PUBLISHING + MEDIA

BELOW: LUCKY BRANDING: Our “Chic Meets Street” campaign launched on the cover of WWD, during NY Fashion Week, and it created plenty of buzz: We were the first magazine to go all-out in a campaign showing the influence of "street style." and we hired The Sartorialist (Scott Schuman) the most influential street photographer at the time, using real girls, to shoot his first-ever advertising campaign.

LUCKY SHOPS ANNUAL SHOPPING EVENT Crowds would line up for hours, celebrities walked the red carpet, and advertisers would look forward to the buzz for the biggest shopping event in NYC. I led the creative team for 5 years of Lucky Shops. Each year we envisioned the overall concept, and then carried it through—everything from print ads, the website, shopping bags, unique event displays, bus sides, location signage, even a Times Square billboard. Our advertiser integration ranged from makeup try-on stations, to “spin and win” in convertible cars, to our famous “Jeanious Bar”, highlighting the hottest jeans brands, with experts on hand to help you find your perfect pair. We’d also set up a (very popular) “pre-loved designer pop-up” shop each year for our charitable sponsor. We partnered with brands like HSN, Bluefly, Amex and others to bring the Lucky Shops experience to those who couldn't make it to New York, with exclusive items by Lucky's favorite designers online, on HSN Lucky’s site, and Bluefly.

ADVERTISING BY LUCKY STUDIO: TOP ROW: Lucky Magazine’s iconic stickers, custom-designed as flip flops for Havaianas; lip prints designed for Revlon’s new lip launch
BOTTOM ROW: Macys/RACHEL by RACHEL ROY: ad for the launch of Rachel’s first Macy’s collaboration. The Gap Holiday Wrap kit: Each holiday season, Lucky sent our own branded “wrap kit” to advertisers and VIPs, and they became a sought-after gift. The Gap asked us to design a custom one for them to use as a GWP for their customers during the holidays.

XO Group: THEKNOT.COM, THENEST.COM

The Knot started as an alternative to the traditional wedding website, and quickly became a name brand, expanding to magazines, books, ecards, products like wedding favors, even a TV show. The success of The Knot led to the creation of The Nest, for newlyweds.
The Knot: Redesign of site + magazine: We brought order, hierarchy and a modern look to the ever-expanding, information and image-filled site. We redesigned the magazine to attract a modern bride-to-be, and our ecommerce business boomed with ecards, wedding favors and books.

The Nest was the destination for newlyweds. The site gave them the tools they needed to start a life together: budgets, decorating ideas, and a place to share pictures and tips with other newlyweds. I created the overall identity, site design, and a splashy new magazine. We then expanded to a Newlywed Handbook, Ecards to send to friends and family, and even a brand new American Express Card!

SPECIALTY AND CUSTOM MAGAZINE DESIGN

Creating and designing new magazines, whether they are independently published or “custom-published” for a particular advertiser, can be a designer’s “dream branding job.” You are creating an entire world for this customer, with relevant content, visuals, and graphic design that will tell the story of the brand. I enjoyed bringing various styles to these projects, and working with a wide assortment of editors, writers and photographers.