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It’s been over 11+ years and my mom still couldn’t tell you what I do for a living. I get it—Creative Direction, Design, Strategy… they can sound abstract. This is me pulling back the curtain a bit. The why, the how, and the through-line behind it all. Human-centered, strategy-led, built through curiosity and care. - and if you’re still wondering—check the site. andenew.com

Excited to launch Vibrant — a brand identity created for Ashley Tucker and the work she’s building at the intersection of wellness, affirmation, and conscious care. As a former NYC public school educator and assistant principal, Ashley’s perspective is shaped by lived experience — including the very real weight of burnout. What she’s created is not just a practice, but an offering: one that reminds people, especially those used to pouring into others, that self-care is not indulgence. It’s necessary. The identity concept was rooted in restoration — using expressive color and fluid form to reflect a practice centered on helping people reconnect with their body, mind, and spirit so they can move through the world from overflow, not depletion. Creative Direction / Strategy / Design for @vibrant.ashley

Branding Sandy Pierre meant creating an identity that feels as intentional as the work itself. Working with her only reinforced that. She communicates with focus, insight, and genuine care — listening deeply, moving with intention, and making people feel understood while guiding them with clarity and confidence. At one point, I genuinely thought, wait, am I the client? — Clean. Elevated. Confident. 
A visual language designed to communicate trust, direction, and cultural awareness. The logo concept was rooted in The Missing Pieces — using negative space to form an S and a P, subtly reflecting Sandy’s ability to identify what’s needed and bring added value to the people she works with. Creative Direction / Strategy / Design for @sandzp

Art Direction and Design for @youtube + @nbc for the 2026 Winter Olympics We built a whole YouTube Studio inside NBC’s IBC for the Winter Olympics and we’re still riding the Alysa and Eileen Gu Highhhhhs. 🥶✨ This was the most-watched Winter Olympics since 2014 (that’s 12 years 😮) — and getting to support the storytellers behind the broadcast was pure magic. From Matt & Bowen, and the @empty.netters … to Jordan Howlett popping in… to Tom Daley sitting down with @Max Naumov, @chockbates . And shoutout @kykelce + @nglwithkylie / @wavesportsent team for holding it DOWN. Catching athletes before + after gold. 🥇 @mikaelashiffrin , @laila_edwards , & More. 🥇 🥇 🥇 🥇 🥇 🥇 🥇 🥇 🥇 🥇 Project Credits: Senior Producer: Angelle Mills-Smith, @angelle_millssmith Executive Producer: Stefanie Behringer, @steffliiii Producer/Camera Operator: Maurizio Martorana, @nadarsky Creative Director: Jody Orsborn, jodyorsborn Creative Director, Founder: Nate Nichols, @the_nichols Art Director: Andenew Ayele, @and_lab Spatial Designer: Gigi Allen, @_gigiallen Camera Operator/Tech producer: Richard King, @mrrichardking Camera Operator/DP: Oscar Oldershaw, @oscaroldershaw Audio Operator: Joseph Campbell, @jfcampbell__ PA: Lorenzo Calvio, @lorenzocalvio Client Partner leads: Ari O., Kelsey S., Celine W., Lala T. Fabrication partner: Blackwalnut, @blackwalnuttv Lighting partner: The Lighting Design Group, @ldg_lightingdesigngroup Creative agency and production: Palette Group, @palettegrp #Olympics #MilanCortina2026 #BehindTheScenes #YouTubeStudio #NBC

Creative Direction / Design for @empire x Super Bowl LX Designed and built a full-scale exhibition to mark @empire ’s 15-year anniversary — a space built to honor the artists and visionaries who shaped the label, and what it’s meant to the Bay, the music industry, and the world. @larussell @tooshort @e40 @shaboozey @fatjoe @larryjunetfm , @therealsymba , San Francisco’s Mayor @danielluriesf  showed up to celebrate a brand that’s been putting artists first long before that became a buzzword. A huge thank you to @sparkedheart for bringing us on and guiding the project. Partners @levis and @jumpman23 Full circle: Bay Area roots, global impact, and a community that pulled up with love. Lead Producer: Jen Truc Kaplan, @jentruckaplan Creative Director: Larry Gordon, @hitup_lg Creative Director, Design: Andenew Ayele @and_lab Creative Director, Copy: Jerry R. Louis Spatial Designer: Clinton Allen, @clinton.allen Creative Strategist: Adam Sanders, @adamfsanders Project Manager: Amanda DiLauro, @amanda_dilauro Executive Producer: Stefanie Behringer, @steffliiii Creative Director, Founder: Nate Nichols, @the_nichols Client Partner leads: @sparkedheart , Peter Kadin, @nima_empire , @ghazi , @_anysiaaa_ Photographers: @yoookayla , @hannahHazy , @kayladeguzman , @saylornedelman     Fabrication partner: JMP, @john_murray_productions_inc Creative agency and production: Palette Group, @palettegrp

Creative Direction, Design and Strategy for
@onlygirlintownstudio — a love letter to clay, memory, and self-definition. A study in form and feeling—each curve a reflection, each piece a reminder. It’s ritual turned resistance, beauty made tangible, care made visible. Created by hand, fired with intention—no molds, no shortcuts. IDEA 💡 | The Human Form / The Vessel | The identity mirrors the work itself—rooted in touch, shaped by feeling. It’s quietly confident, where minimalism meets emotion. Each curve, texture, and tone reflects the tension between fragility and strength, between being seen and simply being. The brand lives in that in-between space—human, unguarded, and intentional. A vessel for truth, beauty, and becoming.

Art Direction for @aperolspritzofficial + @usopen + @fayedunaway Director: Zen Pace, @zenpace DP: Peter Pascucci, @peterpascucci Producer: Emily Friedman, @emilyfriedman24 Assistant Director: Nick Romano, @nsossiromano Photographer: Julia Chesky, @juliachesky Photo Assistant: Grace Puffer, @gracepuffer Executive Producer: Steffi Behringer, @steffliiii Creative Director: Nate Nichols, @the_nichols Production Designer: Helene Helleu, @helenehelleu Art Assist: Stephen Icardi, @stephenicardi Gaffer: Garland Berenzy, @ez_gbreezy Key Grip: Mike Langenberger, @mike.langenberger Swing: Noah Schifrin 1st AC: Kyle Sather, @sather_kyle Sound Mixer: Julia Martin @jublia_m DIT: Oliver Finley @oliver_finley Editor: Will Mayo Sound Designer: Chris Friedman, @soundofchri Colorist: Jared Rosenthal, @jaredrosenthal Locations Manager: Elle Celeste Production Assistant: Jason Bishop Production Assistant: JoJo Elias Production Assistant: Mike Lee Production Assistant: Kamyar Abtin Production Assistant: Paolo Raymundo Talent: Bowen Yang, @fayedunaway Client: Aperol, @aperolspritzofficial Agency: MBooth @mboothagency Production Company: Palette Group, @palettegrp

Introducing Birr—a free app I created with the hope of helping children ages 6–14 grasp money early. From saving and investing to understanding ownership, Birr turns once‑foreign concepts into everyday tools, making financial literacy fun, culturally grounded, and easy to access. Jump into Birr’s world of money adventures! Through vibrant, story‑driven quests children explore how to earn, save, budget, and invest. Play engaging games, meet inspiring characters, and grow real‑world money skills—one mission at a time. Backstory: Birr means money in amharic (pronounced like Gucci, “Burrrr” lol Growing up as an immigrant, money always felt like an abyss—foreign, distant, and “not for us.” My parents worked tirelessly, but they didnt play the game, ie how the American financial system really works. Ownership, credit, the stock market—all of it seemed off‑limits and confusing. We learned how to survive, not how to build; how to chase money, not make it work for us. It didn’t have to be that way. Understanding money shouldn’t be gatekept. The next generation deserves better than we got. Beta version is available now, link in bio. Birrmoney.com (Any and well feedback is welcome!) #FinancialLiteracy #MoneyEducation #finTech #InvestInYouth #GenerationalWealth

Logo redesign for my beloved/former team and two-time @recesskickballleague champions, @24k.rkl — I have since retired but joyous to contribute one last time :) Special thanks to @ranadon for a really fun collaboration. *apparel is proof of concept / not approved

Rebrands are hard, they’re risky. You can lose people, feel unfamiliar to folks who love you. That tension between evolving and staying recognizable... it’s simply, not easy. That’s why this rebrand for @nousloveclub feels especially meaningful. Because it’s not just about visuals or language—it’s about feeling. It’s about how we see ourselves and each other. How we create spaces that feel like a soft place to land. And I don’t take that lightly. The intention behind this shift—the care, the thoughtfulness—it moved me. @manouska_jay is building something that honors that connection. So if you’re looking for something rooted in real presence and joy—not performance, not noise—pull up to one of these events with your full self. Creative Direction, Design, Strategy, for Client: @manouska_jay @nousloveclub

A short video series offering an intimate look at what @PLYMKRS is all about—told by the team who poured their heart into building it for their community. A glimpse into how basketball became a powerful tool to open doors, spark connection, and create opportunity on and off the court. Creative Direction, Design, Strategy, for Client: @plymkrsfoundation  | @samiamm5  @jaszy__jayy  @myfrndscallmekenny Huge shout to the team! Shot by @temioko Youth Clinic Footage Shot by @bkny_mikey  
Video Edited by @nellatheeditor

The PLYMKRS Foundation sees basketball as more than a game—it’s a vehicle for growth, confidence, and opportunity. By offering mentorship-led clinics and skill-building programs, the foundation equips young athletes with the tools they need to thrive—on the court and beyond. The visual identity system brings this mission to life through bold, energetic visuals that echo the rhythm and movement of the game. At its center is the “P” mark, designed with a subtle optical illusion that suggests movement—like a ball mid-spin. The dimensional form hints at the multidimensional nature of basketball itself. Photography is warm and honest, capturing the spirit of basketball and the community it builds. Real moments of effort, joy, and perseverance take center stage, while a vibrant color palette connects directly with a youthful, driven audience. Creative Direction, Design, Strategy, Copy, for Client: @plymkrsfoundation | @samiamm5 @jaszy__jayy @myfrndscallmekenny