All In One

  • Company: Squarespace
  • Art Direction: Mathieu Zarbatany
  • Design: Claire Pedersen, Kyungwang, McLane Tetiel, Louis Gonzales
  • Year: 2018

Whatever your idea needs, Squarespace offers all the tools to turn it into something great. There’s an easy feature for every step in the creative process, whether you’re naming, building or sharing. It’s simple and intuitive, creative and fun. No matter the person, business or product, Squarespace is here to help you transform your idea into an enterprise.

Dream it. Name it. Build it. Sell it. Grow it. Shout it.

The Dough Project

  • Company: Communal Creative
  • Photography: Alistair Matthews
  • Art Direction: Claire Pedersen
  • Illustrations: Yejee Pae
  • Year: 2020

Founded by a schoolteacher, The Dough Project creates all-natural, plant-based play dough that kids can make at home. We updated the branding to celebrate the vibrant, veggie-powered colors of the dough and the idea of endless creation. The Dough Project believes that all the shapes we make are beautiful. To bring this idea to life, we created linear illustrations that personify the dough, as well as loose, blobby shapes that can be molded into myriad forms. The result is a fresh and playful identity that inspires kids and parents alike.

Brooklyn Kura

  • Company: LMNOP
  • Interior Design: Carpenter + Mason
  • Art Direction: Leigh Nelson
  • Year: 2017

Brooklyn Kura is NYC’s first-ever sake brewery. They represent the new wave of American craft sake, using American ingredients to make the traditional Japanese rice wine. They challenged us to rethink their packaging and help build out their brand system for their launch. We took a lot of inspiration from the simplicity of their tasting room designed by our friends at Carpenter + Mason. Overall, we wanted this brand to feel elevated and pay respect to a Japanese aesthetic while still feeling American.

The Sleep Code

  • Company: Communal
  • Year: 2019

The Sleep Code is a destination for anyone in search of a good night’s sleep, with reliable advice, curated products, and a consumer experience focused on delight. Unlike many wellness sites, which tend to emphasize all the reasons sleep is vitally important and all the ways we’re doing it wrong, The Sleep Code wants to turn sleep into a ritual we enjoy. Through elevated visuals and smart, savvy messaging that luxuriates in the sensory experience of winding down, The Sleep Code offers a brand experience that’s nonjudgmental, helpful, and fun.

Featured in Vogue.

Bellway

  • Company: Communal
  • Photography: Heidi's Bridge
  • Year: 2019

Bellway makes a daily fiber supplement from all-natural ingredients. Thanks to the myriad of health benefits fiber provides, Bellway is a product not just for older folks or those with digestion issues, but for anyone wanting to improve their overall gut health. We worked closely with Bellway to tackle the challenge of giving fiber the cool factor by creating a brand identity that appeals to a younger millennial audience while still conveying the broader benefits of fiber for all. We intentionally picked a voice-forward approach in order to make the product stand out on the shelf against existing grandparent fiber brands, with the use of fresh fruit in the product photography paying homage to Bellway’s all-natural ingredient list.

Carpenter + Mason

  • Company: LMNOP
  • Art Direction: Cari Sekendur
  • Year: 2017

C+M is the work of husband and wife team Sarah Carpenter and Chris Horger. Their design philosophy is deeply influenced by their architecture backgrounds; they find inspiration in the celebration of honest materials, considered details and thoughtful construction. Their branding is inspired by the geometry of their work, we created a brand mark that is a combination of angular shapes forming the letters ‘C’ and ‘M’. The mark is paired with a minimalist logo and muted tones for a refined look and feel.

sasha + lucca

  • Development: Human
  • Web Design: Claire Pedersen & Rebecca Zhou
  • Brand Identity: Verena Michelitsch
  • Year: 2017

2017 Shopify Awards Winner for Best Home Page

This website was created while contracting with Human NYC. Sasha + Lucca is a boutique kids clothing company that uses supremely soft Pima cotton and alpaca wool. Each piece is intentionally created to mix and match to simplify busy mornings for busy moms. From copywriting to checkout flows I had a big hand each step of the process building out this unique e-commerce experience.

little-r

  • Photography: Ashley Tarr
  • Brand Identity, Packaging Design & Art Direction: Claire Pedersen
  • Year: 2016

At Dropbox, we strove to create environments and spaces that make employees feel at home. With a new HQ came a new coffee shop that needed an identity. In true Dropbox tradition, we crowdsourced different names and collectively came up with Little-r. This name was not only unique to Dropbox, but also embodied what the space is used for. “Little-r” is a phrase commonly used at Dropbox to break a larger email conversation into a smaller discussion between two people. It's like leaving a party full of people to grab a coffee with a close friend.

Dropbox

  • Photography: Laure Joliet
  • Architecture & Design: Rapt / AvroKO
  • Year: 2016

No individual is productive in the same way. The new Dropbox HQ provides an array of options to work, living up to Dropbox’s “work anywhere” ethos. For a year I worked alongside Glara Ann, the Dropbox founders, and two incredible architecture and design studios in San Francisco; Rapt and AvroKO, to research, concept, and design Dropbox’s HQ in San Francisco.

Check out what Fast Company wrote about the new space!

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