Creative Director & Design Lead
I transform consumer insight into product concepts, creative platforms, and brand experiences that drive business growth.
RANDOLPH 50th ANNIVERSARY
LAUNCH ONE
FW 22 & 23
Category: Heritage Eyewear & Brand Collection
Business Opportunity
Celebrate Randolph's 50th Anniversary while reinforcing its heritage while introducing brand to new luxury audience and elevating the brand into the premium luxury eyewear market through a collector's capsule.Consumer Insight
Core customers value Randolph's military heritage but have few opportunities to experience the brand beyond eyewear.Creative Strategy
Transform the anniversary from a single product launch into a complete luxury lifestyle experience inspired by Great Gatsby elegance and American craftsmanship.Execution
Executed a premium anniversary platform by reimagining Randolph's core eyewear franchises with exclusive materials, commemorative branding, custom packaging, apparel, accessories, and retail assets to create a unified luxury launch across every consumer touchpoint.Platform Components:
• Eyewear
• Packaging
• Identity system
• Apparel
• Accessories
• Travel Journal
• Campaign Styling
• Retail Assets
Business Impact
- Highest-priced product launch in Randolph history
- $428K in revenue
- Sold out across core styles
- Introduced Sky Ivory acetate
- Elevated premium brand positioning
RANDOLPH 50th ANNIVERSARY
BOSTON - SEAPORT
SS 24
Category: Retail & Spatial Design
Overview
To celebrate Randolph’s 50th Anniversary,I designed the brand’s first-ever pop-up retail space in Boston’s Seaport district. The goal was to translate Randolph’s heritage and luxury positioning into a physical environment that engaged consumers, showcased the anniversary collection, and expanded the brand’s presence in a cultural retail hub.
Creative Direction
The Seaport pop-up was conceived as an immersive brand experience that brought Randolph’s 50-year history of craftsmanship to life:- Exterior: Designed the outside walls and large-scale signage to capture attention and signal the anniversary celebration.
- Interior: Directed the layout, fixtures, and visual storytelling to align with the Great Gatsby inspired luxury design language of the collection.
- Signage & Graphics: Developed in-store branding, wall graphics, and wayfinding for a consistent consumer journey.
Design Process
- Collaborated closely with marketing and retail partners to ensure the space launched in sync with the 50th Anniversary campaign.
- Integrated physical storytelling elements (heritage photography, campaign visuals, and premium finishes) to connect history with modern retail aesthetics.
- Ensured the eyewear, apparel, and packaging from the anniversary collection were displayed as centerpieces of the space, reinforcing Randolph’s premium positioning.
Impact
The Boston Seaport pop-up marked Randolph’s debut in direct consumer retail, extending brand visibility and celebrating its golden anniversary with a high-profile cultural moment. The project was covered in industry press and reinforced Randolph’s commitment to both heritage storytelling and modern consumer engagement.50th Merch Design
JETWAY HOLIDAY
LAUNCH TWO / IN-LINE
FW 24
Category: Inline Eyewear Collection
Follow-up capsule designed to extend the commercial momentum of the sold-out 50th Anniversary collection while introducing new material innovation.
Overview
The Jetway Holiday Collection was designed as a fashion forward seasonal capsule, building on the sold out success of Randolph’s 50th Anniversary release. This collection gave consumers who missed the original anniversary frames a second chance to experience the design, now offered in fresh colors, finishes, and styles tailored for the holiday season.Creative Direction
Jetway Holiday was to merge Randolph’s heritage craftsmanship with the luxury lifestyle of the holiday jet-setter. Drawing inspiration from festive celebrations and travel aesthetics, I reintroduced the special edition Jetway bayonet temple first launched in the 50th Anniversary Collection across multiple new colorways and finishes. I also introduced a new Mazzucchelli acetate, Cabin Oak, to replace the Sky Ivory acetate from the 50th Anniversary release, ensuring continuity while giving the collection a refreshed seasonal identity.Design Process
- Designed updated versions of core frames (Aviator, P3, and Elinor Fusion) with the exclusive Jetway bayonet temple.
- Introduced new seasonal finishes including Chocolate Gold, White Gold, and Gunmetal.
- Added Mazzucchelli’s Cabin Oak acetate as a fresh material direction for temples, evolving from the Sky Ivory acetate used in the 50th Anniversary Collection.
- Directed packaging updates and details to align with the capsule’s luxury positioning.
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Coordinated the holiday launch schedule, ensuring the collection hit shelves before the holiday shopping season.
Impact & Strategy
The Jetway Holiday Collection extended the momentum of the 50th Anniversary release while serving as a strategic sell-through initiative. By giving consumers a second chance to purchase a highly sought-after design, the collection both captured pent up demand and reinforced Randolph’s ability to create fashion forward seasonal capsules. The material update with Cabin Oak acetate underscored Randolph’s ongoing innovation, while the launch timing maximized visibility during the holiday retail window.Key Highlights
- Holiday capsule inspired by festive luxury and jet-set travel.
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Reintroduced the Jetway bayonet temple in new colors and finishes.
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Designed across Aviator, P3, and Elinor Fusion frames.
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Introduced Mazzucchelli Cabin Oak acetate as a new seasonal material.
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Directed packaging and launch timing to maximize holiday sales.
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Strategy: Follow-up to the sold-out 50th Anniversary Collection to capture missed demand.
“THE PERFECT PAIR”
LAUNCH THREE / IN-LINE
VALENTINE’S DAY - W25
Category: Inline Eyewear Collection
Overview
After the success of Randolph’s 2024 Valentine’s capsule where we introduced the Satin Rose Gold Aviator and performed strongly I created The Perfect Pair Collection for Valentine’s Day 2025. This capsule expanded the story by launching two Satin Silver Aviators with updated bayonet temples from the Jetway Holiday Collection. Positioned as “The Perfect Pair”, the capsule invited consumers to see the Aviator as more than eyewear as a meaningful “his and her” expression of connection.Design Details
- Frames: Randolph Aviator in Satin Silver (new for 2025).
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Lens Options:
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Polarized Silver Flash
- Polarized Rose Gold
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Polarized Silver Flash
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Temple Design: Updated bayonet temples adapted from the Jetway Holiday Collection, reinforcing continuity across collections for 2025 and the 50th signature design.
- Packaging: Each frame was delivered in Randolph’s signature black case and box with custom cleaning cloths (black for Silver lens and rose pink for Rose Gold lens).
Creative Direction & Strategy
The capsule was designed to:- Capitalize on Valentine’s Storytelling By introducing a “his and her” positioning, the Aviator was reframed as a pairable gift for a jetsetting couple, strengthening the story of Randolph history in aviation.
- Leverage Proven Success Building on 2024’s Satin Rose Gold Aviator.
- Maximizing underperforming lens colors by adding to the new design temples to reposition old lens in a premium and new capsule, extending product lifecycle and sales potential.