Building brands that resonate through craft, system, and precision

Insteon set out to reinvent itself — not as just another smart home brand, but as a people-first ecosystem built around real life. The challenge was to strip away complexity and create something warm, intuitive, and genuinely helpful.

As design director, I helped craft the creative across identity, typography, color, 3D, and photography — building a flexible system that feels sophisticated yet approachable.

With more than 100 years of family-owned history, The Adams Group came to us ready for a brand refresh that honored their heritage while positioning them for the future.

As design director, I partnered closely with the creative director and team to shape the refreshed identity across brand expression, voice and tone, typography, photography, and a complete website redesign.