Custom typography and design for the teaser campaign for Taylor Swift's "Bad Blood" music video premiere.

Creative direction by Brett Kilroe. Photography by Jason McDonald.

I arrived at REI in June of 2015 when the team was in the middle of a new redesign for the site. Upon its completion I along with my team identified numerous pain points that had not been taken into consideration for the first round of the new design. The redesign was approached from a desktop-first perspective causing many issues with the mobile user experience as well as having many accessibility issues and design problems that caused an excessive amount of variations in designs from module to module that greatly decreased the efficiency of both the design and development teams.

The solution was to put together a small team consisting of one designer - Jay Smith, and one UX designer - Kate Fleshner, and empower them to start from the ground up developing a mobile-first design system we could integrate with our CMS as well as increase the efficiency of the design and development teams.

Upon the release of the new system we've managed to reduce design and production time on projects by as much as 90% in many cases as well as create a unified look for the site.

While this project was initially launched under the radar in a guerrila fashion, it has since been adopted and the team has been spun up into a full program to support the entire site.

Email program, print promotions, music program, blog and video from my tenure as Art Director for urbanoutfitters.com. Utilizing a mixture of catalog photography, in-house studio photography, and a DIY ethos for creating and making our own hand done elements we were able to create some of the most original email programs in the market at the time.

Overseeing a team of 3 designers and copywriters from 2007-2010, I led the team in all creative for the Urban Outfitters website.

I was able to revamp the Kate Spade and Steven Alan eCommerce program by streamlining and improving all processes related to the respective programs. By introducing the use of data to drive merchandising as well as improving communication with the business management team, I was able to increase Kate Spade's daily sales by roughly 30% a day as well as Kate Spade having their first million dollar sales day.

Steven Alan's email campaigns required moving from a simple repeated template utilizing flat product photography to implementing lifestyle imagery and multiple product views increasing CTRs upwards of 25% per send.

The challenge for Lifebooker's marketing was how do you differentiate yourself as a beauty brand yet still remain hip and relevant in an overcrowded deal marketplace. 

With a budget of zero dollars to create assets I relied on my incredible team of talented and funny writers to continuously churn out thousands of pieces of copy I could lay into templates that would change up periodically. 

Given the extremely tight turnaround for the work we were able to remain topical — poking fun at Taylor Swifts most recent breakups, as well as poking fun at the industry itself being self-referential about marketing department issues or even making fun of the use of Comic Sans.

Odds and ends, flotsam, jetsam, detritus, random thoughts, old things that don't fit, sketches, bootlegs, general insanity, sketches, doodles, and rejects.