branding
& identity
Branding is where art meets science.
It’s about crafting a story with precision—designing visuals that captivate, creating identities that resonate, and weaving together elements that spark emotional and psychological connections.
Client: Major League Baseball
Event: Home Run Derby X
Date: August 2024
Overview:
Home Run Derby X is a fast, fun, and flexible baseball experience designed for all skill levels—from amateurs to big leaguers. Combining a team-based Home Run Derby with dynamic offense vs. defense play, the 30-minute co-ed format delivers nonstop action. With light infrastructure and adaptable programming, it works in both major league and minor league venues, making it an unmissable event to watch and play.
Strategy:
Building on past creative successes, I refined and expanded the most resonant elements to better connect with specific markets. To scale the execution, I brought in a freelance designer to help produce over 500 assets. The focus was on amplifying the “X” in the wordmark while integrating bold orange accents, textures, and dynamic shapes.
Execution:
The result was a striking series of player collage graphics, later transformed into collectible posters for fans. Additionally, I developed a social toolkit for all five markets, along with digital assets for ticket sales, merchandise promotions, and email marketing, ensuring a cohesive and engaging campaign. HRDX has proven to be a highly engaging and commercially successful baseball experience, with five sold-out events, 40,000 tickets sold, and a strong appeal to new and diverse audiences—30% of attendees were first-time fans, and 55% were female. Its lasting impact is evident, as 75% of attendees became more likely to engage with MLB content, 98% would recommend it, and 90% want to see MLB legends participate, solidifying HRDX as a dynamic extension of the sport.
Role: Creative Director, Designer
Collaborators: John Luongo, Andrew Thiele
Client: MLB Life
Project: Culture Marketing Strategy/Branding
Date: 2023 - 24
Overview:
Baseball extends beyond the game—it shapes culture, language, and traditions, from the iconic ball cap to shared moments in the stands. It brings people together, whether cheering at a bar, playing catch, or finding unity in difficult times. MLB Life aims to celebrate this impact by bridging the sport with the culture it inspires, creating a brand that highlights baseball’s role in community and everyday life.
Strategy:
MLB Life will bridge baseball and culture through a two-tiered approach: launching sub-brands with a clear POV, go-to-market strategy, and key partnerships while establishing content pillars rooted in cultural touchstones and storytelling. This ensures long-term relevance and deeper fan engagement beyond the game. Implemented a data-driven social strategy to cultivate an engaged, diverse community, increasing relevance among younger fans. By optimizing content cadence, leveraging cultural touchpoints, and refining audience targeting, we grew the social following from 20K to over 100K in just one year.
Execution:
I designed a suite of logo iterations that stayed true to the master brand while standing independently in real-world applications. The shift to black and white enhanced versatility, clarity, and cultural relevance, aligning MLB Life with fashion, music, and street culture. This strategic evolution positioned the brand as a lifestyle entity, reducing visual noise while inviting reinterpretation. I then developed a social media toolkit and conceptualized how the brand extends beyond the field into everyday culture.
*In 2024 the logo was altered to use new brand fonts.
The brand was included in key event initiatives like:
• The First Latin Verzuz - partnership with Triller - 2022
• Hip-Hop 50 Celebration at Yankee Stadium with Mass Appeal - 2023
• EEEEETSCON Los Angeles - 2024
• Todd Snyder x MLB Life Subway Series Collection - 2024
• Merchandising partnership with Complex NTWRK - 2025
Role: Creative Director, Designer
Collaborators: Matthew, Massarelli, John Luongo, Jason Yeadon
Client: Dryvebox
Project: Brand Refresh
Date: 2023
Overview:
Dryvebox was founded on the belief that golf’s challenge, satisfaction, and ability to bring people together should be accessible to everyone. With new funding secured for expansion and development, they sought a brand refresh to reflect their growth. I was brought on to elevate their visual identity and craft fresh, engaging copy for social media to drive engagement and strengthen their community.
Strategy:
The goal was to refine the existing brand by refreshing fonts, colors, and exploring new logo icons for various locations nationwide. Additionally, we developed engaging social content to boost visibility among golf enthusiasts and created new presentation slides to support franchise opportunities and future partnerships. To ensure consistency and alignment with the brand’s ethos, we also produced a comprehensive 300-page manual for new franchise owners.
Execution:
I began by deconstructing the logo to identify key recognizable elements, ultimately making the “D” in Dryvebox the foundation while incorporating a golf club for added brand continuity. From there, we refined the color palette and typography to ensure versatility across digital, out-of-home, and social platforms. To streamline content creation, I developed a toolkit of customizable social graphic assets. The result was a successful brand refresh, contributing to the launch of multiple new franchises across the U.S. in 2024.
Role: Creative Director, Designer
Collaborators: Seth Miller
