private brand packaging guru

design & package design

I'm a designer at heart and as such strive to push my work to new heights through exploration, curiosity and fearlessness. I begin every project with a sketch, concept and story. I'm an intuitive designer with strong typographic skills and a deep understanding of visual hierarchy.

photography

I received my BFA in photography from the University of Georgia. I am comfortable both behind the lens and on set as Art Director. I understand lighting, styling, composition and other critical components that result in successful images. I have used my photography skills throughout my creative career and have worked with noted photographers such as Jim Scheer and Béatrice Peltre of La Tartine Gourmand. (photo: Béatrice Peltre)

copywriting

I have crafted commercial copy for broadcast, web, print, and most recently for Trader Joe's products--including, but not limited to, grocery naming conventions, item descriptions and product stories. My writing abilities are very strong and stylistically encompass everything from whimsical prose to evocative and engaging literati.

illustration

Rare is the Creative that can not only write, conceptualize and design--but also illustrate. My illustration techniques are varied but almost always start with a thumbnail sketch. I'm no stranger to ink, pencil and watercolor; however, I am also comfortable working in the digital realm. Often times, I combine the tactile feel of hand illustration with clean vector elements resulting in a unique and playful tableau.

creative cloud

I've been using Adobe products since 1995 which I suppose makes me a 20+ year veteran of Photoshop and Illustrator. I am also well-versed in InDesign and Acrobat.

creative & art direction

Creative Direction is possessing the keen ability to synthesize information into a compelling story. It's understanding how the sum of the parts come together to complete a narrative and instantly convey a succinct message--whether it's a lip balm package or a full-length feature film, successful direction begins with a story and the ability to get the best performance out of every creative component. This is how I approach all of my projects.

managing

My creative career began with a national retailer managing general contractors and store-level visual associates. As CD for Pollock Advertising I managed and oversaw a creative team of print & web designers and production artists. Presently, at Trader Joe's, I am involved with hiring new talent, mentoring designers and managing large-scale projects. I am very comfortable leading a team and I am a firm believer in leading by example.