Sealaska is the largest Native American land corporation in Alaska, supporting the three local tribal groups of the area. Sealaska’s challenges, in many ways, are not unique- preserving a cultural significance to your heritage while looking to grow and be relevant. What they needed was a brand strategy to communicate their vision.

Inner Agency


I led this in-house design team to extend their capabilities and reach with a brand strategy devised to emote creativity. The “secret agent” motif reflected the light-hearted, casual ethos of the agency. This brand stance allowed them to extend their reach past the in-house model and into the competitive agency world with a fresh look and feel.

Hewlett Packard


What does the HP brand mean and what role does it play in driving business? As the HP organization evolves into a decentralized model, it is crucial that the HP brand is understood internally. We were asked to identify how the brand might be redefined with greater humanist and aspirational significance.

HP customers have a vision of a better life for themselves and others. They want to experience the best things in life but not in a selfish, materialist, or egotistical way. They may dream but they are doers. The Human Potential campaign conveyed that internally and externally for a holistic brand extension that furthered HP’s business goals.


The challenge was to convey meaning to an undermined legacy brand. The solution needed to be distinguishable and resonate with its 42 million customers while not risking $70 million in user generated revenue. The new design focused strictly on school and nostalgia, while introducing a more contemporary and extensible system.

To increase consumer awareness, a new, distinguishable system of promotional material, icons, buttons, and graphics were introduced. The consistent use of these graphic systems significantly increased click-through.

American Express


Now, American Express is one of the most respected brands in the world, but in 1998, it needed new products that would excite an upcoming generation of young professionals.

While at Siegel ↦ Gale, Jason Levine and David O’Higgins helped to elevate the American Express card design to an art form by recommending a transparent, minimalist design that was stylistically in tune with the aesthetics of the target audience. It brought the brand into the 21st century by incorporating innovative security technologies and account management options with a smart chip.

Amex Blue from American Express was a dramatic example of design innovation and a clear departure from other cards. Its design and functionality created an iconic brand. First year application rates were up 20-30% above expectations.