We launched this entire sub-brand and brought it to market, developing the identity, packaging, brand collateral, seasonal campaigns, and overarching brand strategy. We focused on the group the product serves: urban commuters. So we supported the urban commute: fixing bikes, repairing clothing, and creating new spaces for community. Over six years, we took Levi’s Commuter where the cyclists were, providing resources, content, and experiences. This meant a bike repair and tailoring truck that traveled the country fixing people's bikes and jeans. We showed up at music festivals and cycle meets at core stores. And we created free community workspaces in NY, LA, and London, programming them with free live music, screenings, and workshops.
My role: Creative direction, programming, strategy
Agency: Imprint Projects
Producers: Nina Sers, Emily Sills, Lien Nguyen, Dina Pugh
Design: Matthew Goodrich, Connie Lui
Creative director / strategist working with global brands and local communities for over 15 years. As co-founder and creative director of Imprint Projects for 12 years I developed ongoing brand platforms for Google, Uniqlo, Levi’s, Sonos, Spotify, Absolut, Soundcloud, and Vans, and nonprofits like the Gates Foundation and The Museum of Modern Art (MoMA). I have since worked with various agencies for clients like Louis Vuitton, Lacoste, Berluti, H&M, Versace, Aläia, Canada Goose, Marc Jacobs, and RCA Records.
Imprint Projects was championed by AdAge (Best Small Agency, Best Agency Culture, Best Experiential Agency), The Drum (Experience Agency of the Year, Brand Activation of the Year), D&AD (Wood Pencil for Branded Documentary), Digiday (Finalist Best Community Building Campaign, Finalist Most Innovative Independent Agency), and Campaign US BIG (Experiential Excellence).
I also founded the bookstore, Family, in Los Angeles, that ran for 15 years, specializing in artists' books, zines, and artist events. I have written about art and culture for Gagosian Magazine, Fantastic Man, Another Man, GQ, the Believer, World of Interiors, and as a guest editor for Paper Magazine. I am author of the books Heads Together: Weed and the Underground Press Syndicate (Edition Patrick Frey) and Handmade Utopia: Back-to-the-Land Architecture in Northern California (DAP / Edition Patrick Frey).