Target is an industry leader when it comes to inspiring their guests – a great effort goes into making sure that guests see themselves reflected on the walls of their local Target store.

I’ve had the good fortune to work with KNOCK, Inc. as an Art Director & Designer since 2021, where I’ve had the privilege to work on store experience marketing for Target’s Apparel & Accessories categories. Our team leads the development of in-store signage for Target’s many owned apparel brands, including Wild Fable, Universal Thread & A New Day. I focus on my energy on sign strategy, design, casting & photo art direction for the store environment, with an overarching goal of making guests feel seen and inspired.

Client: Target
Agency: KNOCK, Inc.
Role: Art Direction & Design

Chowgirls

For twenty years, Chowgirls has been a leader in sustainable catering solutions in the Twin Cities. During the COVID-19 pandemic, events companies saw sharp declines in business, and thus Heidi and Amy saw an opportunity to pivot their business into three new subbrands to better serve their customers. With a fresh approach came a desire to update Chowgirl’s existing brand identity to better reflect the family of brands and Chowgirls fun and festive personality.

Our team worked on the rebrand from start to finish, starting with brand strategy all the way down to collateral & web design. It was a pleasure to help usher this well-respected brand into a new era with a set of tools that will hopefully serve them for years to come.

Client: Chowgirls
Agency: ALC
Role: Art Direction, Brand Strategy, Design, Photo Art Direction

Red Wing Heritage x Want Show Laundry

As part of their first global campaign, Red Wing Heritage dreamed up with a product collaboration for the ages: a collection of 30 lost, forgotten, and rare boots from around their Minnesota offices, curated by their campaign stars, Want Show Laundry, and benefiting their mission of circular fashion.

As Heritage's creative agency, the team at ALC was tasked with coming up with an idea to release this collaboration to the world in a manner just as unique as the collection itself. Inspired by the auction catalogs put out by legendary houses like Christie's and Sotheby's, we applied the same level of care and detail to this collection of boots, which were works of art in their own right. The deliverables included a digital catalog modeled after those of the big auction houses but with a contemporary twist. Our art direction was simple – let these boots speak for themselves, focusing on the natural beauty and idiosyncrasies that come from being forgotten in the back corners of the Red Wing offices. The digital catalog pointed to listings listed on eBay, where brand superfans could bid on owning a piece of Red Wing history.

Overall, the campaign raised over $16,000 for the Want Show Redefine project, which will use the funds to help further their mission of supporting Taiwan’s laundromats and promoting circular fashion.

Client: Red Wing Heritage
Agency: ALC
Role: Art Direction, Design, Strategy

Vasque: Spring/Summer 2021

In the landscape of the COVID-19 pandemic, many consumers sought refuge in the great outdoors. Identifying that their customers were developing new habits and interests, legacy hiking brand Vasque Footwear developed a product line specifically targeted to those seeking solace in time spent outside. To capture the collection, we hit the miles of parkways and urban green space in Minneapolis to showcase the product’s versatility and ultility.

Client: Vasque Footwear
Agency: ALC
Role: Photo Art Direction, Production

Red Wing Heritage: Spring/Summer 2021

Red Wing Heritage’s SS21 collection was inspired by the textures and colors of nature, featuring classic Red Wing silhouettes in deep marine blues and buttery yellow leathers. To showcase the collection, our team concepted an on-location photo shoot in the desert of New Mexico – but the COVID-19 pandemic had other plans. Shot in June of 2020, our team had to pivot during an incredibly uncertain time for our industry. We scrapped our original shoot plan and worked to orchestrate a shoot that not only would produce beautiful imagery, but also keep our cast and crew members as safe as possible during a tenuous time in the world. Conducted with a bare-bones crew social-distancing at a local cactus shop, we captured the essence of the desert without leaving the state of Minnesota.

Client: Red Wing Heritage
Agency: ALC
Role: Photo Art Direction, Production

Vasque: Fall/Winter 2020

In the tumult of the digital age, many consumers find themselves yearning to spend their time away from screens and in the great outdoors. Vasque Footwear, a legacy hiking brand, had identified that their customers were largely city dwellers who wanted to get outside every day – which didn’t always mean climbing 14ers but instead a lunchtime walk with a dog or exploring city green space. With this sentiment in mind, our team concepted a campaign that spoke to the “everyday outsider” – those valued feeling the sun on their face and the breeze in their hair, even it meant venturing out closer to home.

Client: Vasque Footwear
Agency: ALC
Role: Photo Art Direction, Production, Design

Red Wing Heritage: Fall/Winter 2020

To support the Red Wing Heritage’s FW20 collection of American-made leather footwear, we traveled to the North Shore of Lake Superior to document a classic Minnesota tradition: a weekend road trip to the cabin with friends.

Client: Red Wing Heritage
Agency: ALC
Role: Photo Art Direction, Production

Vasque Footwear: Clarion ‘88

To celebrate the release of Vasque’s beloved Clarion ‘88 boot, we worked with the brand to create a one-of-a-kind influencer kit that would delight recepients. We tapped into the heritage of the 40-year-old style and created a box of goodies time-capsule style, complete with stickers, a custom embroidered patch, and a pair of the Clarion ‘88 boots.

Client: Vasque Footwear
Agency: ALC
Role: Art Direction, Design, Illustration, Photography

Part Wolf

Located in Minneapolis in the vibrant West Bank neighborhood, Part Wolf was a local hotspot for craft beer, bocce, and live music. I worked with the owners to dream up a brand identity that both spoke to the personality of the venue and supported the multi-functional nature of the space.

Client: Part Wolf
Role: Brand & Identity Design

Underbrush

Located in Maple Plain, Minnesota, Underbrush Learning Cooperative is a space where creativity and community flourish. A non-profit that aims to create an inclusive space where art thrives and humans can build connection, Underbrush was looking to create a holistic brand that would honor its mission while also standing out. I worked with Kara, Underbrush’s founder and CEO, to develop the branding and visual identity for the brand, developing logos, patterns, illustration, and tone so that the organization would be fully equipped to start fundraising.

Client: Underbrush
Services: Brand & Identity Design, Web Design

Ox Cart Rooftop

Ox Cart Rooftop was a top-tier destination for summertime fun in the Lowertown neighborhood in Saint Paul, Minnesota. Overlooking landmarks like the Saint Paul Saints stadium and Mears Park, the Rooftop was known as a convivial place to throw back a couple beers with friends while enjoying all summer in the city had to offer. While serving as the Marketing Manager for Madison Restaurant Group, I led the charge to rebrand the Ox Cart Rooftop to reflect the celebratory spirit of the bar. Through a new logo and marks, updated menu designs, a new website, and updated photography, we brought the Ox Cart Rooftop into its next era.

Client: Madison Restaurant Group
Services: Brand & Identity Design, Illustration

Gray Duck Tavern

Located in downtown Saint Paul, MN, Gray Duck Tavern is the latest addition to the Madison Restaurant Group. Serving globally-inspired flavors with Minnesota hospitality, Gray Duck Tavern brings contemporary style to historic downtown Saint Paul. I worked with ownership to create a brand that reflected the elevated experience of the restaurant with a nod to Minnesota history and humor. In addition to designing the brand’s identity, I also had the pleasure of flexing my skills as a food and beverage photographer.

Client: Madison Restaurant Group
Services: Branding & Identity Design, Photography