Ipanema is a family owned Brazilian/Portuguese restaurant that has existed on the same block in Midtown West since 1979 on a street affectionately known as Little Brazil.
Over time Ipanema had built up a loyal customer base of regular lunch crowd and Yelp/theater district diners at night. While this base would have remained steady in the same location, ownership wanted to relaunch with a vibrant brand and interior makeover that appealed to a wider audience as well as the existing base.
Creating the right print material experience for Ipanema to match the raw, organic and vintage brand we had created was paramount for me.
Some items I oversaw and conceptualized include: Menus, Matchbooks, Coasters, Postcards, Business Cards, Flyers, and Uniforms.
Currently on contract with Mile End, a Montreal-inspired Jewish Delicatessen/ American (new) fusion restaurant with three locations. Some agenda items include: brand evolution/ management, creating food campaigns, social media, photography, graphic design for collateral and menus, coordinating events, e-newsletter, signing up with third party booking partners and developing catering business.
Check out the Instagram account that I manage daily!
Creative professional focused on creating and marketing unique brands that tell a story. I love working with groups and owners who want their work to stand out. My skill set is evenly balanced between my passion for branding + identity, along with my strong track record of marketing products and services with the bottom line in mind.
My professional background involves working on Public Relations for Disney & Fox films at Annexe Communications, branding + marketing various pharmaceutical products at ML Partners, building a new website for Carvi Hotel, rebranding Ipanema Restaurant and developing the brand and website for Zieba Knives .
I am currently accepting taking freelance/ consulting project offers.
Let's get in touch
Black Seed Bagels is a New York City's premier artisanal bagel shop. A unique (and delicious) fusion of styles from New York + Montreal bagels, Black Seed also demands a completely original brand essence and design.
After my work with Montreal-inspired Jewish deli Mile End, I was tasked with expanding the branding and identity for Black Seed.
Beginning only with a logo and website, I am currently helping to evolve their brand kit and collateral.
Michael Zieba is a Brooklyn-based knifemaker.
He recently approached me to help him with an ambitious rebrand and e-commerce website.
I personally conceptualized the brand, designed the website in illustrator, wrote copy and coordinated site code/ launch.
Carvi Hotels is a two location hotel group, with one location in NYC and one location in Portugal.
I was responsible for all branding + design, digital marketing campaigns, competing with OTAs for direct bookings, updating print collateral and personally designing a new website
To view, follow this link
I have art directed, staged and photographed various photo shoots that have appeared in Time-Out Magazine, Food52 and various newspapers.
Shallow's Cafe is a Caribbean-inspired cafe in Crown Height's, Brooklyn that serves an array of dishes from Burgers to Ox-Tail.
The owner's goal was to create a website/ brand/ collateral kit that represented the crossover between her new life in Crown Height's and her roots in Trinidad & Tobago.
My last project before leaving for New York was creating an umbrella brand that would be the consumer facing side of all customer retention efforts.
Along with my creative partner/designer we created the Jump brand and planned its whole lifecycle together: Consumer facing (in the home / online) and on a corporate level to help sell Jump to partner pharmacies so all their creative and retention efforts were done for them.
Sage was a magazine we created as a way to induce customer loyalty by sending free copies along with diabetic / pharmaceutical supplies. We would also use the ad space to create revenue, as well as push our own products thru advertising.
I worked on finding articles, potential advertising partners and coordinated print/deployment.
Here's my latest series from a recent trip to Japan (2016).
I have a background in site mapping and web dev. This project with my:creative was a real success. A fully responsive, full screen website that not only engages with the public but gives them an incite to the restaurant experience.
Have a look for your self.
Cosgrove is one of the many pharmaceutical brands I've worked on. Essentially the goal was to create a site that generates leads for our partner's wholesale sourcing operation.
I worked on the brand / site / corporate logistics.
Some special skills include:
· After Effects
· Final Cut Pro
· Pro Tools
Creating the right marketing mix for this unique restaurant required a fine balance between digital marketing, social media, PR, networking, group event coordination and local area ground game. Some success can also be attributed to the pursuit of private events, newly revamped Happy Hour and catering operations, which I oversaw.
While there are always growing pains of a new restaurant, the marketing efforts for Ipanema have clear ROI.
Rest Assured is a PERS (Personal Emergency Response System) that is still in use in the US today.
My role in this project was working my creative partner on the brand, creating the wireframe for the website, writing content for print materials, art direct photo shoots, and marketing the service. Our marketing campaign included finding affiliates and distributors to help sell to nursing homes and seniors across the United States. I also worked directly with our sales manager to onboard customers.
I also worked on the sales team by writing sales scripts, creating presentations for business development purposes, and helped map out our logistical path.
A major brand crossover point involved translating our identity into the new space we were taking over. After an extremely arduous renovation project we began the conceptual phase of bringing our raw, yet up-market Brazilian / Portuguese aesthetic to life.