Woo

As the VP of Creative and Brand at Woo, I lead creative, brand, and communications for the world’s most popular ecommerce platform. Since joining I’ve established an internal agency model, championed and hired for critical functions like project management, editorial, social, and PR, and shifted focused from production work to building a brand with a full-service team. I’m super proud of the work this talented team has done to shift our brand perception and create impactful work that raises awareness and drives sales.

Brand Refresh

I led the team that launched a new Woo brand in 2025. The previous identity had been more less the same for the life of the brand, and we needed a new direction that was differentiated in the market and spoke to what we do and who we’re for. We started by developing a new brand platform rooted in what makes Woo unique, then created an updated identity including a new logo, color palette, iconography, illustration system, and more. The work was well received both inside the company and with the Woo community of merchants and developers — and it set the stage for the more recent campaign work now that we had more confidence in the brand.

Video Series: Designed for Life

The Alvies tagline is Designed for Life, because Alvies boots are so comfortable and so classically cool that you don’t have to be a cowboy to pull them off. And they’re so well made that they’ll last a lifetime — and then some. We wanted to do a series that showed a slice of life for a pair of Alvies. The first video is a brand anthem following a pair of boots from the day they’re unboxed to the day they’re handed down. The rest show a single moment. We created a video for each boot and used them on product pages, as organic YouTube content, and as top-funnel ads on YouTube and social. I concepted, wrote, and oversaw production for these in partnership with the company founder.

Billy Gibbons Collaboration

We we were looking to launch a collaboration with someone who fit the Alvies brand, and Billy Gibbons of ZZ Top was at the top (no pun) of our list. Billy co-designed The BFG boot with Alvie, and we worked with Helms Workshop to come up with some unique elements for a sub brand. I had the couldn’t-even-have-dreamed-it honor of concepting, writing, and directing a video and photo shoot with Billy himself at the legendary Austin venue, Antone’s.