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.
Hot Tub Master Brochure
The Jacuzzi Hot Tub Master Brochure is where every discipline I lead came together in one piece: photography from productions I directed, rendered installations and product imagery I oversaw, early AI image exploration, and a true stress-test of our brand's typographic system. The entire piece uses a single typeface at a single weight, a deliberate constraint that forced every layout decision to rely on hierarchy, space, and imagery rather than font tricks. The result reads as confident and high-end as the product itself, and remains the clearest single example of the brand system working exactly as it was designed to.
In-Store Dealer Kits
A sample of dealer kits developed for major product launches and innovations, including the J5 hot tub, True's chlorine-free technology, and Infrared + Red Light therapy. Each kit paired wall pieces, banner stands, and product-connected signage into one cohesive in-store experience.
Beyond these launch kits, I designed a broader library of in-store pieces supporting the Jacuzzi selling story: collection floor stands, banners, and supporting graphics that gave dealers the tools to sell the full product range, not just a single launch moment.
Jacuzzi In-Store 2025 — Interactive AR Display
The most ambitious in-store experience I designed independently: a fully interactive fixture combining 3D mini tub models, RFID readers, and real jet and filtration components, letting shoppers visualize their tub in AR. Paired with a 3D showroom mockup developed to guide the full customer journey through the space.
REST HARD Campaign
Beyond the store floor, I led content strategy and creative direction for REST HARD, Jacuzzi's national performance campaign, partnering directly with Hyperquake's Creative Director to translate the concept across video, social, and paid media. The campaign paired physiotherapy-informed product messaging with striking, motion-forward creative, built to perform as well as it looked. Working closely with our performance marketing team throughout, we used the campaign to test and refine creative against real audience response, contributing to a 23% improvement in Meta cost-per-lead and a 19% increase in lead volume across the flight.
Beyond collateral and campaigns, I also directed the art direction for Jacuzzi's Recent Spaces environment renders, shaping how the brand's lifestyle vision comes to life in a space before a single hot tub reaches production.
Bringing the Vision Home
Beyond the Shelf
From imagined spaces to real ones: billboards, airport takeovers, and large-format in-store displays showing the brand translated into physical environments at scale, the vision from Recent Spaces carried into the real world.
