Sense is a green tech scale up looking to reduce global carbon emissions by making homes smart and efficient. I’ve been leading a talented group of designers, illustrators and copywriters on a brand refresh, positioning the company as an energetic, vibrant and optimistic brand to stand out against all the negativity surrounding climate change.
Role: In-house Creative Director, leading the brand & design teams
Worked on: Brand strategy, verbal & visual identity, website, art direction, print and environmental, marketing and advertising
Team: Rhoda Ullman (VP of Consumer), Ryan Miglavs (Product Lead), Saloni Soni (Design Director), Timotheé Bayard (Lead Brand & Web Designer), Hugh Gallagher (Brand strategist and Verbal Lead), Victor de Wee (Designer).
Fall 2022 - Present
Great Energy for a bright future.
Away's vision is to modernize and make travel seamless. Founded by two Warby Parker execs, they understood there was a big opportunity for a brand to come in and take the stress out of travel and inspire people to get away and explore. The challenge lied on building trust and connection in a highly crowded space.
Closely collaborating with the founders, we translated this vision into a design system that reflects Away's constant focus on movement and the celebration of in-between moments. From luggage to a thank you note, everything the brand creates needs to be designed to inspire people to go out and explore the world.
From $12M in sales in 2016 to $55M in 2017
Brand identity and system helped build equity and drive valuation up ($1B as of 2019)
Channel and geographical expansion (NYC brick and mortar and pop ups in London and Berlin)