CO-FOUNDER, CREATIVE DIRECTOR
I started Theory Associates in 2006, right after I worked on the brand Beats By Dre at Monster Products. The successful launch of Beats showed me the power of lifestyle brands in the Consumer Tech industry and my goal was to bring this design thinking to more brands. During my time at Theory, I worked on many projects and for numerous clients including Logitech, Belkin, Corsair, Monster Products, Rockford Fosgate, and Scosche.
After ten years I took a role with Epsilon to work on larger campaigns for bigger clients and grow from brand design to a more digital-focused, omnichannel approach to marketing.
Below are a small group of projects I worked on while running Theory.
A FRESH NEW LOOK
I helped the Consumer Tech giant, Corsair, evolve its corporate identity to reflect the company's shift from PC peripherals to gaming. The goal was to maintain the brand equity built over 30 years in the ship illustration while incorporating brand attributes more akin to gaming like speed and precision. The redesign transformed the Corsair icon from a merchant's vessel to an aggressive warship.
The idea behind the SOL Republic brand was to reflect every persons individualization with the ability to personalize the look of their headphones. My goal was to help them merchandise their products in a deconstructed way as to convey this concept without explanation.
FINDING BRAND MEANING
I helped Rockford Fosgate establish a platform of meaning in which they could launch a diversified family of products. Through extensive interviews, field studies and combing through social data I able to establish what the world thought when they heard their brand name. The answer was power and with them came the genesis for a complete rebranding of the 30-year-old car audio industry leader. During this project, I was able to not only write for them a new slogan (The Sound of Power) but also establish a completely new design language that affected all of their customer touchpoints included product packaging, on-product-graphics, illustration, iconography, and brand nomenclature.
CREATING BRAND FROM SCRATCH
The origins behind the brand name BUQU was "Be Unique." The products they created were unique in that they didn't look like USB chargers so they seamlessly integrated into their customer's lifestyle. My goal was to bring that lifestyle to out through their website, product packaging, photography, tradeshow graphics and identity.
NEW BRAND & NEW PRODUCT PACKAGING
I helped Scosche, the industry leader in aftermarket car audio accessories, establish their new flagship line of product with brand design and product packaging.