PROJECTS
HAWORTH COLLECTIONConcept, Design & Art Direction
Plenty Creative · 2014
The Haworth Collection brought four design houses — Haworth, Cappellini, Cassina, and Poltrona Frau — under one luxury banner. I led the creative across the full launch suite: a flip look book, the ICON custom magazine, custom mark, and a large-format poster. Across all three I set one cohesive brand language and directed the photography, illustration, and production, translating an eclectic, museum-caliber collection into a single, considered voice. The portfolio book earned the Sappi U360 Award.
JOINERY
Brand Identity, App Design, Social & Launch
2024
Joinery is an AI-powered dating and relationship app built for authentic connection. I created the brand end to end — identity system, app UX/UI, marketing, and launch strategy — giving a crowded category a refined, contemporary voice and one coherent experience from first impression through onboarding.
SOLACE MAGAZINEConcept, Editorial Direction, Art Direction & Design
Plenty Creative · 2008
Solace was an original destination publication for downtown Grand Rapids, Michigan, hotels, built from the ground up. I created the concept, the name, and the masthead, established the editorial themes and voice, and designed the overall look and feel of the publication — directing all original photography and illustration and holding a singular, self-assured aesthetic across every page. A brand and a publication, originated and launched end to end.
CENT
Head of Brand & Marketing
2022 – 2024
CENT was the Web3 platform that minted Jack Dorsey’s first tweet as an NFT. I led brand, product, and community through a breakthrough moment for the category — designing and launching the Webflow site, crafting the app’s UX/UI in Figma, and building the visual systems that unified its identity.
My animated work for the platform’s Doodle program drew a strong response, with over 5,000 collectibles minted. I also directed social and community strategy, moving the audience onto decentralized platforms like Farcaster and hosting events that turned creators and collectors into a genuine community.
CLARITY DATA INSIGHT
Co-Founder
Product & UX Design · 2021 – 2023
Clarity Data Insight is a digital health app that helps people track and manage migraines. As co-founder, I led product and experience design — directing the identity and UX, and translating complex health data into an intuitive, human-centered interface that helps users spot triggers, monitor treatment, and make informed decisions.
THE COLLECT BUTTON
Design, Art Direction & Campaign Direction
CENT · 2023
The Collect Button introduced a new way to turn anything online into a collectible. I created a bold, high-contrast typographic identity, art-directed the web experience, and directed the social campaign and launch films — one creative vision carried cleanly across product, web, and motion.
NUTRILITE
Art Direction & Packaging Design
Nutrilite · 2022
Nutrilite — the world’s leading brand of vitamin and dietary supplements — relaunched its packaging across the global portfolio. I was part of the team that art directed and designed packaging across the line, from the Organics range to core supplements like Double X, translating a botanical, farm-to-family story into a clean, shelf-ready system that had to hold together across products, categories, and international markets.
© GWEN O’BRIEN