Incredibly excited to see this happening; the identity we designed 3 years ago while at STC Associates for Tysons Partnership. Thanks to Michael Caplin for his trust and support is finally making it toTyson's water tower! Watch the timelapse of the installation here: https://vimeo.com/132291328
The Sonic Radiance Clarisonic ad campaign was in its infancy when I came in. The ad lay out has evolved numerous times during my tenure as well as the product name itself. Both packaging and logo were developed internally at Clarisonic by the creative team. The Photoshoot was done in two parts last year in New York. A wooden structure covered with metallic tin foil was built and shot simultaneously during the model shoot. Both were superimposed in post production with various lighting effects to simulate the light radiance coming form behind the "door".
Hair by Terese Broccoli
Photography by Liz Von Hoene
Ad spread in Vanity Fair's U.S. August edition
This limited edition packaging was developed for the US Market only and Sephora back in September/October 2013. It hit the shelves in March 2014.
It is a translucid colored shell and the device come in three different colors. The challenge of this project is that the internal engineering was not designed with the purpose to be seen, therefore some changes and adjustments had to be made. One was to include LEDs as well as a Clarisonic mark inside the mold, the visual was treated as the star on stage under the spotlights.
Tysons Partnerships, in Virginia won a Gold Hermes Award for its brand identity scheme and Urban Design. This is one of the last projects I worked on while Creative Director at an agency in NYC and the award came literally the same week as I departed. The trust and collaboration with the client on this project was really amazing. One of the main reasons of the success of this project I believe, beyond the talent, enthusiasm and energy devoted by the team that was involved in this project since its early stage.
Tysons Partnership Identity Overview
Back a few years ago, Christina Binkley, the OnStyle Columnist writer at the Wall Street Journal, asked me to contribute to her article and give an brand expert opinion on Zac Posen's strategy to go mass retail with Target. At the time I think I must have been the only one that said it would be a short lived strategy. It might be a good stunt to get in the big box retailers but it is a smarter move to stand by your brand value and resist the temptation of the quick sale. Her is the link to the original article. …read on.
