THE ART OF SHAVING

CREATIVE & UX LEADERSHIP

Rebuilding a legacy brand for modern relevance.

Rebuilt a fragmented brand into a unified, scalable system.

Aligned brand, UX, and content into a cohesive system—driving clarity, consistency, and measurable performance across every touchpoint.

(3.5 Years of Brand Modernization)

Key Outcomes

  • Improved conversion through UX and product clarity
  • Reduced agency costs by ~$300K annually
  • Scaled creative across all digital channels
  • Built a system for ongoing growth and iteration


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TAOS: Rebrand

The Starting Point

The Art of Shaving had strong brand equity but lacked a modern, unified digital presence.

Ecommerce, campaigns, and content operated independently, resulting in inconsistent experiences, inefficient production, and a system that could not scale with the demands of a DTC business.  The brand had equity, but the system behind it couldn’t support modern growth.

PROBLEM

The brand functioned as disconnected outputs rather than a cohesive system.

Ecommerce, campaigns, and content operated in silos, creating fragmented UX, inconsistent brand expression, and unclear product storytelling—reducing engagement, slowing conversion, and limiting growth.

Creative production relied heavily on external agencies, slowing speed-to-market and limiting iteration. Without a scalable design system, teams rebuilt assets across channels, driving inefficiency and making it difficult to maintain consistency or optimize performance.

FOUNDATION & FRAMEWORK

Established the foundation that all future brand and experience work would scale from.

  • Audited ecosystem across UX, content, and brand expression
  • Defined principles aligning brand, experience, and storytelling
  • Built modular components and layout systems
  • Deployed in live environments to validate performance
  • Iterated using data, feedback, and real-world application
  • Prioritized flexibility to support continuous evolution


APPROACH
  • Diagnosed structural gaps across UX, content, and brand systems
  • Unified brand and experience into a single operating framework
  • Built a modular design system for scalable, repeatable execution
  • Deployed across channels to validate in-market performance
  • Refined continuously through data-driven iteration


SOLUTION

Defined and deployed a unified brand and experience system across all digital and campaign touchpoints.

  • Established a cohesive visual identity system across all channels
  • Redesigned ecommerce UX architecture and user flows to improve clarity and conversion
  • Built modular components and reusable templates
  • Introduced scalable content and campaign frameworks to support rapid execution
  • Shifted to a product-led storytelling model


CREATIVE EXECUTION

Shifted the brand from static presentation to immersive, experience-driven storytelling.

  • Defined a modern, elevated visual language rooted in precision and ritual
  • Emphasized texture, lighting, and product detail to enhance sensory impact
  • Transitioned to experience-led content over static messaging
  • Applied a consistent art direction system across web, social, CRM, and campaigns
  • Balanced heritage with a more contemporary, lifestyle-driven tone


SYSTEM & SCALE

Built the system that enabled the brand to scale.

  • Developed a scalable design system across all digital channels
  • Created templated frameworks to accelerate production and execution
  • Enabled rapid iteration across ecommerce, CRM, and campaign channels
  • Reduced redundancy and improved cross-functional alignment
  • Operated as an internal agency model, delivering high-volume creative


TAOS: Art in The Art of Shaving

Results

Delivered measurable impact across performance, efficiency, and scalability.

  • Improved conversion through clearer UX and product storytelling
  • Increased speed-to-market through modular systems
  • Reduced agency costs by ~$300K annually
  • Scaled creative output while improving consistency and quality
  • Enabled continuous optimization and growth


BRAND ELEVATION

Modern Heritage. Unified Expression. 

Repositioned The Art of Shaving with a cohesive creative system rooted in craftsmanship, artistry, and New York. Elevated perception while strengthening cross-channel consistency and brand equity.

DIGITAL EXPERIENCE

Ritual-Driven Commerce. 

Transformed the DTC platform from transactional storefront to immersive brand experience. Implemented mobile-first UX, modular architecture, and conversion-focused storytelling to drive clarity and performance.

CINEMATIC STORYTELLING

Craft in Motion.

Developed sensory-driven brand films that elevated product into ritual. Built scalable video ecosystems optimized for digital, retail, and social performance.

Enterprise Platform Transformation

Led UX/UI and digital transformation initiatives, modernizing enterprise platforms through scalable design systems and flexible front-end architecture built for internal ownership and long-term growth.

SCALABLE DESIGN SYSTEMS

Built for Velocity. Designed for Control.

Institutionalized modular design frameworks that accelerated deployment, improved governance, and reduced external dependency while maintaining premium execution.

CREATIVE OPERATIONS

Luxury with Discipline.

Delivered high-volume, multi-channel creative with enterprise rigor. Reduced agency reliance, increased internal output, and aligned creative execution with business objectives.

INTELLIGENT MODERNIZATION

Innovation with Restraint.

Applied AI as a precision tool for concept exploration and accelerated iteration, blending machine-assisted ideation with human refinement to enhance speed without compromising craft.

Featured Video

Brand Video Relaunch

Led the creative execution and production of The Art of Shaving’s brand video relaunch, reintroducing the brand through elevated storytelling, sensory detail, and modern visual language. The work focused on redefining the brand’s voice while honoring its heritage of luxury and ritual.

Key Contributions

  • Creative direction and narrative development for the brand video relaunch
  • Hands-on leadership across production planning, on-set execution, and post-production
  • Close collaboration with editors to shape pacing, tone, and final cut
  • Alignment of video storytelling with the broader brand redesign and digital experience


Portfolio

A curated selection of work across creative direction, UX/UI design, and digital strategy.

Putting the art back into The Art of Shaving

Rebuilding a heritage grooming brand through digital transformation, cohesive brand systems, and performance-driven creative execution.



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CORPORATE DESIGN

MUSIC DESIGN

VIDEO & ANIMATION

ILLUSTRATION

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