For more than a decade, I led the creative transformation of Jacuzzi®, repositioning a legacy brand as a modern authority in wellness, performance, and design. I directed the development of a comprehensive brand system that redefined voice, visual structure, typography, photography, and design standards, creating a disciplined, elevated expression across every touchpoint. This included co-leading the recreation of the Jacuzzi logo alongside internationally recognized designer Rick Valicenti, and overseeing large-scale, high-budget photo and video productions that translate strategy into immersive brand experiences.
Redefining an Icon
Brand Transformation
I led the repositioning of Jacuzzi® from a legacy hot tub manufacturer into a modern authority in wellness, performance, and design. That shift meant rebuilding the brand from its foundation — a new visual identity, a new voice, and a new standard for how the brand showed up everywhere. I co-led the recreation of the Jacuzzi logo alongside internationally recognized designer Rick Valicenti, setting the tone for everything that followed.
The Experience, Elevated
Photography & Video Direction
I set the creative vision for eight national photo and video productions in a single year, building a library of brand-defining imagery used across marketing, sales, dealer, and digital channels. From photographer and location selection through on-set direction, I shaped how the brand felt in motion — cinematic, immersive, and built to translate strategy into something people could feel.
Designing the Standard
Brand System & Governance
Behind every touchpoint is a system — I directed the development of comprehensive brand guidelines governing voice, typography, photography, and visual structure across the Jacuzzi brand. I aligned five-plus agency partners, including Hyperquake and Hawke Media, around those standards, ensuring the brand stayed disciplined and consistent no matter who was executing it.
A Brand in Every Detail
Core Collateral & Master Assets
I led the print and digital collateral that carried the system into the real world, POS displays, dealer kits, packaging, and campaign assets across every channel, designing key pieces myself and directing the rest alongside my team and agency partners. Precision mattered at every scale, from a single product callout to a national campaign, and every piece had to read as unmistakably Jacuzzi.
Leading the Work
Creative Leadership
None of this happened alone. I worked directly with photographers, filmmakers, agency creative directors, and executive leadership to move ideas from concept to execution — reviewing, directing, and refining at every stage. Creative direction, to me, is as much about the people and process behind the work as the work itself.
