Rebranding
As Director of Brand & Creative, Tony led the rebranding of StitcherAds to Kargo Commerce, aiming to integrate Kargo’s renowned creative excellence with StitcherAds’ performance-driven software capabilities. Tony faced the challenge of balancing the new brand identity with Kargo’s core elements while maintaining a strong focus on usability, measurable impact, and market-leading service. He developed a fresh color palette, a contemporary typeface, and a distinctive visual style for photography that embodied Kargo's mantra of "putting the art in adtech." The messaging emphasized Kargo Commerce’s value as an easy-to-use, high-performance platform for marketers.
Tony also tackled the significant task of revamping a large volume of legacy StitcherAds content to align with the new brand while supporting the needs of a SaaS platform. This involved creating infographics, technical guides, explainer motion graphics, and growth marketing materials that harmonized with Kargo's overall branding strategy. Stakeholders responded enthusiastically to the new identity, supported by comprehensive brand training sessions Tony led. The rebrand successfully boosted Kargo Commerce’s market presence, allowing customers to associate Kargo’s positive brand attributes with the newly established Kargo Commerce.
Brand Development
Klaver, an online-only German bank, was entering the US market and wanted to boost brand awareness among millennials and young professionals. Klaver is the German word for “clover” – this is a bank that will bring you good luck in all of your endeavors. It’s a bank that works to help you invest your money in the right places, to make smart decisions about your savings and to achieve big milestones, such as buying a house.
Tony's strategy focused on an "exclusivity" angle, portraying Klaver as the
“backstage pass to the good life,” appealing to millennials' preference for experiences over material things. He developed the visual identity, using a contrasting palette of neon greens for modern energy and cool-gray for stability, symbolizing Klaver as a vital building block for financial success. The sleek, minimalist design of the all-black debit card, accented with neon green typography and the Klaver logo, reflects maturity, stability, and a distinctive edge that resonates with the target audience's desire to stand out from the crowd.
Co-Branding
The presentation, delivered to major retail brands at the
Cannes Lions Festival of Creativity, showcased the collaboration between Kargo and TikTok to revolutionize digital advertising for retailers. With evocative seaside imagery reflecting the Cannes setting, it highlights Kargo's use of AI-driven video at scale, product feed integration, and advanced data activation to enhance TikTok’s platform with personalized, dynamic ads. The design was intended to echo the combined cutting-edge ad technology and data-driven solutions of both companies, in order to appeal to worldwide brands in attendance.
Branding: UX Design
FitBit wanted a more dynamic, modern look for product cards to promote their latest line of fitness trackers. These cards were used on the product pages of their website, with design and layout elements from the new cards to be repurposed for various digital ads over social media platforms. The design needed to be bright, modern and up-to-date, with the product as the focal point. While FitBit’s primary market is fitness and wellbeing, the product card would also speak to lifestyle and convenience.
By using contemporary UX techniques, dynamic transitions were added to page elements to give a very modern feel and also to speak to the dynamic nature of FitBit’s trackers. They can transition from the office to the gym to home while always giving you the data you need. Tony’s design concept reinforced that very transition by using imagery that transformed on page load, telling that story in just 3 seconds. Product image and title were emphasized as the dominant elements, while product configuration interface elements were simple and intuitive, following in line with FitBit’s products themselves.