Creative Director for the Tour de France Femmes avec Zwift partnership campaign for the inaugural 2022 event.

This was a two part project.

PART ONE:
Creative Platform & Strategy

The Ask
Create a creative platform to elevate women’s cycling that breaks through the noise and gives the TdFFaZ a strong look and voice for the next 4 years and beyond.

The Process
A group of 6 women from across the globe who came together as a makeshift agency, we called ourselves the Femmes 6. We pitched the creative strategy for the TdFFaZ partnership campaign against multiple global agencies—and we won!

From there we came up with the strategy, a campaign roadmap and ultimate landed on the creative platform: #NEWRULES

From a creative lens the biggest creative challenge finding a sweet spot between the heritage of the TdFF and the bold, checky nature of Zwift, a technology brand that has gamified training at home.

Our goal was to infuse the TdFF with Zwift’s unique blend of dynamism and joy to reimagine and reposition women’s cycling. And ultimately inspire younger generations to grow women’s cycling.

We explored three different design worlds on our way to establishing the Colour Slash - Graphic Treatment:

The forward slash colour blocking is inspired by TdFF graphic elements and the iconic “Z” of Zwift, but blown out in size and saturated in Zwift colourways. The result is expansive, dynamic and energetic—reminiscent of a hill climb. The forward slash always goes from left to right, and always up.

We created an exploration creative platform to show the viability of the concept across all mediums. As well as outlining over 30 stunts, events or collaborations that could be gleaned from to activate this new women’s cycling movement. Including, podcasts, 60 second educational videos, partnerships, advocates, instillations, and more.

FEMMES 6
Julia Plowman - Leader
Alison Tetrick - Pro-Cyclist
Zoe Scaman - Strategies
Julia Blackburn - Art Director
Willow Bacon - Copywriter
Hanna Boone - Creative Director

PART TWO:
Creative Execution

The Ask
Worked in house for a three month contract as Creative Director for the TdFFaZ project to lead the creative team for execution phase.

The Result
• VISID playbook
• Photoshoot Creative Direction
• Website Design
• Branded Assets for 2 events
• Merch
• Social strategy

The Ask
Design a brand book that help as a brand regulatory tool to help steer the ship in one direction as well as an onboard tool to be sure all members of staff understand what WILDFANG believes and stands for in gender norms conversations.

Process:
Worked closely with the founders to understand their brand, the needs of the brand book, their vision, and ultimately took their ideas and turned them into smart informative graphics, approachable messaging and an inspiring final product.

Creative Direction
Web + Graphic Design
Product Development
 

Barre3 was already a leader in the Barre industry. Now they were ready to take the next step and become a leader in the Health and Fitness industry. But first, they needed a new website.

My team thoroughly evaluated the brand look, voice, tone and to make sure our message was clear: The class is King and a balanced lifestyle is our Queen. Using this mantra as our Northstar, we created a new visual aesthetic with esteemed photographer Rafael Astorga that embodied the energy, motion and feeling of the class experience. The site took on a much more modern look, embracing white space, san serifed fonts, clean CTAs and a simplified logo.  

The launch of the new site perfectly coincided with open enrollment for barre3’s largest annual campaign event, the barre3 January Challenge. The new look got rave reviews from clients, fans and PR alike but more importantly, it allowed for a 50% increase in subscriptions within the first month.

I directed creative for the entire barre3 brand overhaul, which included: a full responsive ecommerce site, a micro Challenge-specific site, print collateral for in-studio marketing and branding, retail product, and Digital Ad, email and social campaigns.

Barre3 Social platform allowed us to transform barre3 from a beloved workout to a sought after lifestyle. Here we focused not only on the 60 minutes of class time, but also the other 23 hours of the day: friendships, family, nutrition, and overall health, with of course a health dose of retail. Our goal was to showcase a balanced, happy, attainable lifestyle. This social conversation elevated barre3 to be the leader in the Barre industry because it formed such a profoundly loyal community. No other Barre company has nailed that like barre3 did. That powerful community was the catalyst for some of our most amazing collaborations, including: Dr. Oz, Every Mother Counts with Christy Turlington, Well & Good, MZ Wallace and many more.

I led Creative Directed for our creative and marketing teams, including: set monthly themes, directed photoshoots, sometimes I was the photographer, selected final imagery, created illustrations, edited imagery, and finalized campaigns. Our team was talented and all hands on deck, special shout out to Sara Schumacher, my lead designer on many project—I learned as much from her and she did from me.

Barre3 didn't have a retail program when I started working there in 2012. Coming from a product development background, I knew that the right retail products would create “human billboards” for the brand, generating both increased profits and powerful grassroots marketing opportunities. So I spearhead the creative direction, growth and expansion of the barre3 retail line into a must-have boutique fitness clothing line. By 2015, the line sold over a million dollars through a combination of online and in-studio sales.

To bring our retail program to life, I directed trend research, set the look and feel of each season through mood boards, led product design and development, oversaw quality control with printers and vendors, directed photo shoots for both lifestyle and stills, and developed marketing campaign strategy for the online shop and in-studio retail experience.

Executive Producer - Anne Potter
Digital Director - Peter Marks
UX Designer - Sarah Olsen
Retail Manager - Elena Rotondi
Graphic Designer - Jaclyn Hudak
Photography - Sara Schumacher, Rafeal Astorga, Madeline Metcalf
Creative Direction - Hanna Boone
Media Manager - Kait Hurley
Producer - Ronni McOmie

Brand & Digital

Design Director
Brand
Merch

Lance Armstrongs media company

Chief Creative Officer
Creative Direction
Brand
Experience
Retail

I joined the StarCycle team at a very exciting time; They had just established funding and were ready to grow their boutique fitness Franchise based company to the next level and across the country.

When we began the rebrand process we were looking to solve for the following: The brand was reading hyper feminine and they wanted to open up the clientele demographic more to men in both ridership and franchise ownership. The original branding was just a singular logo, they needed to expand their icon set, colourways, typography, and build a style guide and brand book to allow a scaleable brand across multiple studios and owners across the nation.

I evolved the original logo into a mark that was more polished and felt timelines, and complimented it with three other marks for more options and a more comprehensive brand offering. We kept the original bright ‘Star Purple’ (268c) but instead use it only as pops and accents, and introduced a darker ‘Night Purple’ (276c) to play the lead colour role. This kept the original vibe of the brand but upgraded it to a more mature and inclusive look.

Along with the aesthetic updates, I lead a team to establish a clear voice and tone of the brand, including slogans, key phrases, brand pillars, brand mission, differentiators, plus much more and all outlined in a 57 page Brand Book—the final product I am very proud of. It’s easy to create something beautiful, but with out the “why” or the “what” the product mission can come off flat. The words bring life and culture into a company, and if done well, can transform a brand into a lifestyle.

This dynamic rebrand touched all mediums of the company, including: In-studio Experience Design and Interiors, Website Design, App, Social Media, Marketing, PR, Franchise Sales, Event Design, Retail and Product design, Internal Decks, Presentations and operational tools for Franchisees to be educated and execute the same high level of brand standards at their local level.

After the rebrand, StarCycle has experienced a 200% growth in open studios, and I am very pleased that our ridership has shifted from roughly 12% male / 88% women to 24% male / 76% women, now with two male franchise owners as well.

VP Operations - Lainie Glenn
Graphic Design - Jaclyn Hudak
Web Development - Broc Gailit
Marketing Director - Tracey Wyres
Digital Marketing - Nicole Ciomek
Copy Writer - Willow Bacon
Social Media - Haley Smith
PR - Danika Daly

Creative Direction
Photoshoot CD
Brand
Retail
Social Strategy
 

Owner, Elaine Hayes, had a thriving Pilates business in SOMA San Francisco when she reached out for a rebrand. Originally called ‘Mint‘, we quickly realized trademarking was not going to fly so we switched gears and did a full rebrand to MNT Studio. The new acronym embodied the three pillars of the brand: Move Nourish Transform.

Elaine wanted to create a high end boutique experience in the city, like a retreat that people could escape the hustle of downtown SF and truly focus on them selves and filling their internal cup. In line with the rebrand was a full remodel of her flagship studio. The end result was a spa like experience in every room and with every touch point—physical and digitally.

MNT is now opening studio #2 in Silicon Valley in late 2019.

Project scope included:
• Full rebrand with new logo(s) and icon
• Establishing clear brand voice
• Comprehensive brand book and style guide
• Experience design in collaboration with local Interior Designer, including signage and storyline
• Social strategy and styling guidelines,
• Digital marketing and website development
• Photoshoot creative direction,
• Retail design and development
• Service Design and outline for a business ecosystem in collaboration with Molly Ackerman of SuperDeep.

Photographer - Ashley Batz
UX Designer - Sarah Olsen
Service Designer - Molly Ackerman
Copy Writer - Willow Bacon
Creative Direction, Graphic Design - Hanna Boone

Brand relaunched late 2016

Web Design
Brand Awareness Paid Media Campaign

While at Swift, I was lead designer for the Nike Training Club digital marketing campaign, including: both static and rich media Ads, email banners and social creative. The visuals shown here are just a taste of the 30+ set of banner Ads. 

This was such a fun campaign to work on, particularly working with the Nike staff, epic photography, and ground breaking concept at the time. It turned me into a die hard NTC fan, I still have and use the app today.

Creative Direction
Branding
Packaging Design
Website

Creative Direction
Marketing
Packaging
Digital

Web Design
Print Design
Social

While at Swift, I was Lead Designer for their Nike Womens account and tasked to created a series of email newsletters, social creative, Ads and promotional print collateral. 

This was a brand I instantly sank my creative chomps into. I related to the demographic, thoroughly enjoyed learning more about 'her', the analytics of who she was and how she wanted to be engaged. The aspirational photography, street style themes and hand drawn illustrations made this a very fun brand to work on.

Product Development
Branding
Graphic Design
Web Design

While I was at K2 Sports, I worked in their in-house creative agency, The Sandbox, who worked for all brands under the K2 Sports umbrella: K2 Skis, K2 Snowboards, Line Skis, Ride Snowboards, Atlas Snowshoe, 51/50 Snowboards, Tubbs Snowshoes, Full Tilt boots, K2 Skate, Zoot, Madshus, and Powderidge.

In my four years there, I touched every brand above in some capacity, but my passion projects were designing Women's Skis and accessories associated with them, featured here: K2 T-nine Womens Skis, Line Ski Guest Artist, Pink Chase Fundraiser Event, K2 Women's Backpacks, K2 Womens Gloves.

Creative Direction
Branding
Product Development
Marketing
Graphic Design
Web Design

As Lead Designer for Atlas Snowshoes, I came on at a very exciting time. Atlas had recently been acquired by K2 Sports, which meant an opportunity to completely transform the look of the brand. It was a full redesign, from product to marketing, and the result was a 40% increase in sales two years in a row.

This was my first product development role; bringing 2D design to life was an extremely rewarding challenge. However, what I found to be the most fulfilling was having my hands in all aspects of the process: from branding to product development, photoshoot direction, marketing and website development. In doing so, I learned that I excelled at seeing the whole picture and then executing down to the last detail. It was here that I discovered what I truly love doing—elevating ideas to lifestyle brands.

I had the privilege of working for Tea Bar as a contract Graphic Designer for two years (read: side hustle). Tea Bar was the epitome of a beautiful start-up that already had an established primary logo, but needed help refining the over arching branding and how that scaled into other collateral, including: Print, Product, Merchandizing, and Digital.

I worked closely with the founder to bring her vision to life. She was very inspired by Japanese culture, design and a very clean minimalist aesthetic—which I found very inspiring and loved curating an almost Scandinavian feel.

Project scope:
• Style Guide with Branding Creative Direction
• Marketing Collateral
• Brand Collateral: Business Cards, stationary, email signatures, etc.
• Product Design
• Retail + Merchandizing Strategy
• Internal Pitch Decks
• External Signage

Photographer & Social Goddess - Candace Molatore

2017 - 2019

Product development

I had the honor and privilege to be the hard-goods lead designer for the 2010 Olympics in Whistler, Canada. This was a fantastic experience working with such a fabulous, detail oriented team. I got the chance to travel up to the Olympic head quarters for the kick-off and enjoyed the games live in Whistler. Loved every minute of it. 

With her first book launch in the near future, Andrea Bemis, owner, farmer and chef of Dishing Up the Dirt food blog, wanted to refresh her branding and redesign her site to feel more like a lifestyle brand, and less like the standard WordPress template she had long out grown. 

This was the first redesign for Dishing Up the Dirt logo. The goals were to make it more approachable, sophisticated and grown up. We did away with the coloured gradient, but kept Andrea's beloved Beet icon, her self proclaimed spirit vegetable.  The final logo utilizes the same idea of the first logo, with an upgraded custom font face and new horizontally balanced, primary layout. 

For the site, our primary goal was to make the site feel more dynamic, expanding the conversation from just a blog to a lifestyle site where people want to explore. The new homepage reads more like a story, letting people get a larger perspective of all the recipe types Dishing Up the Dirt offers. Functionality, and search ability were also very important goals. We wanted to give viewers the reigns in food selections, a choose your own adventure recipe journey through the dedicated Veggie pages and dynamic filtering system on the Recipe landing page.  Lastly, we wanted to share Andrea's character and rich personal story in a visually appealing way, and be able to feature her book, and other exciting future ventures on her About page. 

Development & UX - Ben Ipsen
Photography - Andrea Bemis
Creative Direction, Web and Graphic Design - Hanna Boone

Site Launched November 2016

Creative Direction
Branding
Graphic Design

When I began working with Blend Coffee Shop in North Portland, Oregon, the shop had just changed ownership and was about to embark on a full remodel and rebrand. The client wanted the updated brand to have a urban/rustic feel: Think raw wood edges, steel and concrete details, Edison lights mixed with with an old-world elegance. We created a full business suite, brick and mortar marketing material, social, and internal/external signage. The final results completely transformed the space into an urban retreat. The coffee shop already known for killer cappuccinos was now elevated to new favorite hangout status, every table filled with caffeinated customers drinking in the new aesthetic.

Graphic Design

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