For over 30 years as a Creative Director, I’ve helped define environments across retail, hospitality, healthcare, and the workplace—drawing on a foundation in publishing, advertising, storytelling, and brand narratives.
Here is an edited view of what this journey has taught me.
milestones that have
shaped my career.
The
New
Tech
A New Tool for Creatives Creative Director at B+N
AI doesn’t invent taste. It gives designers more room to explore it.
New Iconic Panels Creative Director at B+N
The classic Iconic Panels Collection reimagined with nods to the heroes of architecture and patterns found in nature.
MURO Creative Director at B+N
A bold yet refined way to define space, display products, and amplify brand storytelling.
OUR SYSTEMSIN ACTION
MORE THAN MERE NAME-DROPPING Creative Director at B+N
Every brand customizes our modular systems to fit their own personality. Here are just solutions that were translated to their own personae.
reinvention
of a classic.
SORBETTI 2.0 Creative Director at B+N
Sorbetti 2.0 is the very definition of versatile, purposeful, and graceful shelving. With Sorbetti 2.0, the best qualities of the original system—mid-century modern styling and micro-adjustable internal hardware—remain and are elevated with integrated LED lighting and internal power.
HIGH VOLUME HAND SANITIZERS Creative Director at B+N
In today’s globalized and germ-conscious society, frequent hand cleaning is a new social responsibility and the availability of hand sanitizer is now a standard expectation among consumers everywhere. Here is a solution that imbues sleek design with s smile.
That Got Away
(Maybe)
A FEW PRESENTATIONS Creative Director at B+N
Here are a few examples of those that succeeded, those that didn’t... and some that were later resurrected by the client.
IN SITU Creative Director at B+N
Excerpts from B+N's 2019 design book B+N In Situ, this gallery of images gives a robust overview of B+N's Systems, and their versatility and easy integration into major categories of design projects.
SYSTEM 1224 Creative Director at B+N
Choice is ultimately what’s on offer with System 1224. Taking design cues from the elegance and simplicity of International Style, this modular shelving system’s clean lines, rectilinear forms, and electrified features allow System 1224 to either take center stage or recede into the background of any commercial, workplace, or hospitality project. Interchangeable components make installation and reconfiguration of displays easy and tool-free, giving the user the opportunity to quickly grow and change a project with seasons, moods, and styles of the moment. And it pairs effortlessly with other B+N systems to create a wholly bespoke look.
INFUSED VENEER Creative Director at B+N
Creating strong graphic presentation with scale, the warmth of the real wood grain is delicately apparent through the imagery. on Infused Veneer. This imbues the panels with a mellow, dimensional feel.
FORTINA LAUNCH Creative Director at B+N
A groundbreaking product revolutionizes the building materials market in North America, reshaping how architects and designers integrate the aesthetic of wood into their projects.
ICONIC PANELS Creative Director at B+N
Inspired by world-renowned artists, natural elements, and international design movements, the Iconic Panels collection brings a fresh solution to the wallcoverings market, re-inventing an age-old technique used in cabinet door manufacturing.
H by Tommy Hilfiger Creative Director at B+N
An elegant debut of a new collection with advertising, dynamic video content, and a large in-store presence.
SCISSY Creative Director at B+N
With its tight look of milled
and extruded aluminum,
Scissy takes minimal
aesthetics and maximum
versatility to
shop interiors
and windows.
Palm Café Creative Director at B+N
Before there were iPhones and Galaxies, Palm Inc. held the world of digital communications, literally, in the Palm of their hand. Here is a look at how they employed their own retail strategies.
SORBETTI Creative Director at B+N
With Infused Veneer Panels, nothing is lost. The warm, textural element of wood grain and depth of color of dye are in perfect harmony within these panels, creating a timeworn but durable look for walls, standalone fixtures, and casework. Other B+N systems, like Puck and System 1224, can easily integrate with these panels for exceptional merchandise display.
POG Creative Director at B+N
With the clean lines,and simple click-lock
installation, Pog and MiniPog create versatility and organized presentation with a simple, modernist aesthetic.
A Field Guide
to a Special
Breed of
Adventurers
MARMOT: THE FIELD GUIDE
Creative Director
at Kevin McPhee and Associates
Outdoor enthusiasts are their own special breed. By highlighting the shared characteristics of curiosity and bravery, we emphasize the unique qualities of those who rely on Marmot gear to stay warm and safe in extreme conditions.
MARMOT: A DAY IN THE LIFE
Creative Director
at Kevin McPhee and Associates
A Day in the Life of professionals that work in the outdoor industry, such as ski guides, avalanche control, and mountain guides,
SORBET ACRYLIC Creative Director at B+N
Sorbet acrylic was created to bring colorful, soft, and glowing hues to life by sandblasting colored sheets if acrylic, leading to a collaboration with a major manufacturer for a durable cell-cast acrylic collection never before seen in the market.
MARMOT: PEAK EXPERIENCES
Creative Director
at Kevin McPhee and Associates
This campaign hihglights the extraordinary adventures of climbers, skiers, and adventurers, showcasing the moments they find most inspiring through personal storytelling.
PUCK Creative Director at B+N
Puck is a new classic that combines all the versatility expected from a panel-based system, but with a simpler, more modern look.
HANSGROHE
Creative Director
at Kevin McPhee and Associates
An award-winning advertising and marketing campaign separates Hansgrohe from other leaders in the industry through the lens of high-end beauty photography.
JOINS B+N AS CREATIVE DIRECTOR
As Creative Director for over 30 years, Kevin has been instrumental in grown the business to over $50M, with an esteemed brand recognition within the design vertical. Here's some promoti0onal videos and recognition.
RĒVO: HOLIDAY AND THE FAMILY
OF BRANDS
Creative Director
at Kevin McPhee and Associates
Courting, engaging, and retaining brand enthusiasts by appealing to their core ideals: the perfect balance of style, technology, and attitude.
SAM&LIBBY: THE NEW LOOK CAMPAIGN Creative Director at Sam&Libby
With the development of a sophisticated new ad campaign, the timing was perfect to redesign the company logo to a cleaner, more modern look.
SAM&LIBBY: GRAPHICS Creative Director at Sam&Libby
As Creative Director, I was responsible for all aspects of branding, from advertising to tradeshows to product and in-store graphics.
SAM&LIBBY: THE REAL PEOPLE CAMPAIGN Creative Director at Sam&Libby
A series that successfully connects with ther core audience, reinforcing Sam and Libby's brand as authentic, relatable, and fashion-forward.
Tommy Hilfiger Freelance Creative Director
4 years after an auspicious new brand launch, a search for identity among other large American names, and how speak to a young audience.
Entry
Woman Magazine Art Director ad Condé Nast Publications
Woman was an ambitious endeavor by Condé Nast to explore the supermarket checkout women’s advice magazine genre.
Fashion in the News Designer at The New York Times and Condé Nast
During my time at New York Times Magazine and a brief period at Condé Nast, I learned how editorial decisions influence what people adopt in their lives.
Pressure
The New York Times Magazine Designer at The New York Times
My years at The Times was a fast-paced, full-on crash course in crafting clear and engaging communication, all while designing with extremely tight deadlines.
Gruene Launch Freelance Designer
Gruene redefined men’s skincare with a bold, vibrant brand and natural ingredients, appealing to modern men who prioritize total wellness.
GQ Magazine: All About Adam Freelance Illustrator
Illustration distills the editorial concept down to a single visual “pun”, using analogies that can be easily grasped by the reader. For about a year, in order to make extra money, I illustrated a column – as well as other articles – in GQ Magazine that was called "All About Adam", which covered men's emotional subject matter such as money, fame, love and relationships.
TIME Magazine Layout Artist at Time Life
My very first job in New York was a trial by fire where I learned from some of the best in the industry.
