Role: Art Director + Designer
Brand: J&P Cycles

Anywhere USA: Find Your Place On The Road

Experiences are akin to motorcycles - you can never collect enough. This campaign celebrates the allure of the open road, inviting riders to embrace the freedom of the journey. It's not about reaching a destination; it's about reveling in the ride itself.

This campaign captures the essence of memorable vacations with friends, blending the carefree spirit of scout camps and family trips with the beauty of natural landscapes and the thrill of riding.

As Art Director, I led creative concept development, casting, photoshoot direction, UX and website design to ensure a cohesive digital presence. I also designed t-shirts and merit stickers, integrating them into the social media strategy to boost engagement and brand visibility, providing participants with relatable and memorable keepsakes.

Role: Art Director + Designer
Brand: J&P Cycles

Evolution of J&P Cycles Catalog

At J&P Cycles, I led the complete redesign of the company’s 1,000-page catalog to better meet modern customer needs while preserving the brand's heritage.

I managed the project end-to-end, creating templates and guidelines for multiple departments. As Art Director, I directed the photoshoot and designed the catalog, combining tradition and innovation to capture the brand’s identity. By integrating marketing strategies into the design, I transformed the catalog into a streamlined, sales-driven asset that resonated with our audience, reducing its size and making it a more effective tool for engagement and sales.

Role: Product Designer + Art Director + Designer
Brand: Dixxon Flannel Co.

Unveiling the JPC 45th Anniversary X Dixxon Limited Edition Flannel, a testament to craftsmanship and innovation.

Crafted with bold design, dynamic construction, and signature D-Tech blend, this limited edition flannel celebrates 45 years of excellence, offering style without compromise.

As Product Designer and Art Director, I collaborated with Dixxon Flannel Co., a leading brand known for its massive fanbase, to select color swatches, patterns, shirt details, and logo/tag design for this exclusive piece. I directed a high-impact photoshoot, casting models to embody the collaboration's spirit. Additionally, I designed a 360° marketing campaign, covering on-site assets, emails, social media, and video production to maximize engagement and visibility.

Role: Art Director + Designer
Brand: J&P Cycles

Revitalizing an Icon: The Sturgis Rebrand

When Clarence "Pappy" Hoel purchased an Indian Motorcycle franchise during the Great Depression, he laid the groundwork for the Sturgis Motorcycle Rally, the world’s largest motorcycle gathering.

As a major sponsor and prominent presence at Sturgis, J&P Cycles leads an ongoing campaign that evolves each year to engage new generations. Our multi-platform strategy includes retention marketing, on-site promotions, video content, influencer collaborations, social media efforts, and a custom motorcycle build sweepstakes, continually revitalizing this iconic event to resonate with an ever-changing audience.

Role: Art Director + Designer
Brand: Revzilla

Common Tread: Connecting and Inspiring Motorcycle Enthusiasts

Common Tread is a dynamic media platform featuring a magazine, blog, and multiple YouTube series. To support its expanding popularity, our design team, in collaboration with Marc Cook, former Editor-in-Chief of Motorcyclist Magazine, curated top contributors and introduced The Common Tread Journal.

The Common Tread Journal delivers a print magazine experience for motorcycle enthusiasts, sharing stories that entertain, connect, and inspire a diverse riding community. The Journal reaches an engaged audience of over 100,000 readers and boasts a growing subscriber base.

Common Tread XP, an extension of the brand, is a popular YouTube series hosted by Ari Henning and Zach Courts. With over 200,000 subscribers and millions of views, it combines globe-trotting adventures with motorcycle challenges, delivering a mix of excitement and humor. We collaborate with CTXP throughout the year to produce fresh, engaging mini-series.

Role: Designer
Agency: 1 Trick Pony

Expanding Postmates: From LA to the East Coast

Previously isolated to the LA metropolitan area, Postmates approached 1 Trick Pony with a request for a youthful yet witty campaign to introduce their services to the masses as they expanded to the East Coast.

Beginning with a successful social media cadence, our collaboration quickly grew to include the “Love At First Bite” campaign, which captured the essence of discovering new favorite foods. Additionally, we developed a comprehensive branded identity book, ensuring consistency and vibrancy across all platforms. This campaign not only increased brand visibility but also resonated deeply with a new audience, setting the stage for Postmates' national growth.

Role: Art Director + Designer
Agency: 1 Trick Pony

Boosting Dreams: Celebrating Hispanic Heritage

"Boosting Dreams" by Boost Mobile celebrated Hispanic Heritage Month with a series of high-profile interviews. Hosted by HOT 97’s Laura Styles, the mini-series features Project Runway All-Stars winner Mondo Guerra and former astronaut José Hernández, exploring themes of identity and perseverance.

As Art Director, I managed the project end-to-end, from conceptualization to production. This included venue selection, talent acquisition, and executing a multi-channel promotional strategy. The campaign leveraged the hashtag #BoostingDreams to drive engagement across social media, complemented by branded sweatshirts and promotional giveaways.

Role: Art Director + Designer
Brand: J&P Cycles

Gear Guides: Elevating the On-Site Buying Experience

Gear Guides started as a simple landing page featuring recommended product feeds. Its success quickly propelled it into a distinct brand identity. Evolving beyond an on-site buying experience, Gear Guides has expanded into a strategic campaign encompassing live product reviews, video production, blog and media placements, and a dynamic social media cadence.

Through careful planning and execution, Gear Guides now offers a comprehensive and engaging experience for customers, blending informative content with interactive elements to guide their purchasing decisions. This holistic approach not only enhances brand visibility but also fosters a loyal community of informed buyers.

Role: Creator + Designer
School: Pratt Institute

Numun: A Vision for Women's Health Transparency

Numun was born out of a late-night binge for Pratt Institute's Brand Identity and Global Marketing class. Initially developed as a logo identity, the project evolved into a full brand package. I created the logo, strategy, and pitch deck, which I presented to our professor at the end of the semester. The goal was to envision a brand dedicated to enhancing women's health transparency and consideration. I still believe the market could greatly benefit from such a brand, reflecting a commitment to women's health that remains close to my heart.

Role: Art Director + Designer
Brand: Revzilla

Revzilla: Powering the Motorcycle Community

Revzilla, a multi-million dollar leader in the motorcycle industry, caters to a wide range of riding styles and enthusiasts with an extensive product selection and expert retail knowledge. The company’s growth has led to the development of in-house brands like Sedeci, Reax, and Bilt.

Revzilla has evolved from an e-commerce platform into a prominent lifestyle brand, with sub-identities such as Common Tread and events like Get On! Moto Fest. We manage everything from brick-and-mortar store design to homepage assets, ensuring a cohesive brand experience across all touchpoints. Looking ahead, Revzilla is set to expand further into the powersports sector, with new UTV/ATV products, e-bike partnerships like Super 73, camping gear and more.

Role: Art Director + Designer
Brand: J&P Cycles

J&P Cycles: Revitalizing a Legacy Brand

A family business with humble beginnings. J&P Cycles began in 1979 when John and Jill Parham started selling motorcycle parts from the back of a van. Their commitment to supporting small businesses quickly established them as a key player in the industry. By 1987, they were mailing out catalogs, and rocking their first storefront location.

Today, J&P Cycles serves millions of customers and offers a vast product range. Since being acquired by Comoto Family Brands in 2019, we’ve revitalized the brand with a modern identity, transforming outdated marketing and design into a dynamic presence. We’ve also expanded our vendor base to over 600, including popular names like Go Fast Don't Die, Biltwell, and Thrashin, catering to a diverse range of generations. This overhaul has led to significant growth, with improved sales and customer engagement. Our focus is on continuing this momentum and connecting with new generations of riders, maintaining J&P Cycles’ position as a major industry force.

Role: AssociateArt Director + Designer
Agency: Red Tettemer O'Connell + Partners (RTOP)

Rovr Coolers: Elevating Outdoor Adventures

Rovr coolers provides a best in class experience for the outdoor enthusiast. Built to compete with the popular Yeti cooler brand, Rovr products have flexibility, movability, and a compactable system of trinkets such as swing trays, ice compartments, accessories and more.

Our team designed and developed a 360 launch campaign involving video + photo production, radio and tv scripts, merchandise packaging, and social media cadences.

Role: Designer
Brand: J&P Cycles

The Build Up: J&P Cycles' First YouTube Scripted Series

"The Build Up" is a J&P Cycles YouTube series focused on classic and vintage motorcycle builds. Hosted by Patrick Garvin, the series provides a comprehensive, start-to-finish look at transforming scrap metal into custom motorcycles.

Driven by in-depth consumer insights and data, this project addresses the demand for a custom motorcycle mini-series that educates and engages viewers through every stage of a bike build. I was in charge of designing the brand identity, logo, artcards, and promotional assets for the show. The two seasons have successfully resonated with a broad audience, leading to the highly anticipated release of its third season.

Role: Art Director + Designer

Sixteen Jackies: Crafting a Unique Soundscape

Since early 2016, Sixteen Jackies have been crafting a sound in the basement of Philadelphia that, while often nostalgic, defies easy categorization. By blending singer Jody DeMarco's intimate, singularly queer experiences with soundscapes inspired by classic horror film atmospheres, they create torch songs for misfits and weirdos of all kinds.

Their first EP, "Movie Was Bad," introduced an offbeat pop sensibility reminiscent of the manic spirit of the Talking Heads and the aching balladry of Roy Orbison. Their second project, "Mascula," took a darker turn both sonically and lyrically, exploring American masculinity and the violence that lies beneath its surface.

In my freelance role, I handled art direction, photography, album design, press kit development, merchandise development, and promotional planning, contributing to the band's unique and evocative presence.

Role: Art Director + Designer
Brand: Revzilla

The Shop Manual: Expert Tips from Ari Henning

Every bike has one, and now your garage does too. "The Shop Manual," developed in 2018, offers some of the best tips and tricks that Ari Henning has accrued over a lifetime in the shop. Created to educate riders of all styles, this series covers everything.

Role: AssociateArt Director + Designer
Agency: Red Tettemer O'Connell + Partners (RTOP)

Speck: Designed for impact

Speck approached Red Tettemer for a campaign to highlight its innovative design and superior protection measures. Our team sourced and shot a commercial and media assets at Philadelphia’s Franklin Institute, creating a compelling visual narrative.

We also developed comprehensive promotional materials, spanning from digital campaigns to out-of-home (OOH) marketing, ensuring a broad and effective reach. This campaign successfully showcased Speck's cutting-edge products, emphasizing their unique blend of style and functionality.

Role: Senior Designer
Agency: 1 Trick Pony

Role: Associate Art Director + Designer
Agency: Red Tettemer O'Connell + Partners (RTOP)