Brand Identity, Design & AI Guardrails for Growing Brands

CHALLENGE:
Most businesses exploring AI for marketing and creative work quickly run into the same wall: without proper context, AI outputs require constant re-prompting, corrections, and oversight before they're usable. There was no scalable way to ensure outputs reflected a brand's voice, channel requirements, compliance rules, or tone — and the burden of figuring all of that out fell entirely on the individual user, every single time.With 30 years as a trusted name in plant-based meals, Dr. Praeger's had recently updated their brand identity and packaging. Their digital presence needed to reflect the new direction while solving a core business problem: their products are sold in stores, not online, so the website needed to drive customers to retail locations.

APPROACH:
‍As Partial Owner, Product Design & Guardrail Architect, I recognized Synthia's core technology — a rules-based system that sits between the user and the LLM — as a powerful but underdeveloped platform for marketing and brand creative. The system needed substance: a library of reusable, ready-to-deploy guardrails that new users could put to work immediately, without deep configuration or technical setup. Working alongside my partner Alex at AXM, we built a library of nearly 400 guardrails across categories including Channel, Tone, Brand, Benefit-Driven, Social, and Analytics. We then introduced "presets" — curated groupings of guardrails designed to solve entire workflows out of the box. A CPG brand drafting a press release, for example, can combine a brand guardrail with press release formatting and FDA compliance rules in a single preset, producing on-brand, compliant drafts from the start. Beyond content architecture, my design fingerprints are woven throughout the current product — from UI refinements and admin functionality to client setup flows and overall organization — all shaped around one principle: deceptively simple, incredibly powerful.

RESULT:
‍A platform that eliminates the cycle of re-prompting by giving AI the context it needs to get closer to final on the first pass. New users onboard into a robust, immediately useful system. Clients with specific needs get precision-built guardrail stacks that scale with them. What was once an promising but bare framework is now a scalable AI infrastructure for marketing teams that want consistent, brand-right output — without making every employee a prompt engineer.

CHALLENGE:
With 30 years as a trusted name in plant-based meals, Dr. Praeger's had recently updated their brand identity and packaging. Their digital presence needed to reflect the new direction while solving a core business problem: their products are sold in stores, not online, so the website needed to drive customers to retail locations.

APPROACH:
‍We designed and built a mobile-first, modular website structured to grow alongside an expanding product lineup. Accessibility was a core focus, with careful attention to WCAG color-contrast standards and inclusive design. We integrated a "Where to Buy" store locator directly into each product page, partnering with the Where to Buy platform to connect digital browsing with in-store purchasing.

RESULT:
‍A vibrant, accessible online experience that transforms individual product pages into conversion tools, helping customers find and buy Dr. Praeger's products at nearby grocery stores and online retailers, while bringing the energy of the refreshed brand to life.

CHALLENGE:
‍PeriActive, a botanical-based oral care brand in Israel, needed a complete brand refresh, starting from the ground up with a new logo, visual identity system, and product packaging that could compete on-shelf and across digital channels.

‍APPROACH:
‍We developed versatile logo marks optimized for both print and digital applications, including tailored versions for social media, an all-caps treatment, and a lighter-weight variation. Two distinct brand directions were explored and put through rigorous user testing before a final direction was selected and fully realized. From there, we designed bottle label comps that brought the new identity to life on-shelf, creating static mockups used in consumer testing with a third-party research partner. Once the winning direction was validated, we produced print-ready label files, working closely with the print vendor to meet exact production specifications.

‍RESULT:
‍A comprehensive new brand identity (from logo system through packaging and brand guidelines) validated by consumer research and production-ready for market. The final brand guidelines document ensures consistency across all future touchpoints as PeriActive grows.

CHALLENGE:
‍After years of reduced international travel, Jamaica needed a global advertising campaign that would reignite interest in the destination — not just as a place to visit, but as an experience that reconnects travelers with a sense of adventure, curiosity, and joy.

‍APPROACH:
‍We developed a campaign concept rooted in a simple, resonant idea: it's time to come back; not just to a destination, but to the best version of yourself. The campaign positions Jamaica as a place to rediscover what we lost during years of not traveling: adventure, curiosity, romance, and that feeling of being fully alive. Central to the creative was the development of a custom typeface we named "Curious," designed to evoke a sense of wonder and complement Jamaica's vibrant photography with the island's unmistakable personality and charm. We crafted lockups for 35 English headlines and translated them across eight additional languages for a truly global rollout. The campaign spanned display ads, commercials, posters, and more…the full gamut of touchpoints to reach travelers worldwide.

‍RESULT:
‍A warm, inviting global campaign that makes you feel something before you've even booked the trip. The custom "Curious" typeface gave Jamaica a distinctive visual voice across all markets, and the multi-language rollout ensured consistent brand presence across nine languages and dozens of international markets.

Project completed as Co-Creative Lead at Accenture

CHALLENGE:
Warner Bros. had developed a set-top viewing experience that let users access bonus features tied to on-screen moments, but the interface was limiting and cumbersome. As the focus shifted to tablet, they needed a completely reimagined UX — and invited multiple agencies to compete for the project.

‍APPROACH:
‍The solution beat out five leading creative agencies by fundamentally rethinking how viewers interact with bonus content. By leveraging the tablet's gyroscope and accelerometer, we created an intuitive, behavior-based interaction model where simply rotating the device to portrait mode activated live in-scene extras — without ever pausing the movie. This eliminated the need for a second screen entirely, keeping viewers immersed in the film while exploring rich bonus content. The multifaceted extra materials were presented through a scalable design system built to accommodate a growing library of features across Warner Bros.' film catalog.

‍RESULT:
A streamlined, next-generation viewing experience that felt as natural as turning a page (selected over five competing agency proposals). The behavior-based interaction model set a new standard for how studios deliver bonus content on tablet, keeping viewers engaged with the film rather than pulling them out of it.

Project completed at Tenthwave

CHALLENGE:
‍Aer Lingus needed to drive brand awareness and bookings among American travelers for routes to Ireland and destinations across Europe; in a crowded airline advertising market where most messaging blends together.

‍APPROACH:
‍We developed two playful, concept-driven campaigns designed to break through the noise of typical airline advertising. "Go When Others Don't" spoke to the savvy traveler who craves authenticity over tourist traps — promising the Louvre without the lines, Barcelona without the bull, and Piccadilly without the circus. "Treat Yourself" took a cheeky, lighthearted approach, positioning a European getaway as a well-deserved reward — just popping out for Italian or a lovely cup of English tea, but on the other side of the Atlantic. Both concepts leaned into wit and personality to make Aer Lingus feel approachable and distinctly fun.

RESULT:
‍Two resonant campaigns that reinforced Aer Lingus as the smart, affordable gateway to Europe for American travelers. The playful tone and concept-driven creative carved out a distinctive brand personality in a market dominated by generic aspirational messaging.

Project completed as U.S. Creative Lead at Accenture with Rothco in Dublin