Archive

SNIPPETS OF DESIGN WORK FROM 2013–2020

TIMEX

Wear It Well Campaign

At Toth + Co, I contributed to the repositioning and global campaign for Timex, Wear It Well.

The work spanned print, digital, OOH, social, film, and retail, along with brand standards and logo refinements.

The campaign was rooted in a simple insight: customers treat their watches as personal artifacts—placed alongside their most valued belongings at the end of each day. This informed a visual approach that layered product with lived context, pairing still-life precision with human narrative.

I photographed initial watch studies in-house to establish the direction, which was later scaled across global campaign assets.

The line Wear It Well emerged from generational language within the brand itself, paired with customer insights to define a tone grounded in authenticity and restraint.

I contributed to the development of the visual system, including photographic direction—favoring black-and-white imagery with a sense of intimacy, nostalgia, and everyday presence.

PHOTOGRAPHY BY WE ARE THE RHOADS

NYT full-page ad
A woman sitting by a window in a cafe, wearing a wristwatch, with a large ad for Timex watches beside her. The ad features the slogan 'Wear It Well' and a clock image, with the tagline about the difference between a lunch date and a date date.
A black and white photo of a woman with blonde hair smiling while sitting at a table in a cafe, with a watch featuring a yellow strap visible on the left and the red Timex logo on the right. The text says 'Wear It Well' and 'You Know How To Spend A S
A black and white image of a young woman and man standing close together, looking at each other indoors with a large window behind them. The woman has shoulder-length hair, and the man has short hair and is wearing a quilted jacket. To the left of th
A black-and-white photograph of a man sitting on a rocky ledge overlooking a river, with a camera and a backpack beside him. A wristwatch with a brown leather strap is superimposed on the left side of the image. The text says, 'You know when to stop
A city street with buildings, moving cars, and a billboard advertising Timex watches featuring a man in sunglasses leaning against a black vintage car.
Collection of five black-and-white advertisements featuring a stylish young man in sunglasses and a patterned shirt, posing with a vintage car. The ads include bold text 'WEAR IT WELL', a red TIMEX logo, and smaller text promoting Timex watches and s
A person with dark skin is seated at a table, holding an open magazine with a poem and the headline "Wear It Well". There is a glass bottle of water to the left, a wristwatch on their left wrist, and a shadow cast across the table.
A tablet displaying a website for TIMEX watches, featuring a watch finder tool, with images of various watches below.
Display window with various watches for sale and a poster of a woman wearing a watch, with the slogan 'Wear It Well' and the TIMEX logo.
A black-and-white advertisement featuring a man leaning against a classic black car, wearing sunglasses and a watch. The image includes instructions and guidelines for layout design of a campaign, emphasizing alignment, spacing, and branding elements

CAMBRIDGE SAVINGS BANK

Modernizing an institution

I was contracted by Full Contact Advertising to aid in the rebranding of the oldest institution in Cambridge after Harvard — Cambridge Savings Bank. The team at CSB wanted to refresh their dated branding and design to better represent their current digital efforts and presence while maintaining ties to their legacy and storied past. 

Founded in 1835, CSB has endured World Wars, the Great Depression, and decades of tales both trying and triumphant. They have evolved into an institution that protects billions of dollars in assets, all the while maintaining a steadfast commitment to their relationships with their clients and community, and their reputation of being trustworthy and accommodating problem solvers.

Discovery

Cambridge Savings is a local bank that sits smack dab in the middle of an extremely competitive landscape, vying against banks both large and small, in addition to emerging fintech competitors.

CSB's brand presence was visibly dated, and did not adequately reflect its brand DNA, nor its technological advances and competitive service offerings. They sought Full Contact Advertising (who, in turn, sought me) to aid in the rebrand. The rebrand needed to allow CSB to stand distinctly among the crowd of local banks in the region, reflect its modern digital capacities, and bring the overall aesthetic into the 21st century and beyond.

Quantitative research indicated that among banks local to the Cambridge/Boston area, CSB was rated markedly higher than its competition in characteristics most touted by local banks: stable, approachable, courteous, reliable, trustworthy, smart, and relationship-oriented. We used these traits as guideposts for visual exploration.

KEY TRAITS

Stable
Approachable
Trustworthy
Courteous
Sincere
Reliable
Local
Historic
Innovative
Accommodating
Relational

COMPETITION

Cambridge Trust
East Cambridge Savings
Rockland Trust
Brookline Bank
Eastern Bank
Citizens Bank
Santander

During my research phase, I photographed the building, looking for interesting historical and architectural details that could be used to tie to the branding. I found this iron motif, which I used as inspiration for use of the acronym form of the logo, as well as connected lettering. The shape of the building itself was used as inspiration for a containing shape for the lettering – in earlier phases, it was more realistically depicted, and later resulted in a simplified representation of the building ratio.

I sketched an update to the iron detailing and brought the concept into Illustrator for more detailed work.

LIBERTY MUTUAL

A custom content hub to empower customers

MASTERthis was a digital product created by Genuine and Jack Morton Worldwide for Liberty Mutual.

The platform served as a content hub designed to help users navigate common concerns across home, auto, and life. Its core structure—MASTERkits—organized information into focused, multi-format guides on topics like moving, car maintenance, and home winterization.

I led design and art direction across the experience, collaborating with 50+ partners across agencies. My work included identity development, color and photography direction, and responsive web design—ensuring a scalable component system and AA-level accessibility throughout.

Text that reads 'MASTER this' with 'MASTER' in blue and 'this' in mustard yellow, above a color palette of yellow, orange, blue, dark blue, and navy.
A laptop and smartphone displaying the website 'MASTERthis', which offers tutorials on DIY projects and craftsmanship, with illustrations of tools and images of hands working on projects.
Screenshot of a webpage by Liberty Mutual Insurance titled 'Master this' featuring categories like weathering the storm, streamlining your move, and demystifying car care, with a top navigation menu, a select a topic dropdown, and social media icons
Screenshot of the Liberty Mutual insurance website, showing a homepage with a search bar to select a topic, and three featured articles on weathering a storm, streamlining your move, and demystifying car care.
Screenshots of a mobile app called MasterThis, featuring an introduction screen, a home screen with tool icons and a picture of hands working on a window, and a menu listing topics like car maintenance and home repair.
Three smartphones displaying different pages of a move management app or website, with content related to streamlining moves, packing tips, and articles.
Webpage from Liberty Mutual Insurance titled 'Master this' offering tips for moving, featuring an image of a hand holding a cardboard box.
Screenshot of a webpage from Liberty Mutual Insurance with instructional articles, videos, and tips about moving, packing, and car care.
A webpage from Liberty Mutual Insurance titled 'Master This', showing a person packing a cardboard box, with sections for moving tips, articles, and related masterclass courses.
Person holding a smartphone inside a car, displaying a car care tutorial app, with the car's steering wheel and dashboard visible in the background.

DEVRIES GLOBAL

Custom CMS Website for PR Agency

I led art direction and web design for DeVries Global, redefining their digital presence.

The work spanned typography, color, photography, and iconography, culminating in a fully responsive CMS built in close partnership with Strategy, UX, and Engineering.

The result: clearer user flows, improved usability, and stronger engagement—aligning the brand with the quality of its work.

A website homepage for DeVries Global, showcasing a tropical hotel with a pool overlooking the ocean, navigation menu, and sections about brand imprint services, team members, industry articles, clients, and contact information.
Screenshots of various webpage designs for DeVries Global, including sections on company culture, team members, office locations, and marketing professionals. The designs feature images, text, and navigation menus with colorful backgrounds.
Homepage of Devries Global website showcasing various brand case studies including Sonos, Beats By Dre, W Hotels, Hibiki, and Puma with colorful sections and images of products and people.
Web page design for DeVries Global with a gin bottle image at the top, sections about the client challenge, results, approach, a video thumbnail with people's hands raised, a photograph of a bartender, client logos, and footer links including offices

NYDJ

Elevating brand, product, and content for premium consumer apparel

While working on the NYDJ account at Toth + Co, I was responsible for a variety of design deliverables and art direction, including digital product design, web content design, brand book, seasonal omnichannel ad campaigns, product art direction, styling and shoots, product naming, environmental signage, tradedress, and more.

Throughout all of the deliverables, I explored the elevation of the brand through expressive typographic treatments.

Here are a few samples.

Fashion website homepage with images of women modeling clothing, categories for knits, sweaters, jackets, and dresses, and options to sign up for newsletter and free shipping.
Fashion website homepage featuring various women modeling dresses, denim, and professional wear with promotional text about fall arrivals, dresses, denim, and perfect fit.
Advertisement for slim and original denim jeans featuring two women wearing dark blue denim pants and tops against a purple background.
Fashion advertisement featuring a woman walking along a tree-lined sidewalk, promoting jeans and spring fashion.
Four women modeling different styles of rolled and cuffed denim shorts and jeans against a purple background, promoting spring styles.
A woman in light-colored pants and a blazer standing outdoors beside a hedge and stone bench, with text that reads "shades of grey" and a description of grey clothing.
A woman in a black floral sleeveless top and white wide-leg pants standing against a purple background. Text on the image reads 'SEE THE LIGHT' and a paragraph about summer linen clothing.
Advertisement for a clothing store featuring a woman wearing denim shorts and a striped sweater, with text promoting short and sweet shorts for spring.
A woman sitting on a vintage-style bench in an elegant room with wooden paneling, wearing a patterned top and dark jeans, promoting NYDJ's slimming fit denim.
Stack of folded denim jeans in various shades of blue against a purple background, with text promoting new denim washes.
Black leather jacket, gray shirt, and black jeans arranged on a purple background for fashion promotion.
A woman in a black leather jacket, white blouse, dark skinny jeans, and black high heels stands in an elegant room with marble walls and large curtains. There is text on the image promoting fall fashion.
Display of five pairs of light-colored jeans in different shades, folded and arranged side by side against a white background, with text about washing and styling tips.
A collage of six photos of women posing in casual and fashionable clothing with a focus on movement and styling, accompanied by text about studio lighting, mood board, and posing tips.
A woman with blonde hair poses in various casual and stylish outfits in a light purple studio setting.
Close-up of a pair of dark blue denim jeans with a clothing tag attached, describing the jeans as a 'Knit Jean' with enhanced stretch and a true denim look.
Product page featuring black skinny jeans with a woman wearing high heels, details about fit, style, and features, along with a section explaining the lift and tuck technology for a slimmer appearance.
Clothing store display with mannequins, mannequins dressed in casual attire, clothing racks filled with jeans, and shelves holding folded clothes and accessories.
Interior of a retail clothing store with mannequins dressed in casual clothes, shelves with folded clothing, and display racks, with purple and white decor.

Logos

Black and white logo of Timex with the text 'TRUE SINCE 1854'
Black logo with overlapping circles and the word 'SURYA' below on a white background.
Black rectangle with white stylized text reading 'LAX' placed diagonally.
Text that says 'MASTER this' with 'MASTER' in bold black and 'this' in cursive gray.
Black vertical rectangle with stylized white lowercase letters c, s, and b overlapping in the center.
Logo for Sweet Encore, a fine desserts brand, featuring a minimalistic design with a small icon above the text.
Black stylized 'CM' logo on a white background.
White background with the text 'MULBERRY LANE' in black, bold, capitalized letters.
The word "FIELD" written in black letters, with the number "23" inside a black circle to the right, featuring horizontal black and white stripes extending from the circle.
Black and white logo with the letters "EZ" surrounded by sun rays.
A rectangular graphic with a black border containing a large bold letter 'K+'.
A black logo badge with text promoting the EF COVID Care Promise with added descriptions "open world and open hearts," and "established in 1965."