Modern
Heritage
Some of the most rewarding work I've done has been helping heritage brands find their place in the present. Rather than reinventing what makes them special, I look for the timeless qualities that built their reputation and express them in ways that feel relevant to today's audience. The goal is always the same: respect the legacy while creating momentum for what's next.
Hickey
Freeman
Relaunching an American Icon
Revitalizing one of America's most storied menswear brands, I lead the relaunch of Hickey Freeman for a new generation while honoring its legacy as a master tailor since 1899. Rooted in the craft of American tailoring, the refreshed identity drew inspiration from the humble tailor's measuring tape, introducing a distinctive yellow palette that created immediate recognition at wholesale and across digital channels. The comprehensive rebrand refined the historic wordmark, reintroduced heritage brand assets, and culminated in a campaign featuring Justice Joslin, photographed by Yu Tsai, that repositioned Hickey Freeman to compete with the world's leading luxury menswear brands.
Leon Bridges
for Wrangler
Where Heritage Meets Culture
Concept and art direction for Wrangler's Heritage Collection featuring Leon Bridges, photographed by Beau Grealy in Leon's hometown of Fort Worth, Texas. Rooted in Leon's timeless aesthetic and Texas heritage, the collection reintroduced an American icon through a contemporary cultural lens, pairing authentic craftsmanship with modern storytelling to connect a new generation to one of the country's most enduring brands.
Isabella Stewart
Gardner Museum
Evenings at the Gardner
Developing a contemporary identity for the Isabella Stewart Gardner Museum's Thursdays at the Gardner series, I transformed the program into a vibrant cultural brand experience through a modern visual language that balanced artistic heritage with contemporary relevance, connecting new audiences to one of Boston's most iconic institutions.
The Boston
Public Library
Funding for a First of It’s Kind
Reimagining one of Boston's most iconic cultural institutions, I developed a modern identity for the Boston Public Library Fund that celebrates the collective power of community. Inspired by the people who sustain its mission, the flexible visual system unites diverse voices into a cohesive brand built to engage a new generation of supporters while honoring the library's enduring legacy.
Saucony
Originals
Originals, Optimized
Guiding the evolution of Saucony Originals, I developed a refined brand identity that modernized one of the brand's most recognizable assets while preserving its heritage. The original logo was simplified and optimized for today's digital landscape, creating a more versatile mark with greater clarity across platforms, from product to screen. A flexible visual system allowed the identity to adapt to seasonal product stories through color, bringing new energy and contemporary relevance to Saucony's lifestyle business while staying true to its authentic roots.
Todd Snyder for
PF Flyers
American Originals
Creative direction for the collaboration between PF Flyers and Todd Snyder, bringing together two distinct expressions of American style through a shared appreciation for vintage sportswear and timeless craftsmanship. The project translated the heritage of PF Flyers’ athletic footwear legacy through Todd Snyder’s modern menswear perspective, creating a collection that balanced nostalgia with contemporary sophistication. Through storytelling, art direction, and brand expression, the collaboration celebrated the enduring appeal of classic design. Photographed by Jesse Burke, Dave Bradley, with film by Josh Goleman.
PF Flyers
Authentic American Style
Leading the creative evolution of PF Flyers, I partnered with the brand to reestablish its place as an authentic American classic for a new generation. Rooted in the brand’s rich heritage and legacy of craftsmanship, we developed a cohesive storytelling platform spanning digital, video, print, packaging, and brand experiences. By reconnecting PF Flyers with the culture of vintage Americana, denim, and timeless style, the work celebrated the brand’s history while creating new relevance through collaborations and community-driven storytelling with influential voices including Ouigi Theodore and Stack Aly. The result was a modern expression of heritage designed to resonate with consumers who value authenticity, craftsmanship, and the stories behind the products they wear. Photographed by Josh Goleman.
