Art Direction & Design, Branding, Content Creation

[ Editorial Content Hub for Electrolux North America ]

Live.Love.Lux. is an editorial lifestyle site curated by Electrolux. The idea behind the project is to communicate the brand's POV on design, food, and innovation to the world in an easy and relatable way. It's an execution of a brand acting as an editorial publisher.

For this project I lead the branding and site design, and on an ongoing basis I worked with the editorial team on content strategy and new ways we could keep improving the site.


live cooktop challenge | art direction

this program was truly a marriage of two great brands and two great media. food 52 is an up and coming yet highly respected resource for aspiring chefs, and electrolux wants to be known as a resource for professional home cooking. the cooktop challenge was a live-stream event where 3 chefs on 3 different cooktops demonstrated their pluses and minuses while the social community watched and engaged. my role was building campaign elements to promote the event and art directing production day of.