I led the creative direction for the United States SailGP Team during their rebrand, focusing on building a strong visual identity that matched the energy of the sport. My goal was to make the team feel elevated and distinctly American without losing authenticity. I worked across every layer of the brand, from logo and color language to photography, styling, and film treatments, ensuring the creative spoke with one unified voice. Every piece of content had to feel cinematic, confident, and grounded in the culture of sport and style.

I oversaw the visual systems that defined the team’s new look, translating brand identity into consistent, high-level execution across photo, film, and design. This included developing custom Lightroom presets and LUTs that shaped the tone and texture of every image, as well as a full suite of design templates for quick social turnarounds. My focus was on balance, creating something refined enough to feel premium but adaptable enough to function across a fast-moving content ecosystem.

The strategy behind the SailGP rebrand was to position the team alongside top-tier American sports properties like the NFL and NBA while keeping a sense of craft and storytelling unique to sailing. I wanted to move beyond just “coverage” and build a shareable, visually-led brand presence that felt collectible and cultural. I partnered with designers and studios to define this new language and created a campaign that told a clear story one of performance, heritage, and modern American identity.

I worked as a liaison between our apparel partner Tommy Hilfiger’s head stylist, Igor Guinau, and our athletes to craft styling guides for their arrival looks.

I directed and shot photography for the SailGP Team with an emphasis on motion, energy, and light. The goal was to move away from traditional sailing imagery and create something that felt editorial and alive. Every frame had to reflect speed and precision without losing the emotion and humanity that sport encapsulates. I used shooting styles that could live in both high-performance and lifestyle contexts, then developed custom color treatments to bring a distinct cinematic tone to the entire visual system. The result was a consistent library of imagery that felt sharp, modern, and unmistakably American.

I led the visual direction and editing style for the team’s video content, building a look that blended sport and culture with a clean, cinematic rhythm. The focus was on creating movement that felt intentional with the pacing, shots, and grade all working together to build identity. Each piece of video content, from short social clips to campaign films, carried the same tone: refined, fast, and emotionally charged. I worked hands-on through production and post, setting a creative standard that shaped how the brand would live across every digital platform.