TAFT Brand Refresh

As Creative Director, I partnered with VP of Brand McKenna Taylor to develop a refreshed strategy for TAFT—elevating the brand while preserving the bold, unexpected character that made it distinct. I translated that strategy into a new visual direction, redesigning the website and establishing a richer, more editorial approach to photography that I directed across campaigns and product launches.

I led the broader creative execution of the refresh, with Kevin Cantrell developing TAFT’s new pattern and monogram system as part of the evolved identity.