Sundance® Spas gave me the chance to build a brand identity from the ground up. I independently designed the brand's new logo and defined the photography, video, and brand voice that would carry it forward, rooted in sunlight, family, and real, unstaged moments over staged perfection. I directed national productions, built the color, typography, and voice guidelines that kept that warmth consistent everywhere the brand appeared, and designed the core marketing collateral and website, working with agency partners including Verndale to bring the system to life.
Designing from the Ground Up
Brand Identity & Logo Design
Sundance® Spas didn't need reinvention — it needed a real identity. I independently designed the brand's new logo and built its visual language from the ground up, translating a legacy of family-owned, California-rooted spa-making into something that felt both premium and warm. Unlike Jacuzzi's collaborative rebrand, this one was mine to author solo, start to finish.
Sunlight, Steam, and Story
Photography & Video Direction
I defined the photography and video direction for Sundance, built around a simple idea: show the feeling, not the staging. Sunlight on water, steam rising into cool air, real families mid-laugh rather than posed — every shoot was directed to capture moments as they happen, not manufactured ones. From national productions to lifestyle stills, the goal was always the same: make the spa feel like a place, not a product.
A System Built on Warmth
Brand Voice & Visual Guidelines
Behind the warmth is a system — I defined the color palette, typography, and voice guidelines that keep Sundance feeling consistent everywhere it shows up, from a product page to a dealer brochure. The rules were built to protect a specific tone: approachable over polished, genuine over manufactured, playful over rigid. Every touchpoint had to feel like it came from the same place.
Everyday Moments
Core Collateral & Marketing Assets
I designed and directed the core marketing collateral that carried this system into the real world — product brochures, dealer materials, and the Sundance website, developed in partnership with agency Verndale. Every piece needed to hold onto the same lived-in warmth, whether it was a spec sheet or a lifestyle campaign.
Leading with Heart
Creative Leadership
None of this happened in isolation. I worked directly with photographers, agency partners, and internal teams to keep the brand's warmth intact from concept through final execution — reviewing shoots, giving direction on set, and making sure every collaborator understood what made Sundance feel like Sundance.
