In 2026, Starbucks Rewards underwent a major program upgrade, introducing three new earning tiers, new benefits, and a completely redesigned app experience and dashboard—all aimed at recognizing and celebrating members for visiting.

Our team joined the project midway through the process, after the new UX had been finalized and the program mechanics had been established. Our role was to create a fresh visual expression that would bring the excitement of the new program to life while making the customer experience clear, intuitive, and engaging.

This project also came at a time where our expression brand was changing, so we had to design to stay consistent to our current brand expression but future proof for the new brand style coming in a few months.

The program expression is anchored by our three tier icons: our iconic to-go cup, our Siren’s crown, and our Sumatran tiger, which symbolizes our most exclusive tier. Using this iconography as the foundation, we developed a brand system that leverages color blocking, Sharpie-style handwriting, and elevated iconography to create something that feels connected to the broader Starbucks brand while remaining distinctly unique to the Starbucks Rewards program.

Creative Team Credits:

Creative Direction: Luis Infante

Copywriting: Maria McNamara, Kaili Doud, Lauren Anderson

Art Direction: Yumi Reid

Graphic Design: Sean Buckman, Sarah Pinrut, Jasmin Nguyen

VP of Creative: Gary Jacobson

Role: Creative Director

Eddie Bauer came to us to help celebrate their upcoming centennial (2020) and create an end-to-end 360 campaign that promoted and encouraged everyone to spend time outside.

Our work started with the creation of the 100yr logo mark, visual identifiers and taglines, and concepting for a full year of consumer touchpoints. This included TV ads, limited edition apparel, an experiential mobile tour, pop-up mall experiences, store window displays and a full social media campaign and strategy.

Below are a few scattered examples of some of the tactics and touchpoints we had developed to activate in 2020. Unfortunately, with the Pandemic, we had to shelf most of the experiential work, but Eddie Bauer still rolled out all the identity and social work we produced.

Creative Team Credits:

Creative Direction: Dan Richards, Luis Infante

Copywriting: Amanda Wheeler

Art Direction: Rachel Roebuck

3D Design: Jammy Chong, Emily Pasternack

UX/Dev: Brian Peters

Starting in early 2025, propelled by the Back to Starbucks launch, Starbucks shifted its focus on owned channel, with an emphasis on email. Prior to 2025, seasonal email communications were sent only once or twice per season, using templated creative developed by an external agency.

Our team was tasked with transforming our email style, from something that felt like a templated seasonal newsletters, to impactful, ad-like, bite-sized pieces of brand content.

Since then, our design team, in partnership with our marketing team, has developed a robust workflow for sending out two to three email communications a week, bringing to life core pillars of our brand and products through content that feels elevated, craveable, and fresh.

We established seasonal photoshoots to capture a library of assets that could be leveraged throughout each season, and we collaborated closely with marketing partners to develop email concepts and content that engage customers, strengthen brand affinity, and drive click-through rates.

Creative Team Credits:

Creative lead and ACD: Luis Infante

Team of Writers: Lauren Anderson, Kaili Doud, Gennyvera Pacheco, Dena Taylor

Team of Designers: Jasmin Nguyen, Sarah Pinrut, Charlotte Offin,

Creative Director: Gary Jacobson

Role: Creative Director

In 2020, Artistry asked us to help them launch their brand-new Gen-Z-targeted skincare line, “Artistry Studio Skin”. The campaign needed to be bold, fun and empowering - executed primarily in social media and partnering with influencers, with an added virtual event component.

We came up with the campaign slogan “Let Your Glow Show”, which became a rallying cry to Gen-z-ers to embrace and celebrate their uniqueness, and let the world see and love them for who they really are. We designed the look of the campaign to take on the same look of fun, irreverence and energy for life.

We conducted product and model photo shoots to create an asset library, deployed a full pre-launch, launch and post-launch social media campaign, and hosted a 2-day virtual “retreat” with influencers and product experts leading events and classes based on the new products.

The campaign was a big success, getting us a Gold Distinction at the Shorty Award this year. We have since launched six new product lines for Artistry and continue to work together to provide engaging social media content for their audience.

Creative Team Credits:

Creative Direction: Luis Infante, Colin Booth

Copywriting: Adeline Berger, Colin Booth

Art Direction: David Acosta

Graphic Design: Sarah Pinrut

Your coffee routine says a lot about you. Not just what you like, but who you are.

As our Starbucks Rewards Members continue to make Starbucks an essential part of their day-to-day life, we wanted them to feel seen, heard and understood at every touchpoint —celebrated as individuals and recognized as part of something bigger, all through the lens of their Starbucks routine.

This Starbuck Blend digital experience invited loyalty members to explore their unique Starbucks Blend based on their past year’s purchasing habits and receive their very own “Coffee Card” - a piece of custom digital art based on their unique data. As their blend unfolds, we revealed a unique pattern and persona name that represents their year and completed their coffee card. The finished art felt fun, ownable and shareable—a fun representation of the past year that built excitement for the year ahead.

Creative Team Credits:

Creative Direction: Luis Infante, Gary Jacobson

Copywriting: Maria McNamara

Art Direction: London Dewey

Graphic Design: Charlotte Offin, Sarah Pinrut

Role: Creative Director

In 2018, PUMA came to us asking to reinvent their Team Faster Summit, which happens every year, but had in past years lost some of the hype and buzz around the event. The goal was to create a trainer-focused, super trendy, content-generating hub for the 200+ PUMA trainers attending.

Our team focused on three aspects: a cool location, a bad-ass space, and making the experience as shareable as possible. So we took over a warehouse space in South Beach for the Art Basel Festival in Miami, and created a hyper-instagramable space to host the three day event, bringing in celebrities like Usain Bolt and Adriana Lima to elevate the experience.

We worked closely with Puma Boston and their headquarters in Germany to bring to life the space design, all experiences, graphics and branded assets. We also developed an app that enabled trainers to share pics with each other, host livestreams, and access their schedules.

What resulted was a memorable experience for all involved, generating over 1.5million social impressions, and a 250% increase in @Puma mentions on social over the previous year’s summit.

Creative Team Credits:

Creative Direction: Luis Infante

Copywriting: Amanda Wheeler

3D Design: Jammy Chong

2D Design: Jake Dickey, Jasmin Nguyen

Role: Creative Director

Amazon asked us to help them create fun and bold pop-up spaces for participating brands at their Amazon Hub/Lockers stores located in colleges across the country. Our first activation was a partnership between Amazon and Philips, who wanted to promote their college tier of products: The Philips OneBlade and Philips One electric toothbrush.

We named our concept “A degree In Clean”. It revolved around creating a vibrant collegiate-style space, where students could pop in and learn about the two product lines. Tying the concept together was Professor Phil. A pre-recorded virtual professor who would engage with guests in the space through a series of loops and fun engagements. He would grab student’s attention and direct them to either wall, where they could take a quiz to get their “Degree in Clean” as well as a 20% “credit” towards their Philips purchase.

This highly visual experience helped Philips become top of mind for college students, and directed them to the Philips store on Amazon where they could easily get their next electric razor or toothbrush.

Team Credits:

Creative Direction: Luis Infante, Brian Fudge

Copywriting: Beatrice Pasts (CW) , Brian Fudge (CD)

Design/Art: Luis Infante (CD), Jammy Chong (3D Designer)

UX/Dev: Ethan May (UX Designer)

Role: Creative Director

Amazon asked us to help them create fun and bold pop-up spaces for participating brands at their Amazon Hub/Lockers stores located in colleges across the country. This activation was a partnership between Amazon and Old Spice Hair Care, who wanted to promote and educate students on their six different product offerings.

We created a barbershop themed pop-up based on the idea of customization. After all, it’s called a hairstyle — emphasis on “style”.

Students could explore the different product offerings, learn about their benefits, and even see how the hairstyles would look on them.

The centerpiece of the experience was a product wheel, where each spin would highlight a different product, and showcase product info and matching achievable hairstyles.

Creative Team Credits:

Creative Direction: Luis Infante, Brian Fudge

Copywriting: Beatrice Pasts (CW) , Brian Fudge (CD)

Design/Art: Luis Infante (CD), Jammy Chong (3D Designer)

UX/Dev: Ethan May (UX Designer)

Role: Creative Director

In 2021, Edward Jones asked us to create and bring to life a campaign for their 100 year anniversary (in 2022). Deliverables included conceptual direction, campaign art direction, centennial identity/branding, as well as a comprehensive year-round celebration calendar filled with multiple tactics that had to reach their over 50,000 associates throughout the year.

Our concept became “Lighting the Way” - A way of showing that even through tough times, Edward Jones has always been a beacon of light that shines through countless communities across the US and Canada. Once we had our concept, we began ideating the year-long campaign reaching associates via digital, social and experiential.

Some of the bigger campaign tentpole moments included a “teaser” video to get associates excited about the celebration to come, a massive virtual event (The Beacon) watched by over 30,000 associates, a series of Ted-talk-like talks with executives, and a Centennial Celebration Tour: an experiential tour with 6 stops across the US and Canada hosting more than 800 associates per stop.

Creative Team Credits:

Creative Direction: Luis Infante, Brian Fudge

Copywriting: Pea Pasts, Brian Fudge

Art Direction: Luis Infante, Sarah Pinrut

3D Design: Travis Brown

Role: Creative Director

This was a blue-sky campaign project we did for Capital One in 2022 as a way to pitch (and win) the Capital One Café business.

The ask was to create a 360 campaign that drove awareness about Capital One Cafes around the holiday season and create exciting events in-Café to drive repeat visits. We also had to balance credit card/banking messaging for consumers once in store.

We came up with the Capital ONEderland, transforming each Café into a winter wonderland of possibilities.

The concept was grounded in physical experiences, and using projection mapping in-Cafe to create indoor immersive lights/music shows daily for the whole family. From that, we derived a whimsical key visual of oversized holiday patterns and textures, and used the iconic Capital One Café coffee cup as the focal point.

Creative Team Credits:

Creative Direction: Luis Infante, James Hough, Eric Sutton

Copywriting: James Hough, Bea Pasts

Art Direction: Sarah Pinrut, Luis Infante

3D Design: Travis Brown

Artistry came to us seeking help in revealing and launching their all new line of natural beauty products called Artistry Skin Nutrition. This new launch represents a massive pivot for Artistry to go all-in on natural, vegan, paraben free and never tested on animals skincare products.

We leveraged the event’s timing to celebrate Spring as a catalyst for life, growth and change, and frame Artistry Skin Nutrition as the full blossom of the current Artistry brand. This allowed us to seamlessly tell the purity of ingredients story that made the Artistry Skin Nutrition portfolio so powerful.

The campaign included a pre-launch virtual event with the top reps, as well as a customer-facing social tease/reveal campaign with two weeks worth of social content including posts, stories, a launch video as well as influencer unboxing and reaction for which we designed unique product kits.

Creative Team Credits:

Creative Direction: Luis Infante

Copywriting: Shelby Tansil

Art Direction: Luis Infante, Sarah Pinrut

Graphic Design: Sarah Pinrut

Role: Lead 3D Designer

I was part of the retail design team at FITCH that created and developed the concept of City Target. At the time, taking a big box store to an urban environment in the US was unheard of.

Through a discovery and design phase that took the FITCH and Target teams through a trip across Europe, we collected inspiration and landed on the design principles that would make up the City Target prototype stores (Seattle and Chicago).

We delivered the experience from soup to nuts - from a brand new City Target logo and identity, to more efficient space plans that would bring only the essentials to urban shoppers, to a simplified and modern navigation and communication graphics system.

As Lead 3D Designer, I developed the final store layouts, designed the endcap and in-aisle experiences, and helped develop the environmental graphics system. I also was responsible for visualizing all store elements in render form.

Creative Team Credits:

Creative Direction: Christian Davies, Brandon Page

3D Design: Luis Infante, Erin Wilson

Art Direction: Brandon Page, Brian Connell

Role: Creative Director

In 2019, Wayfair came to us wanting to design and roll out their first ever physical store for the holiday season. This prototype would serve as testing grounds for Wayfair’s future brick and mortar initiatives. They wanted to display as much product as possible and create home “vignettes” that could organically showcase it all.

Using the Wayfair logo as a guide, we divided the space into four “houses”: Living room, Renovation, Kitchen/Dining and Bedroom. To reinforce the design concept, we took the shape of the logo’s “houses” into the vertical space to create a recognizable and familiar house shape. This created the main steel structure of the pop-up, and served as the frame to hang modular walls and displays. These could be easily moved around and rearranged for future use.

In the center of the pop-up, we created a small but useful design services space, where Wayfair associates could help guests with questions or design selections.

Creative Team Credits:

Creative Direction: Luis Infante

3D Design: Jammy Chong, Dana Wait

2D Design: Jasmin Nguyen

Role: Account Creative Director

Over the past five years, I have served as the Creative Director on the Southwest Airlines account, for which Amp Agency is the experiential design agency of record.

Throughout that time, we have pitched, built and activated dozens of unique programs, activated hundreds of events and reached millions of people. All with one goal in mind: bring to life Southwest’s fun-loving attitude and unmatched hospitality in the most unique and inventive ways.

Role: 3D Designer

Nickelodeon asked us to create a global brand experience for the well-loved character SpongeBob SquarePants. This challenge was to elevate SpongeBob from his current popularity into pop-icon status through a traveling art exhibition translating his essence into unexpected and surprising works of art, inspiring and engaging fans of all ages.

“Absorbent”: an exhibition launched in September 2011 at the Flacon Design Plant in Moscow, Russia. This is a first of a series of stops throughout Europe. The concept allows fans to discover SpongeBob through the lens of his art and cultural impact while focusing on his impact on media, fashion, culture, and positivity.

Creative Team Credits:

Creative Direction: Ryan Brazelton

3D Design: Luis Infante, Erin Wilson

Role: Creative Director

Laneige came to us for help in designing and activating a booth at the Sephoria convention in 2019, which would be featuring their fan-favorite Lip Sleeping Mask.

We envisioned for them a technicolor daydream, full of multi-color light, neon and reflections taken from the look of their six flavors of the Lip Sleeping Mask.

With purchase, consumers were able to customize their own Lip Sleeping Mask by swapping out the color of the cap and personalizing it with 1 of 12 sticker options. Guest could also take selfies sitting on giant product replicas against our holographic backdrop.

Creative Team Credits:

Creative Direction: Luis Infante

Copywriting: Amanda Wheeler

3D Design: Jammy Chong

2D Design: Jasmin Nguyen

Role: Creative Director

Toyota was looking for fun ways to celebrate the launch of their new hydrogen car, the Toyota Mirai which happened to coincide with the date in time that Marty and Doc went back to the future (2016) in BTTF Part 2. And given that hydrogen can be produced from waste just like the DeLorean was powered by waste in the movie, it was a perfect match!

We partnered with Toyota to create a super memorable one night event in LA, with press, influencers, the first 50 new Mirai owners and even some stars from BTTF.

The theme of the event was juxtaposing Hill Valley’s future with our actual future (inspired by Toyota). We took over Quixote Studios and converted the parking lot into Hill valleys future, complete with iconic movie scene photo-op recreations, and even a falcon-winged Toyota Mirai.

Inside the studio we had today's future, with lounge seating, a DJ, fun photo-ops and Toyota Mirai to explore.

The centerpiece of the event was turning the building facade of the studio into a projection-mapped rendering of the clock tower. After Toyota execs and the cast Q&A, the clock tower was hit by animated lightning revealing the opening to the main event.

Role: Lead Architectural Designer

Buffalo Wild Wings came to us asking for a ground-up brand refresh, which included a new identity, tone of voice and redesigned restaurant prototype. I worked under the group CD, leading the environmental design work, working closely with graphic designers and copywriters.

The brief called for a space that was bright, buzzing with energy and welcoming to all - a big departure from the dim lit, dark restaurants they had in the past. The first thought we had as a team was “It has to be a stadium”. No matter the sport, this is a stadium experience for all, bringing the fun, loud and energetic atmosphere to fans all over.

The customer enters the restaurant through a series of metal portals resembling player locker rooms and stadium tunnels. As they enter the main space, the low ceiling of the portal opens up to reveal a two story high mega bar with an enormous twelve foot jumbotron. The space is industrial and modern yet warm and accommodating. Wood, metal and brick contrast bright, bold graphics with a fun and bold tone of voice.

Family dining is more calm and quiet while still exposing everyone to a ridiculous amount of TV screens and live score updates. The ceilings are lower providing a more relaxed environment while having the excitement of the bar filtering through.

I was lucky enough to bring this project from initial concepts sketches and fat pens all the way to construction documents and helping oversee the build of the first two prototypes. Since then this prototype has replaced most Gen4 stores throughout the country, and have helped BFF stay fresh and relevant.

Creative Team Credits:

Design Direction: David Vilkama

3D Design: Luis Infante

2D Design: Brian Connell

Role: Freelance Creative Director

How do you hype a product that, well, doesn’t do much unless it’s attached to the front of a pickup truck? That was the main challenge we had to answer for Ranch Hand at the 2019 SEMA convention.

This is one of the rare projects where the second you hear the brief, you get an instant, unfiltered idea and that idea survives the pitch phase, through value engineering and all the way to the build phase. In this case the idea was simple: Lets hit a Midnight front grille as hard as we possibly can... with a giant hammer.

Our attention-grabbing SEMA display for the heavy-duty steel grille featured a 200-pound steel sledgehammer that, once each hour, crashed full speed into said grille, showing that the product could take a hit. And to give attendees an extra way to engage, we set up a punching bag with an electronic tracker and invited those who punched hardest to trigger the sledgehammer crash.

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