Branding & Creative Direction

BRAND IDENTITY
&
CREATIVE DIRECTION


My 18 years of experience includes digital & product design, experiential & environmental builds, branding, and full service marketing campaigns. With an emphasis on developing a complete brand identity for both new and pivoting brands.


More About My Experience


WORK

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Tula Plants & Design



Tula began in 2015 with a big idea and a small budget. After recognizing a growing trend to explore the natural world my co-founder and now wife, Christan Summers, and I began our own exploration of indoor plants and design. 

What intrigued us most about plants was the lack of creativity and education found in competitive research. We quickly developed the Tula brand, positioning, strategy and growth plan from there.

Tula’s unique approach to retail started with a mobile greenhouse. Coming from experiential advertising, we knew the importance of a retail experience but were challenged with a small start-up budget. Instead of investing into a traditional brick-and-mortar we based our business from a studio in Bushwick and custom build a mobile greenhouse shop. This gave us the freedom to find our demographic and market the brand with significantly less costs than the average start-up.

For three years, we utilized the truck to sell, market and build the loyal following we have today.

In November of 2018 we opened our first retail location in Greenpoint, Brooklyn. We went from selling from a 100 sq ft truck to an 800 sq ft retail location. A year later we expanded the shop and opened The Arid Room. A 300 sq ft corner soley dedeicated the cactus and succulents.

Since launching to the public in April of 2016, Tula’s business has grown 100% year over year.

Branding


Tula is the visual represention of the fun and wonderdous feeling when discovering nature. It’s handmade, joyous, and bright.

I created the brand identity, including logo development, illustrations, photography & collateral.




Design for all living things.

Tula is for all living things. Founded to bring us closer to nature without sacrificing style or sustainability. Our ecosystem of design and creativity considers plants, people and planet so we might all grow wild together.


Our company was founded on three principles - education, creativity and experience.






Sofia Pro Medium


LosLana Niu Pro