Our focus is on destination marketing for the travel and tourism industry. Past clients includes hotels, restaurants, Chambers of Commerce, Convention and Visitor Bureaus and Cities. However, I also have worked in other industry segments for brands such as American Bus Association, Adobe, Cisco Systems, Playstation, Sony, TN Farm Bureau, Motorola and others.
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We utilized traditional and online marketing tools to engage the target audience. The idea was to create more than a simple press release and to use "Gaylord Hotels Kicks Butts" as a branding slogan. The overall voice was as simple and direct as the visuals. Clean design for clean air. The idea of an online auction created very positive media and clients responded with excitement. The proceeds of this auction were donated to the American Lung Association. This piece won an ADDY Award in 2008.




The photographs identify Gaylord Hotels' venues by showing subtle details such as restaurant names in the background or logos on uniforms. The shots are currently being used on websites and in marketing material.





The warm color scheme of the web design is reflective of the friendly character of the business. Large photography and bold typography lead the visitors of the website to areas of interest. The grid layout of the web design allows for the information to be presented in a clear and easy to read way. This website was recognized with a Graphic Design USA Web Award in 2011.

In order to reflect the entire show the design of the posters could not be a pieces of art themsef or mirror a particular artistic style. Next to the art direction and graphic design I also had the great opportunity to name the shows. The reader's attention is drawn to the posters trough an unusual typography treatment for the title. The Abstrakta poster won AIGA Case Award in 2009, Silver ADDY Award in 2010 and was recognized at the Tenn Show in 2010.

The minimalist web design keeps strong emphasis on the photography. A monochromatic colour scheme lets the visitor browse the photos without being distracted by a busy website. A intelligent URL structure and relevant image titles are only a few things that support the SEO of the website. A grid-based layout lends the website a structured and organized look and feel. This website was recognized with a Graphic Design USA Web Award in 2011.

This rebranding included designing ads campaigns, directing photoshoots, defining a brand voice and creating the concept and design of a new website as well as small sites for individual venues. For this recruitment ad for the Food & Beverage department I crafted the headline "Sharp. Are You? Let's Talk." as well as the overall ad concept. The "Think Outside The Grid" campaign was created to communicate that Gaylord offers more than can fit on a spreadsheet.





As Art Director I wanted to lend this conceptual shoot an elegant and dynamic look and feel. This series of seven images tells a spy story with an unexpected ending. The turning point is unveiled in shot number six.







These two websites were conceptualized and designed as my role as Web Design Director for Journal Communications. The sites market a specific destination to a certain target audience. What initially were single projects evolved into scalable web products for Chambers of Commerce and Cities.

Gaylord Hotels' sales team establishes an annual motto each year. In 2008 I was on the planning committee and created the new motto 'The Deep Dive'. The idea was to focus on the essentials of the brand. The idea was to communicate single cornerstone messages to the sales team and to give a monthly reminder. Each month's message was carefully planned and conceptualized. This calendar won an ADDY Award in 2009.












GroupConnect is a networking program by the American Bus Association and the Ontario Motor Coach Association targeting tour bus operators and destinations. My assignment was to create a corporate identity based on an existing website and logo. I created the new tag line "Moving Group Travel into the Fast Lane" as well as an advertising campaign reflecting this slogan. The ad campaign is now in it's second year of use. The race car theme was well received and later also applied to the new convention booth, email marketing and other advertisement.


A website for a restaurant in Nashville, TN. This website gives an overview of the menu and has a calendar featuring upcoming music events. The web design uses the rich texture of the restaurant's interior as a design element. The projects also included logo design and art direction of a lifestyle photo shoot.




This Flash-based website for a restaurant and pub in Waterford, Ireland features a photo gallery, a calendar of events and other information. The webdesigns incorporates elements of the pub's architecture.

The photographs showcase the rooms, amenities and meeting space of the Radisson Hotel at Opryland. The shots are being used on advertising and in marketing material as well as on websites.




2011 Graphic Design USA Web Design Award
2011 Graphic Design USA Web Design Award
2010 American Design Award Silver
2010 Silver Addy Award for Poster Design
2010 TennShow Award
2009 AIGA Case Award for Art Direction/Poster Design
2009 Silver Addy Award for Art Direction
2008 Silver Addy Award for Print Direct Mail
2007 Silver Addy Award for Microsite
2007 Silver Addy Award for Online Invitation
2006 Graphic Design USA
2005 Golden Web Design Award
2005 Bestflashdesigns.com Bronze Award
2004 Astralaward Bronze Award
2004 finestzone Golden Web Design Award
2003 pageg.think
2003 Internet Vibes