Brand + Storytelling
Whether it’s a seasonal campaign or building a brand from scratch, I’ve worked in-house to develop brand identities, campaigns and strategies for connection and growth.
Building the Fitler Club brand.
Fitler Club, a private membership club combining programming, dining, fitness, co-working and gallery space all under one roof, was a first of its kind. As Creative Director, I led the development of the brand and bringing Fitler Club’s visual brand identity to life.
Behind the Door
A stroll through Philadelphia will show countless doors of different colors, sizes, styles and age – as diverse as the people of the city in which they live. The door is a welcome symbol to those who pass through, but has an air of mystery as to what’s behind it for those who don’t... The symbol and first impression of someone’s home is their front door – a nod to Fitler Club being a “home away from home”.
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As a founding team member in 2017, I played an integral leadership role in building Fitler Club from the ground up.
Responsibilities include:
Integrated Brand Identity
Design System
Creative Strategy
Campaigns + Visual Storytelling
Building a Creative Team
Creative Services
Fitler Club’s Construction Campaign
How do you introduce and market a place that does not exist? A campaign that sells the dream of what's to come and allows the new community to envision themselves in the spaces being created for them. This campaign launched while Fitler Club was still being built. We shot the spaces and member experiences in the active construction zone. A true start-up, grassroots photoshoot, the construction workers are really working and the models are team members.
(All hands on deck, I’m at The Spa. And yes those are real sparks.)
Fitler Club’s ‘Just a Peek’ Campaign
Luxury hospitality is all in the details.
I captured moments using vignettes, to showcase the exceptional level of detail and service a member will experience, without giving it all away.
