The work below spans hands-on design and creative direction alike, pieces I built myself, and pieces I shaped through partners and agencies, all carrying the same lived-in warmth.
Sundance Brochure
Hands-On, Start to Finish
When our agency partner's execution fell short, on this piece and on the brand guide and logo before it, I brought the work in-house and designed the brochure almost entirely myself. It became the first place the new Sundance visual style existed in a real, physical touchpoint.
Sundance Spas Website
with Verndale
I directed how the new visual system translated to digital, working with agency partner Verndale to bring the site to life. From typography to photography placement, every screen needed to feel like the same brand as the brochure in someone's hand.
In-Store Collection
A range of in-store pieces built to carry Sundance's warmth onto the sales floor, from signage to display fixtures, each one designed to feel as considered as the brochure that started it.
SunScents Packaging
Packaging design for Sundance's SunScents line, built to hold the same warmth and craft as the rest of the brand, down to the smallest product on the shelf.
UK Trade Show Booth
A full booth built for Sundance's UK market, featuring spas, swim spas, and the full range of features that set the brand apart. This was the most physically ambitious expression of the brand I directed, translating everything built across brochures, packaging, and digital into a space someone could actually walk through.