Brief:

Zappos.com inspires people to live, work, and play by cultivating environments that encourage creativity, discovery, and WOW experiences.

Tony Hsieh was dedicated to revitalizing part of downtown Las Vegas through investment in small businesses, tech startups; real estate and development; and arts and culture.

I was hired to direct and manage a summer concert series that incorporated all of the elements mentioned above and created a place for the community to coalesce and enjoy.

Role:

Year: 

Collaborators:

The Savage Burger identity pairs bold, cheap lettering with a striking  mark for instant recognition. A pattern drawn from the mark’s retro vibe adds texture and energy across packaging and signage, creating a cohesive, street-smart look perfect for take-out and pickup.

Branded  Collateral 

Field Trip wanted to make its users feel like they could customize their experience with every step of use. We built in an option to customize colors for roads, names, and backgrounds. Customization is accomplished with a technology organization through Maply that we managed to leverage infostructure and architecture.

The promo video and social content capture the brand’s raw, energetic vibe through fast-paced cuts, sizzling close-ups, and bold typography. Dynamic shots of burgers being built and wrapped for take-out create appetite appeal, while gritty music and animated overlays echo the logo’s street-smart style. Designed for quick consumption on social platforms, the content drives cravings and reinforces the brand’s bold personality.

The photography focuses on bold, high-contrast imagery that makes every burger stack and wings that look larger-than-life. The visual language mirrors the brand’s street-smart attitude—gritty, dynamic, and unapologetically indulgent.  Targeting 'hip' neighborhoods with billboards and duratrans was one channel while relying heavily on social media buys, and traditional media was another. 

Part of the campaign was digital and terrestrial billboards within the southwest. Throughout the campaign, we keep our tone direct but conversational, encouraging, comforting, and on-brand.

Merch

Digital Footprint

Savage Burger’s digital footprint spans an active social media presence, a bold and visually rich website, and targeted online advertising. Consistent branding, from gritty typography to mouth-watering photography, creates a unified look across all digital channels. 

Enviromentals & Interior Design