MY ROLE: CREATIVE DIRECTOR + DESIGNER

I took on a passion project working as a creative director for a golf startup company. The Birdie Zone aims to unlock tee times once reserved for the few. The process began with a brand workshop with the founder and from there, I started to build out some brand positioning and visual identity concepts! This is how it all came together so far.

BRAND ARCHETYPE: THE EXPLORER

Our archetype is a bold explorer of the golf world—always pushing boundaries and seeking new horizons. With a spirit of adventure and an unwavering belief that every golfer should experience the thrill of legendary courses, our Archetype breaks down barriers to offer and aims to put like-minded adventurers at the forefront of where the thrill of discovery meets the joy of connection.

BRAND ETHOS:

We are driven by the spirit of adventure. We break through barriers to unlock access to the world’s most legendary golf courses—places once reserved for the few, now within reach for the bold. From historic fairways and breathtaking views to clubhouses where legends have sat, we invite every golfer to step into a journey of discovery, where iconic courses and unforgettable memories await. Our mission is to create the ultimate golf adventure, one where the thrill of exploration and the joy of connection converge.

Every round with us is more than just golf; it’s an experience curated just for you. With access to over XXX legendary courses, an effortless booking platform, and personalized concierge services, we ensure that your journey is seamless and unforgettable. We provide the tools, access and the community to create memories that go beyond the fairway—where every golfer, regardless of background or experience, feels welcome. At The Birdie Zone, we are a community of explorers, inspiring one another to reach new heights, share stories, and experience golf like never before. Together, we are pushing boundaries, unlocking new horizons, and making legendary golf adventures accessible to all.

BRAND PILLARS:

We unlock legendary courses for true golf adventurers
We break through barriers to unlock access to the world’s most exclusive and private golf courses—places you’ve dreamed off and were once reserved for the few are now within reach for the bold. From historic fairways to awe-inspiring views, we invite every golfer to embark on an unforgettable journey through the world’s most iconic courses, where adventure and unforgettable memories await.

We curate golf adventures just for you
Every journey with us is more than just a round of golf—it’s an adventure designed to stay with you. We ensure that your experience is effortless so you can focus on what truly matters: exploring legendary courses, sharing unforgettable moments with your favorite golf crew, and creating lasting memories that go far beyond the fairway. Whether teeing off at a world-renowned course or reliving stories with friends in the clubhouse, every round is a cherished exploration of golf, the land, and the bonds you create along the way.

We creating a community of golf explorers
We believe that every golfer, regardless of experience or background, deserves to experience the thrill of legendary courses. Our platform is a welcoming community where we break through the barriers of golf where explorers of all kinds come together—where respect, inspiration, and camaraderie fuel your journey to play your best and discover new experiences in the game of golf.

MY ROLE: CREATIVE DIRECTOR / WRITER / WEB DESIGNER

BRAND ARCHETYPE: THE CAREGIVER
Nomo Smart Care is a new technology designed to allow caregivers to provide care for their loved ones from anywhere in the world. While the primary target for the brand is the aging population, we didn’t want it to come across like most senior living brands which tend to feel very outdated, filled with cheesy stock photography and over-used language like peace of mind. The brand needed to feel joyful, optimistic and instill confidence. We wanted the audience to know that at the end of the day, with Nomo, living alone can be safe and worry-free. So here is where we landed.

Creative Team: Daniel Anderson (Art Director), Brandon Vacco, Spencer Peterson, Amaya Nordos (Designers) Ryan Russie & Sarah Hellier (Video Production), PixelFarm (Animation Studio)

MY ROLE: CREATIVE DIRECTOR / WRITER

BRAND ARCHETYPE: THE MAVERICK
TYTUS was lacking any sort of meaningful identity to stand out in an overcrowded industry of grill brands. However, the product is an absolute game changer. An island grill that you can setup within 5 minutes, with no tools and gives you the full functionality of an outdoor kitchen for half the price. It needed a brand identity to match. Insert the Maverick archetype. TYTUS is pushing back on the grilling industry and is ready to make everyone a backyard boss. Here’s how it all came together.

Creative Team:
Daniel Anderson (Art Director), Brandon Vacco, Spencer Peterson, Amaya Nordos (Designers) Ryan Russie & Sarah Hellier (Video Production)

MY ROLE: CREATIVE DIRECTION, CREATIVE BRIEF/ETHOS DEVELOPMENT

THE ASK:
To create a holiday campaign centered around the idea of being just bougie enough this holiday season with the ones you love most and let Caribou be the coffeehouse to bring that spirit to life.

CAMPAIGN ETHOS:
This holiday season, enliven your spirit as you savor decadent beverages while enjoying moments together in a cozy chic winter wonderland that will have you feeling a little extra, and wonderfully dreamy.

DELIVERABLES:
• Product and lifestyle photography
• In-store signage
• Organic social teaser videos

ADDITIONAL TEAM: 144 Design Studio, Thicket Film Co. & Rise Film Co.

MY ROLE: Graphic Designer

THE ASK:
To create a visual brand for a local Ryder cup style annual golf tournament in northern Minnesota called The Bold North. The brand needed to embody the north woods culture that’s deeply rooted in Minnesota while implementing golf elements that feel as iconic as the Ryder Cup brand.

MY ROLE: CREATIVE/ART DIRECTION, DESIGNER, CREATIVE BRIEF DEVELOPMENT

CAMPAIGN ETHOS:
Embrace the enchantment of fall by transporting our team and guests into a realm of dreamy beverages that are oh-so-real. Whether craving the warmth of a hot brew to warm your spirit, or the chills of an icy delight to awaken your senses, let Caribou be your companion in savoring in these unforgettable moments of joy and tranquility amidst the magic of fall.

DELIVERABLES:
• Product and lifestyle photography
• In-store signage
• Digital marketing assets

ADDITIONAL TEAM MEMBERS: 144 Design & Rise Film Co.

MY ROLE: Art Director / Designer

THE ASK:
To create a landing page for Open Story, Target’s newest travel brand. The goal was to educate consumers on the product differentiators while driving an easy path to purchase.

Here is a collection of web design projects i’ve worked on. I have experience creating web design concepts and bringing them to life in a variety of platforms such as Shopify, Squarespace and GoDaddy. I’ve also partnered with developers to bring design concepts to life.

MY ROLE: Designer

THE ASK:
To refresh Walmart’s private label packaging to evoke a more premium feeling in consumers to compete with other higher-end brands like Samsung and Vizio.

MY ROLE: Creative Director, Designer, Writer

THE ASK:
To refresh the brand to better connect with its more value-driven audience and create a more impactful visual identity that felt joyful and inspiring.

MY ROLE: Creative Direction

THE ASK:
So create a campaign that was centered around the excitement of Caribou’s new energy drink platform that was launching while invoking a feeling of warm, sunny nostalgic days at the pool and the beach!

DELIVERABLES SHOWN:
• Product + lifestyle photography
• In-store signage
• Digital marketing graphics

ADDITIONAL TEAM MEMBERS: 144 Design & Rise Film Co.

Develop a brand identity to support a local Minnesota-based concert series featuring smooth jazz artists from all over the United States. The logo needed to embody twin cities culture while still feeling funky and fresh, just like the artists that would be performing.

MY ROLE: Creative Director + Designer

ADDITIONAL TEAM: Daniel Anderson (illustration)

MY ROLE: Art Director / Designer

THE ASK:
Create multiple landing pages to drive awareness and sales for the new activewear brand for Target, All In Motion.

MY ROLE: Creative Director

THE ASK:
To develop a set of print ad campaigns that drive awareness and education of Patterson’s new private label suite of dental products. The message goal was the communicate how proud and confident we are in the sourcing of these products that we are willing to put our own name on them.

MY ROLE: Creative Director + Designer

MY ROLE: Designer

THE ASK:
To create a concert promotion for a valentines day concert at a local music venue in Minneapolis. The poster needed to convey love and music while incorporating the iconic Zubaz zebra pattern.

MY ROLE: Creative Director, Writer, Web Designer

THE ASK:
To create a more e-commerce style web experience while still driving consumer education and brand awareness.

MY ROLE: CREATIVE DIRECTOR / WRITER / DESIGNER
The goal of this project was to visually align our businesses and deliver more consistent, unified and recognizable communications to both internal and external stakeholders. Patterson had multiple business units all with varying brand positioning and visual systems - so we needed to create a more unified and complimentary brand system that could be scalable as the company grows.

The updated brand standards reflect trends that were identified during a comprehensive audit of the content being created by the internal Creative Services Group over a few years. This exercise illuminated opportunities to streamline our branding across the organization so that we can execute smarter, faster and better content while communicating clearly and concisely. This process included months of internal stakeholder interviews, a comprehensive brand audit and written/visual concepting before we finally landed here.

Full Creative Team: Daniel Anderson, Leslie Delzell & Clair Tyra (Art Directors), Rachel Manz & Trish Santarius (Designers), Jon Minnick & Sarah McNeal (Copywriters)

MY ROLE: Designer

THE ASK:
Our company was going to help out with mask production during COVID and was donating them in areas in need. They needed simple packaging that communicated what the mask was and the benefits of using it.

MY ROLE: Creative Director

ADDITIONAL TEAM MEMBERS: 144 Design, Thicket Film Co. & Rise Film Co.