DREAM CLIENTS

 

I worked with a team to rebrand and rebuild the look and feel of White House
Black Market. Starting from the ground up, we concepted the photography and the general look and feel as well as concepted and designed brand books and branding communication to share the new look and feel across the brand. One of the most trusting clients and talented leadership — I couldn't have asked for a better dream client.

 

 
prefall.jpg
bag.jpg
WHBM_BrandBook.jpg
LOOKBOOKH2.jpg
LB_R6-23.jpg
Spring1_Emails.jpg

WORKING WITH MARKETING LEADS

 

For Bare Necessities, I had the opportunity to work directly with the marketing director and the CEO to create engaging content in the form of photoshoots, landing pages,
email content, social content and videos. There was such great trust and synergy
with the marketing leadership that we worked in tandem to elevate other pieces of the business including the process, team organization and presentation training.

 

 
Swim_v7_retouched_review_Page_2.jpg
Swim_v7_retouched_review_Page_3.jpg
Swim_v7_retouched_review_Page_6.jpg
9.jpg
CK13.jpg
10.jpg
14.jpg

capturing an emotion to build a brand

 

During my time as a creative consultant for J.Crew — I created culturally relevant, emotionally engaging iconic campaigns. I also worked to build a new look and direction for J.Crew Factory and start to build the new brand Mercantile. While on Factory, I delivered a 360° brand experiences through omnichannel creative leadership and brand development.
I also led the creative and content for all ecommerce, emails, editorial features,
social, online advertising, retail, print, packaging and video content.

 

 
J. Crew Cover
J. Crew Cover
OO_Page.jpg
JCFA11AUGUSTFC.jpg
NYT219_NTTimes_SundayStyles_November_1.jpg
jc4.jpg
NYT220_NTTimes_SundayStyles_November_5.jpg
G_RHP_8.jpg
JCmens.jpg
DECcover.jpg
JCC2.jpg
97072_PK6056_fs_A.jpg
OO_Page.jpg
CC.jpg

BUILDING BRANDS FROM THE GROUND UP

 

I worked on hiring a team and together we elevated the brand while ensuring clear communication with cross-functional partners. The work translated a creative vision into inspiring, innovative concepts that cross shopping and media channels. We delivered 360° brand experiences through omnichannel creative leadership and brand development.

I worked on the casting to bring back the J.Crew favorite models,
I hired a new photographer to refresh the look and feel and the lighting and to
capture the moments. I worked with the style team to freshen up the styling
and make things more modern with the look and feel of the brand. Within months of the new, fresh look we saw a 35% increase in sales and returns from email campaigns.

I oversaw the creative and content for all e-commerce, emails, editorial features,
social, online advertising, retail, print, packaging and video content. What was once seen as a mediocre, outlet brand was elevated to a 1.2 million dollar per email, relevant brand. 

 

 
gxl_54054176-e850-4877-9e97-58ef0a627753.jpg
33a0472c76e9ddda1e0097321074eb6f.jpg
0176bde245e107bc6c9a0cb4a4f82d50.jpg
4ab917dc54b014cfe822716e2103ac3f.jpg
gxl_54f176af-2ab0-40ed-aacf-5f9c0a771fd0.jpg
38ffbc70e76cbd19375f4c62faef5abe.jpg
Feb15_Marketing_Collateral_Cards_17_A.gif
400784e232bfa424354148fc162336a1.jpg
uLz92nt1s1pn.jpg
g-omgwKdHKeC.jpg
59jlnYG3Trpj.jpg

bringing personality to BRANDS WITHIN BRANDS

 

With the challenges of low to no budget, we created beautiful content with a
more modern, engaging presentation for multiple brands living under one umbrella
with little to no marketing leadership. Using my own personal contacts and own
artistic process — time and time again, we created original and engaging content. Sometimes the greatest challenges have magical results.

 

 
YN_S17_cover.jpg
Stockholm02.jpg
Mana_AD.jpg
4.jpg
YN_B_00.jpg
YN_B_C.jpg
YN_B3.jpg
YN_B4.jpg
3.jpg

REBRANDING A LOOK AND FEEL

 

Rebranding the look and feel of West Elm was one of the most gratifying projects I had
the opportunity to work on. With a leader who was a strong stylist — it was an
inspiring time to learn about interiors from a different perspective. It was not just
how to create a space but how to bring my own personality to the project.
Through some of the most difficult location shoots in my career — I was able
to find my voice and my style for creating not just a space, but a world and a lifestyle
to appeal to the customer on an emotional level as well as an aesthetic level.

 

 
FINAL_STILLIFE_HIRES_SPREADS_-16+2.jpg
FINAL_STILLIFE_HIRES_SPREADS_-17.jpg
sarahlaird-28623-w1200-h800-q80-f0.jpg
sarahlaird-28828-w1200-h800-q80-f0.jpg
sarahlaird-28619-w1200-h800-q80-f0.jpg
Screen+shot+2011-01-12+at+8.57.10+AM.png
Dining2_SS+copy.jpg
sarahlaird-28828-w1200-h800-q80-f0.jpg
WE5-1.jpg
WE4.jpg
west+elm+sketches.jpg

LEARNING TO TELL A STORY AND TEACH

 

For over 8 years I worked at Martha Stewart Living Omnimedia. I started out in the special projects department designing anything and everything that was not the magazine: books, binders, products, the list goes on. After several years in this role, I was moved over to the magazine where I learned every nuance of the photography side of the business. After many years in this role — I moved on and was hired back a year later to lead the photography department in merchandising handling all of the photo direction within
the new brands, co-brands and collaborations. After 8 years at the company — I had
the opportunity to be an outside consultant for both Macy's and Martha Stewart to
launch my own studio — thus the formation of Studio A2 and A2 Paperie LLC.

 

 
MSV_BinPoster_A(photo)_R6_05+1_646h.jpg
179672_zaoU7GwtrT93MBaCYvmobRRKf.png
Martha_Wine_1_RGB_r1.jpg
MS3.jpg
d193acf6d6ec066ff3a2adc4e80983b6.jpg
MS1.jpg
JonathanAsculai195042665837.jpg
HD_Ad_Portfolio3_646h.jpg
HD_Ad_Portfolio_646h.jpg
IMG_0335_cropped.jpg

tell a BRAND story through movement

 

Working on the rebrand of West Elm was beyond a challenge — but the biggest was learning how to work in video. The results are my favorite part of my work and business which is concepting, planning and directing video for all businesses including lifestyle brands — its a much greater challenge to tell the story when the product isn't in motion. The work and process that I worked on to have successful video shoots influenced my own personal work of creating stories with moodboards and personal videos in nature.

 

* PLEASE NOTE: original music spec'd was not used in final pieces

 

 

TELLING THE STORY OF A BRAND + BRINGING IT TO LIFE

 

I work with companies from different sectors of business and various sizes —
from 1 to thousands — both domestically and globally. I work on concept, content, strategy, logos, brand messaging, marketing plans, collateral and marketing across
both print and digital mediums. From traditional printing methods like letterpress
to digital savvy SEO optimization and social media — I bring the brand owners
challenges to the forefront and elevate and articulate the story of the brand.

MORE LOGOS AND BRANDING AVAILABLE ON REQUEST

 
A2_atlas_logos_SB-4.jpg
3.jpg
4.jpg
Logo_FY_MercantileBlack_1.jpg
MS.jpg
MW_weblogo.png
Apprécier_guidelines_80615_v1.jpg
LOGOs.jpg

MY PHILOSOPHY

 

I'm a storyteller. I take the glass half empty and hand it back full. I find the gold in the project or product and make stories to grab their audience. I'm allergic to fluff. I cut to the chase and get to the point. I create experiences. I construct worlds. I connect the dots.

I'm a mindful brander — integrated, purposeful, relevant and authentic. My tools are
based on emotional intelligence and soulful drivers, supported by a clear structural foundation for your organization, your brand, your storytelling and your appearance.

 

 
MW4.jpg
MANDUKA_JGROEBER-5.jpg