Marc Jacobs has existed as a brand for over 40 years but had never created a formal brand book. Over a multi-week course of brainstorms and dialogues with a range of internal stakeholders, from designers, PR, marketing, and executives, I worked to articulate and codify the full architecture of what Marc Jacobs is about today: its essence, pillars, and personality. Our team generated a working document for internal alignment that can also be handed to collaborators and partners. Guidance included everything related to how the brand shows up: from casting, to store merchandising, social copy, and typography.
My role: Writing and strategy
Agency: Be Good Studios
Exec Creative director: Lina Kutsovskaya
Designers: Jack Burnside, Madison Dawn, Joshua Hong
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).