Vuori Clothing
2024-Present
Founded in Encinitas, CA, Vuori is an activewear brand that embodies the spirit and community of coastal southern California. Focusing on the brand story while also defining how it appears in relation to competitors has been a fun challenge. Working with an incredibly driven and talented internal team, these have been some of my favorite projects so far.
Design Philosophy
An ongoing series that highlights the WHY of what we make and the people behind the design. Volume 2 dropping Feb. 2026.
The task was also to highlight Vuori’s point of view on design and the lifestyle that inspires us. The brand is heavily influenced by the spirit of Encinitas, my hometown, so it was special to shine the light on the community and energy that connects to the product we make.
From the initial storyboards to design and animations for the series, internal interviews with design team for months, pitching to a a small film/edit team and working alongside an old friend and colleague on the script. This was the first evergreen piece that spoke as a brand to define Vuori to a larger audience.
Zen Shorts
“Find Your Comfort” was the headlline we used to create a series of visual zen moments. Featuring current seasonal colorways for our latest DreamKnit™ products combined with matching environments and dual gender low-sweat activities. Shot over 3 days in the bay area with Stept Studios.
Partner Launch NYC:
Jack Draper
Building the campaign to launch Tennis professional during the US Open in New York City. Creating a presence that could stand out through static and digital billboards, wheatpastings, Vuori retail windows across 4 locations and main event visual direction. The launch also teased through digital platforms and website takeover.
365 Days of Opportunity
A unique opportunity to use brand messaging post-holiday to inspire folks well into the new year. The challenge was to tease out product from the current drop as well. This is a time when not much shopping is done, so we had fun creating a message of the new year being “365 Days of Opportunity.”
We pulled footage from our library that would be eye catching, met the brands ethos, and gave a bit of a twist with design and type styles. Studio imagery had overlay of nature projected on models to feel softer than our typical ecommerce shots. The message came first, with just a great set of visuals and pace to inspire into the new year.
Copy: Kate Law
Design: Adam Lerum
Motion: Judd Hertzler
Holiday Collab with Artist Cody Hudson
As part of our Holiday campaign, a custom pattern was directed with Chicago based artist, Cody Hudson to feature on a custom seasonal tote and retail bags. As well as texture throughout all retail windows, in-studio shots, website and emails.
Incase Designs
2010-2013
Incase is a brand that leads with design with a focus on protection and lifestyle. Throughout the years I created campaigns for audio, artist collaborations, device and bags collections. The photography had to enforce the same high level as the products we made. Clean lines, consistency and attention to details were essential to the photo and brand standards.
Nixon Watches
2002-2006
Nixon makes the little shit better, at least that was our internal manifesto. All watches and accessories were custom designed for a global market rooted in action sport. I was responsible for managing a team of designers to cover all day-to-day responsibilities for seasonal campaigns, graphics, UI redesigns, workbook and tradeshow needs. During my time, we brought the photo studio in-house and shot all of our content for faster turnaround and for more experimentation.
Mollusk
2014-2016
What was supposed to be a two week website redesign went on for two years. Helping a small team deliver seasonal graphics and product launches along with shooting all product in-house for ecomm.
