Multidisciplinary, award-winning
creative director with more than
26 years experience building and
scaling global brands.
Currently, as the Global Brand Creative Director at HOKA, I lead the evolution of the brand’s creative vision by blending strategic insights with brand storytelling and design expertise. I oversee a high-performing cross-functional team of in-house creatives, contractors and partner agencies to deliver modern solutions that meet key business objectives, connect with our core audience and fuel the brand’s global awareness.
Creative direction is not about aesthetics alone. It is about defining vision, aligning teams, and creating work that advances the business. The following case studies demonstrate how strategy, storytelling, and disciplined execution come together to build enduring brands and deliver measurable performance.
Case Studies
Hoka Lifestyle
The Revolution Hotel
Hoka Experiential Design
Isabella Stewart Gardner Museum
Hoka Product Campaigns
Hickey Freem Rebrand
Boston Public Library Fund
Puma x Fenty
M. Gemi
I’m a multidisciplinary, award-winning creative director with more than 26 years of experience building and scaling global brands. I focus on aligning creative vision to business strategy, building integrated brand systems that drive revenue growth, cultural relevance, and long-term equity. I build cross-functional teams that think strategically, move decisively, and create work that earns attention while delivering results.
In my current position as Global Brand Creative Director at HOKA, I steward the global brand vision across all consumer touchpoints, aligning creative strategy with commercial objectives during a period of rapid international expansion. I oversee multidisciplinary teams, external agencies, and global production partners while managing significant operating budgets, complex productions and launch calendars.
About
Previously, as founder of Adam&Co., I advised executive leadership teams, investors, and founders on brand positioning, identity architecture, campaigns, and go-to-market strategies. I have partnered with organizations including Nike, Converse, Absolut Vodka, Beyoncé, and ESPN to build brand platforms that unify storytelling, product innovation, and consumer experience.
My agency experience includes a six-year tenure as a VP, Creative Director of design at Arnold Worldwide, where my clients included the Truth Campaign, Brown Forman, Citizens Bank, Ocean Spray, and Celebrity Cruises. Prior to Arnold, I co-led the development of Estée Lauder’s first online shopping platform while at Razorfish.
I’ve since partnered with some of the world’s leading creative agencies and brand design firms including Anomaly, Mother, Pentagram, Preacher, Digital Kitchen, Hill Holiday, Mullen LOWE, Digitas, FCB, TBWA\Chiat\Day, Publicis, Sapient, Design Bridge, Goodby Silverstein & Partners, Team One, and Crispin Porter Bogusky.
Professional Experience
2022—Present
HOKA
Global Brand Creative Director
As Global Brand Creative Director at HOKA, I’ve led the brand’s creative across global campaigns, retail, digital, and experiential during a period of rapid global expansion (290% revenue, 27% brand awareness.) Over the past four years, I’ve worked across internal teams and agency partners to establish a cohesive brand foundation, clarify brand voice, elevate the brand’s visual expression, and ensure the work performs at scale.
2007—2022
Adam&Co.
Founder / Principal Creative Director
Adam&Co. is a boutique creative consultancy dedicated to building and evolving brands at critical growth moments. From established brands redefining themselves for new audiences, to emerging brands scaling in competitive markets, the studio prides itself on collaborating with clients to deliver exceptional creative that connects in culture.
2001—2007
Arnold
VP, Creative Director, Design
Helped to establish a new design department within Arnold, servicing all of the agencies traditional advertising clients with brand and design-related needs such as identities, packaging, event branding and collateral. Spearheaded design for clients including the Truth campaign, Celebrity Cruises, Ocean Spray and Citizen’s Bank, led design for the agencies new business efforts, and led the redesign of the agencies first rebrand in decades.
1999—2001
Razorfish
Senior Designer / Team Lead
Co-led the development of Estée Lauder’s first-ever online cross-brand shopping destination, gloss.com. We partnered with each brand within the portfolio (Estée Lauder, Mac Cosmetics, Bobbi Brown, La Mer, Origins, Clinique) to establish their unique presence within the platform, while creating an all new digital experience for their customers.
Creative Direction
Brand Identity
Creative Strategy
Brand Narrative
360 Campaigns
Design Operations
Team Management
Expertise
Art Direction
Photography
Digital
Motion Design
Film/TV/Video
Environmental Design
Experiential Design
3D/Animation
Packaging
Typography
Graphic Design
Social Content
Copywriting
Wayfinding
Recognition
Primetime Emmys, Clio Awards, WEBBY AWARDS, Cannes Lions, The Kelly Awards, The Addy Awards, D&AD, New York Festivals, CASE Awards, the AICP, The Andy Awards, The One Show, The Art Directors Club, Communication Arts, Creative Review, Print Magazine, How Magazine, Graphic Design USA, Graphis, American Illustration, Society of Publication Designers
News
Hoka
Various campaigns for HOKA lifestyle.
Various global product launch campaigns
Hoka
Isabella Stewart
Gardner Museum
Identity design for Thursday’s at the Gardner programming.
Puma
Brand identity for Puma Suede’s 50th anniversary
Creative direction for direct-to-consumer luxury brand specializing in handcrafted Italian shoes
M.Gemi
Creative direction, identity, interiors and curation of Boston’s one of a kind urban boutique hotel celebrating Boston's revolutionary spirit.
The Revolution Hotel
Boston Public
Library Fund
Collection of brand identity design
Branding Portfolio
Rebrand of the Boston Public Library Fund
Identity design for Thursday’s at the Gardner programming.
Fenty x Puma
HOKA
Nike
Brand identity evolution for Saucony Originals