Outer Reach is a new brand and studio space in New York City, providing one-on-one
and group stretch sessions designed to expand mobility, optimize posture and alignment,
and build strength and stability.
G.E.O. worked with the founders to name, brand and create the voice and retail
experience for those looking to be taller and stronger in their bodies.
As creative Director (and first hire) at Harry’s, my role was to ensure anything going out
met the high bar we aimed to set from the beginning: make an eight dollar razor look like
an eighty dollar razor, without ever taking ourselves too seriously.
Over the course of my 5 year tenure at Harry’s, I launched not only the brand itself
but a whole lot of products (everything from bar soap to boxers), campaigns, collaborations,
an online magazine, and hundreds of emails. There were pop ups, TV spots, hospitality
collaborations, and eventually major retailers Target and Walmart.
I took great pride in building an exemplary in-house creative team to meet the ever increasing
needs of a fast paced business, overseeing copy, web, art direction, design, packaging and marketing creative.
Par en Par is a modern resort wear brand, thoughtfully designed for journeys both near and far. Defined by easy shapes and sustainable fabrics, each piece is consciously created with versatility in mind.
G.E.O. worked with founder Laura Choi to bring her global inspiration of elevated
simplicity to life, across every touchpoint.
Photography: Alice Gao
My final responsibility at Harry’s was to bring Flamingo into the world. As creative director I worked collaboratively with Mythology and the Harry’s team to create an identity that is playful, unique and confident in the beauty space, through naming conception, branding, and packaging design.