Greg is a Creative Director for digital and traditional brand advancement. Business-minded, diligent, cross-channel thinker, leader and designer versed in the fashion apparel, beauty, luxury and lifestyle sectors. Dedicated to shaping ever better means of engaging customers through creative modes of online and traditional communications and brand experiences. I have held various leadership positions guiding both in-house and agency creative teams through all endeavors. Work spans all aspects of large-scale, fully integrated brand expressions including advertising campaigns, brand positioning and identity design, web design, packaging, editorial content and retail design. Led design and creative development of ecommerce and interactive experiences including information architecture, user experience, content, photographic guidelines, online advertising and social components. Highly regarded and experienced in conceptualizing and realizing photographic campaigns on-set and through all phasess.
I led the UX, design and content of dvf.com at its inception. Working in collaboration with many stakeholders I facilitated the progress of the website through all stages of concept, platform due diligence, design and development. As the creative director I led the vision and orchestrated the teams that produced ongoing content, promotions and merchandising assets that kept the site a vibrant reflection of the ongoing brand. WWD recognized the site as one of the top ten in fashion.
Issue 3 of the DVF magazine featured the key styles of the ‘Rock Goddess’ collection. Youthful spirit, vibrant color and airy ease were story highlights from the designer.
Photography: Josh Olins. Stylist: Charles Varenne. Hair: Franco Gobi. Makeup: Makky. scenic design: Phillip Haemmerle. models: Clara Alonso, Michaela Kocianova, Liu Wen, Elisa Sednaoui. Casting: John Pfeiffer. creative direction, shoot production, on-set art direction, talent acquisition, design and print production.
Various show invitations and promotions.art direction, design
The radiant color wave collection appeared in international issues of ELLE and Harper’s BAZAAR to coincide with store openings in Asia and Europe.
photography: Chad Pittman. art direction: John Lee and Jiae Kimcreative direction, design
Letterpress invitation with custom envelope and stamped closure created for the DVF Resort show during Pitti Immagine in Firenze. art direction and design
This magazine was developed to showcase the full range of the collection. Oversized and highly energized the images also appeared in ads, online and in stores. The Outcome: increased demand and sell-through of featured styles, praise from retail partners.
photography: Greg Kadel. styling: Giovanna Battaglia. creative strategy, creative direction, art direction, shoot production, design
DVF stores expanded across 19 global cities. I worked closely with local project teams in Paris, Brussels and Shanghai to develop store identity and visual merchandising programs—authentically replicating the DVF story across diverse store footprints.
Various ads created for placement in art and culture magazines.
DVF created this homage to Wonder Woman and women's empowerment in collaboration with Marvel Entertainment and Vital Voices in recognition of International Women’s Day.
essay by Gloria Steinem, character illustrations by Konstantin Kakanias. art direction and design
Issue 2 of DVF magazine featured a collection story inspired by Marlene Dietrich and was photographed by the legendary Gian Paolo Barbieri.
stylist: Giovanna Battaglia, hair: Dennis Lanni, makeup: Christopher Ardoff, models: Flavia and Allegra, Casting: John Pfeiffer
Drawing inspiration from early 20th century photomontage these colorful compositions reaffirmed the brand in advertising, online and flyposting. art direction, design
Creative concepts for website design, content stories and eCommerce presentation developed in partnership with the agency Sweden Unlimited. Creative strategy: to reflect the whimsical nature of the brand and avoid preordained conventions in the shopping experience. creative strategy, art direction, presentation, web design
To commemorate their exhibitions I designed this promotion to look like a book and contain individual cards of each artist's show.concept, design
Initiating a change to a 25 year-old iconic visual identity for the LE CHÂTEAU store required a defined perspective. Competitive analysis of industry trends and ecological considerations preceded a broad design investigation and recommendation. creative strategy, creative direction, design, project management
This inaugural campaign was conceived to reshape perceptions and reestablished the brand as a modern resource for style. These multi-purpose images captured the full range of their fall collection and appeared in magazines, in-store, outdoor, online and printed lookbook.
photography: Sebastian Kim. styling: Charles Varenne. casting: ACW. models: Jeisa Chiminazzo, Kelly Rippy, Sheila Marquez. strategy, creative direction, shoot production, art direction, design.
Online editorial content features that explained the season's various style trends.
This campaign weaves the brand’s seasonal trends across multi-purpose images that appeared in magazines, theatres, in-store, outdoor and online.
photography: Sebastian Kim, styling: Charles Varenne, casting: ACW, model: Ben Hill, Bette Franke, scenic design: Phillip Haemmerle. creative direction, shoot production, art direction, design,
These multi-channel advertising images photographed in Palm Spring appeared in magazines, online and in-store.
photography: Sebastian Kim. styling: Charles Varenne. casting: ACW. models: Jessica Miller, Brad Kroenig. scenic design: Peter Klein. creative direction, shoot production, art direction, design.
METRO, the UK's largest daily paper, sought to extend its readership beyond the morning commute in a highly competitive market. The brief requested a mobile version of the paper, but ethnographic research uncovered more about what people really wanted and would value in a mobile news experience. The solution takes the form of PAPERBOY, a news aggregation app that captures each individual user’s past viewing habits and shapes a personalized news feed that serves to their relevant interests. The expanded UX included an interface that allows each user to see and interact with a visualization of their viewing history along with intuitive settings that allow them to dial in their own ratio and categories of content. The app featured search abilities and a one touch way to share content across all social channels.
Brand identity and packaging structure that reflects the unique nanoparticle formulation of this skincare line. creative strategy, design
Art direction of 'Englishman in New York' photography by Andrew Weir for issue 49. Styling by Timothy Reukauf, grooming by Jordan Long.
Asking the question, “How Now?” these typographic title pages announced Neiman’s trend forecast for their magazine. copy writing, design
Visual identity that helped this Chelsea restaurant launch with a splash including logo, menu, signage and event invitations.
World of Dance competition winner #iDanceMikey, makes the beautifully mean streets of Bushwick his own. Set to Depeche Mode’s ‘Precious’ it was co-directed with Andrew Weir with cinematography by Ivan Clow. story, direction, editing, production
An invitation for Planned Parenthood’s largest fundraising event, featuring an auction of portraits by world leading artists. concept and design
A small batch distillery sought creative support for a new gin product to enter a highly competitive and crowded market. Working with the agency, DUST we mapped out a naming process to explore literary, historical and geographical themes to mine some possibilities. Each name joined a matrix and was evaluated in terms of image, memorability, phonetics and ability to trademark. What evolved is a design language that connotes modern heritage, craft and Vermont-ness. What distilled became a bottle presentation and identity that with black and white honesty, conveys modest self-assurance and purity. Snowdrop experienced full sell-through of it’s first production run and increased volume re-orders from retailers. Snowdrop’s success translated across the distillery’s entire product line and has opened the door to expanded distribution. creative strategy, product naming, identity design, packaging design
15 million people living as refugees or in displaced status represents a humanitarian crisis. Following a human-centerd approach this concept provides a service that unites people within camp communities by their skills and profession. Research showed that SMS enabled mobile phones are a reliably available technology even in indigent communities and that lack of work was a chronic condition. Users register and create a profile of their abilities, availability and vital information. The service allows people who need help: domestic or professional, to search by skill or to post requests. The service functions to connect employers with skilled providers from a database that sends simple alerts via SMS.
For an independent short film I designed lace-like graphics to veil the footage making it more discrete and adding an element of curiosity. art direction, design
The magazine is also a brand and building its identity true and strong across a multitude of projects was part of my role. I was responsible for design that touched every corner of the magazine including the logo, books, events and promotions. art direction, design
Zeroing in on the strongest image and getting the push and pull of typographic styles to speak on the newsstand is the key to the subtle art of designing covers. Here are a few of my favorites I was part of over several years. art direction and design
What can I say, having the fortune to work among the world's greatest writers, editors, photographers and colleagues was magical. Here is a very small selection of my favorite pages that I was part of. art direction, design
Reinterpreted Art Nouveau packaging system for a bueaty and bath line. The project received a gold CLIO Award for design. design