Seattle-born, Brooklyn-based, chasing White Whales wherever they take me



• branding • creative strategy • product development • graphic design • community building •

I’ve been partnering with IndoorHoops to build brand and community engagement; improve and expand product offering; and prepare for national expansion and financial viability. 


Updated logo developed to create more of a lifestyle brand aesthetic, equally as applicable in both physical and digital media.

Brand video highlighting the competitive, upbeat, positive nature of IndoorHoops pick-up games and demonstrates the promise of great games, when and where you want it, every time. Shot by Ethan Mills; Edited by Travis Pitcher (The Good Line); Music by Shakerleg.

Gritty, black and white photography (by Alessandro Simonetti) captures the rituals and emotions of New York City pick-up basketball, while establishing a balanced aesthetic across unbranded and uncontrolled physical spaces.

Website and iPhone app designs streamline game reservation  ow and introduce a strong, unified brand narrative into the overall experience.

Established a content strategy framework and executed stories on Instagram. In collaboration with NYC-based photographers, captured the details and rituals of the games as well as the stories of the individuals within the IndoorHoops community.

Piloted an apparel line both to build brand connection between players, community and the organization and to help support the 501c3 non-profit with alternate sources of income.