that connected 15 separate divisions under one unified brand. This rebrand modernized the organization, increased public recognition, and drove measurable growth across events, media coverage, and digital platforms

THE CHALLENGE
The Toy Association’s brand was outdated and inconsistent. The existing logo was made from generic clip art, with no design strategy behind it. The organization operated without any branding guidelines or visual consistency. Each of the 15 divisions had its own unrelated logos, colors, and fonts.

The most visible example was Toy Fair New York. Despite being the Association’s flagship event, it had no clear connection to the parent brand in the public’s eyes. This lack of cohesion caused confusion and weakened the organization’s presence in the industry.

Approaching its 100th anniversary, The Toy Association needed more than a new logo. It needed a complete brand strategy that could unify its programs, strengthen its voice, and position it for long-term relevance.

MY APPROACH
I was a one-person creative department, responsible for every aspect of this rebrand. The organization had little understanding of creative strategy or branding, so I took the lead from research to execution.

I conducted research on audience expectations, industry trends, and competitor brands to identify a direction that would resonate across all audiences.
I developed a flexible identity system designed to unify the divisions while allowing room for individual initiatives to maintain distinct personalities.
I created a modern logo, typography system, color palette, tone of voice, and messaging strategy that balanced the organization’s history with a contemporary, playful feel.
I extended the brand beyond visuals, designing the office environment with new wall graphics, digital signage, and environmental installations to create a fully immersive brand experience.

EXECUTION HIGHLIGHTS
Brand identity system, including logo, typography, color, and messaging

Branding guidelines for use across all 15 divisions
Event branding for Toy Fair New York and additional initiatives
Office graphics, wall installations, and interior branding
Digital assets for web, mobile, email, and social media
Branded merchandise and promotional materials

RESULTS
Toy Fair New York attendance increased by 20% in the following year

National media coverage grew across television and major press outlets
Social media engagement improved as audiences clearly connected Toy Fair and The Toy Association under the new brand
Received the Graphic Design USA North American Award in 2018 for Best Rebrand and Identity
Positive reception from board members and staff, who supported the new direction and gained a deeper understanding of the value of creative strategy

KEY TAKEAWAY
This rebrand transformed The Toy Association from a fragmented organization into a unified, recognizable brand with a strong presence across every channel.

Positioning Garmin as the Go-To Navigation Solution with the Garmin Perks Campaign

OVERVIEW
As mobile phones increasingly dominated the navigation space, Garmin faced a critical business challenge. How to convince consumers to buy a stand-alone GPS device in an era where smartphones seemed to offer the same functionality. I was brought on through an advertising agency to lead the creative strategy and campaign development for the Garmin Perks Program, a limited-time social media and promotional initiative aimed at revitalizing consumer interest and boosting sales.

THE CHALLENGE
With nearly every driver carrying a smartphone, Garmin needed to clearly differentiate its GPS devices from mobile apps. The company was losing market share to phones, which many believed provided the same functionality for free. However, after thinking about the pros and cons of each device, I soon realized that Garmin products offered a key advantage that most consumers overlooked—satellite reliability. While smartphones rely on cellular towers, Garmin devices use satellite technology, ensuring navigation works even in remote areas where phones lose service.

My task was to develop a campaign that communicated this critical difference in a relatable, engaging way to outdoor adventurers, road trippers, and everyday drivers.

MY APPROACH
I led creative strategy, campaign concept development, and execution for this program. I built the message around a simple, memorable insight: your phone may fail, but Garmin won’t. This became the foundation for a playful, lifestyle-driven campaign called #GladIBoughtAGarmin.

The creative highlighted real-world situations where Garmin’s satellite connection outperformed smartphones, reinforcing the product’s unique value in a visually compelling way.

KEY DELIVERABLES
Campaign identity and message development

Social media content and branded imagery
Influencer outreach strategy for adventure and travel audiences
Digital advertisements and animated graphics
Campaign landing page design
Retail display concepts for in-store promotion
Campaign toolkit for regional marketing teams

RESULTS
The Garmin Perks Campaign successfully repositioned Garmin devices as essential tools for serious travelers and outdoor users.

Boosted GPS device sales by 20-25% percent during the summer and fall of 2016
Increased social media engagement through the #GladIBoughtAGarmin campaign, encouraging organic shares
Improved brand perception by shifting the conversation from price and convenience to reliability and safety
Reinforced Garmin’s authority among target audiences who value off-the-grid navigation

KEY TAKEAWAY
This project demonstrates my ability to develop strategic, omni-channel campaigns that reposition brands, solve market challenges, and drive measurable sales, using bold messaging, relatable storytelling, and smart audience targeting.