Case Study
TheLab NYC
Overview
As thelab’s CCO, I helped grow a boutique agency into a thriving creative studio of 40+ people. I set the creative vision, shaped client relationships, and pitched and won work across dozens of brands.
Experience
thelab was never supposed to be a long-term stop. I came in as a freelance Creative Director, but quickly fell for the vibe and people… and stayed! Over my eight years I moved from CD, to Group CD, and eventually to CCO. Along the way, I helped establish the agency’s digital offerings and shaped a creative team to match, setting structure, hiring and training practices, and internal initiatives that kept us moving forward.
Our work was varied. We built complex ecom sites, developed content strategies, produced photo and video shoots, hosted strategy workshops, designed so many beautiful branding kits, and launched more products than I can count.
Some projects had me deep in the weeds, making the thing; others drew me into strategy, client relationships, and oversight. I spent much of my time pitching new business, and helping thelab grow into a trusted partner for both scrappy startups and household names.
Below are a few of my favorite projects.
DTC & Retail
Brooklinen – Branding, Design, Content, Marketing
Chicos.com – Design, Content
Clinic – Design
Devacurl.com – Strategy, Branding, Design, Content
Soccer.com – Strategy, Design
Victoria’s Secret – Design, Content
VistaPrint.com – Design, Strategy
Food & Beverage
Absolut Vodka – Branding, Design, Strategy, Marketing
Dean & Deluca – Design
Manhattan Wine Company – Strategy, Content, Design
Home & Lifestyle
Sealy – Strategy, Branding, Design, Content, Marketing
Tempur-Pedic – Strategy, Branding, Design, Content, Marketing
Yamazaki Home – Strategy, Branding, Design
Health & Wellness
HearingLife – Strategy, Content
LensCrafters – Content, Marketing
Media & Publishing
Meta – Design, Content
SwoonReads (Macmillan) – Branding, Design, Content
The People Behind the Work
At thelab, I was lucky to spend my time with people I trusted, who made me laugh, and who backed my ideas. The place was always challenging (in the best way). We tinkered with just about everything — business models, team structures, technology, pitch strategies, company goals — and I learned a lot along the way. In the end, what made thelab special wasn’t just the work we produced, but the people who made it possible. ✨