Brand Development for MAG Series
Morimoto Lighting
Led the strategic development of the MAG Series, an all-new off-road lighting line under Morimoto. This included conducting competitive market analysis, identifying naming opportunities, and building a product structure that mirrors customer needs and industry standards. I created the MAG brand name, developed its sub-brand architecture (MAGPOD, MAGPOD, MAGLENS, etc.), and designed the logo system to reflect a bold, tactical identity. The result: a scalable, cohesive product family that stands out in a saturated market.
BRAND STRATEGY PRODUCT ARCHITECTURE NAMING & MESSAGING CREATIVE DIRECTION
Creative Director & Director of Photography
Hoonigan Lighting Division
As the Creative Director and Director of Photography, I lead all visual content production for this brand—both on location and in studio. I develop the overarching creative strategy, build detailed shot lists, and direct full-scale productions to ensure each campaign captures the brand’s energy and purpose. From fast-paced off-road shoots to meticulously lit studio product work, I oversee every stage of execution, from pre-production planning through final delivery. Ensuring visual consistency, storytelling impact, and commercial readiness across all photography assets.
PHOTOGRAPHY DIRECTION PRODUCTION MANAGEMENT LOCATION SHOOT PLANNING CREATIVE DIRECTION VISUAL STORYTELLING
Emory Conference Center Hotel – Commercial Interiors Photography
Ashley Lighting + Indon Furniture
For this commercial lighting and furniture shoot at the Emory Conference Center Hotel in Atlanta, GA, I served as both project manager and lead creative. I managed all client communications and coordination, developed a detailed shot list to highlight product integration within the space, and handled on-site production from start to finish. In addition to photographing the project, I led post-production editing to ensure clean, polished imagery that showcased both the lighting design and furniture styling in a hospitality context.
PROJECT MANAGEMENT CLIENT COMMUNICATION INTERIOR PHOTOGRAPHY CREATIVE PRODUCTION POST-PRODUCTION EDITING
Social Media Paid Ad Campaigns
Hoonigan – Lighting Divison
As Creative Director, I lead the end-to-end development of social media ad campaigns for the Hoonigan lighting division. From visual direction and messaging to copywriting and asset creation, I shape each campaign to align with brand voice and performance goals. I concept and direct promotional creative, oversee all photography, and manage my team through execution, ensuring every deliverable is optimized for paid performance, product storytelling, and brand consistency across platforms.
CREATIVE DIRECTION PAID SOCIAL STRATEGY CAMPAIGN MESSAGING AD DESIGN TEAM MANAGEMENT
VIDEO & THUMBNAIL DESIGN
ROTIFORM, FUEL OFF ROAD, HEADLIGHT REVOLUTION & MORIMOTO LIGHTING
As Creative Director, I lead the strategy, concept development, and execution of custom YouTube thumbnails for our video content. I help shape video direction to ensure the thumbnail concept aligns with the narrative and drives engagement. From directing custom thumbnail photography to managing production workflows, I oversee each asset through final delivery. I continuously test performance metrics and evolve our creative approach based on analytics to maintain a high-performing video content strategy.
CREATIVE STRATEGY THUMBNAIL DESIGN CONTENT IDEATION ANALYTICS DRIVEN OPTIMIZATION PHOTOGRAPHY DIRECTION
LUXCOM BRAND PROGRAM
CERAMIC TECHNICS LTD
As Creative Lead at Ceramic Technics Ltd, I developed the LUXCOM brand: an LVT sub-brand built from the ground up. I led the naming process, crafted the visual identity, designed the logo, and created the brand architecture to support multiple product lines. From initial concept to final rollout, I directed the visual language, copy tone, product structure, and supporting collateral. The project included marketing research, competitor positioning, trademark vetting, and creative direction for photography and presentation materials, all driven by a focus on commercial application and brand clarity.
BRAND DEVELOPMENT NAMING & POSITIONING VISUAL IDENTITY DESIGN PRODUCT ARCHITECTURE CREATIVE LEADERSHIP
BUIDLING A BRAND WITH BITE
CAPTAIN JACK CIGARS
Captain Jack Cigars was more than a branding project, it was a full-scale brand invention. I led the creation of this startup cigar company’s identity from the ground up, developing a complete brand strategy, tone, and visual world that would set it apart in a saturated market of lookalike legacy brands. Drawing inspiration from bold challenger brands like Liquid Death, I crafted a personality-first system rooted in attitude, storytelling, and community, not just cigars.
I developed and pitched a full visual identity system, photography style, voice and tone guidelines, and a layered narrative structure that framed the brand as a movement rather than a commodity. I also designed branded mockups and deliverables to illustrate everything from packaging to website direction, social assets, marketing programs, and launch collateral. This wasn’t just about what the brand looked like, it was about how it moved, spoke, and sold.
BRAND STRATEGY AND POSITIONING VISUAL IDENTITY DESIGN CREATIVE DIRECTION NARRATIVE AND MESSAGING DEVELOPMENT CLIENT PITCH & PRESENTATION DESIGN
REBRANDING + BRAND IDENTITY GUIDE
CERAMIC TECHNICS LTD
I led the full rebranding initiative for Ceramic Technics Ltd, redefining their visual identity to align with the company’s legacy and future positioning. From modernizing the logo and wordmark to reestablishing the brand’s tone, I built a comprehensive brand guideline system covering typography, color, iconography, and usage standards. My work also included the design of key collateral assets, environment mockups, and campaign visuals. This rebrand was grounded in company history, legal clarity, and a strategic approach to brand storytelling, driven entirely by me as the lead creative.
BRAND IDENTITY DESIGN LOGO REDESIGN BRAND GUIDELINES VISUAL STORYTELLING CREATIVE LEADERSHIP
Product Launch Visual Identity & Storytelling
PARAMOUNT GLOBAL SURFACES – CERAMIC TECHNICS
For these porcelain tile collections, I led the full go-to-market creative development: from naming and narrative to design and execution. I treated each collection as a standalone brand, crafting unique visual stories and identities that reflected the minerals and materials behind the product. I developed the product names, brand tone, and campaign language, and created custom-designed brochures to serve as premium sales tools. These assets unified storytelling, product education, and aesthetic inspiration to elevate the brand experience and support commercial sales efforts.
PRODUCT NAMING CAMPAIGN DEVELOPMENT BRAND STORYTELLING VISUAL DESIGN SYSTEMS SALES COLLATERAL DESIGN
XB EVO Email Takeover: Turning Clicks Into Converts
MORIMOTO LIGHTING
Tired of the stale, uninspired email campaigns that undersold the product and undervalued the brand, I led a full redesign of the Morimoto Lighting email experience for the launch of the new XB EVO series. This campaign was conceived, written, designed, and executed by me from top to bottom.
My goal? Elevate the visual language and narrative voice to match the premium quality and aggressive utility of the product itself. The result was a striking, editorial-style series that broke the mold of typical ecommerce emails—turning feature dumps into compelling side-by-side storytelling, and sales messaging into an immersive visual journey.
ART DIRECTION EMAIL DESIGN CREATIVE COPYWRITING BRAND STORYTELLING MARKETING STRATEGY
Multimedia Direction & Production
A diverse collection of branded and editorial video projects showcasing my hands-on and strategic leadership in multimedia production. My contributions spanned from full-scope execution to high-level creative oversight:
This body of work represents a range of video projects in which I played a key role as a creative leader, producer, and director. For some, I was directly responsible for shooting, editing, and producing the final piece end-to-end—handling everything from concept development and scripting to cinematography, sound, and post-production. For others, I led from a creative direction standpoint, crafting the story framework, visual tone, shot lists, and messaging strategy, then collaborating with editors or videographers to bring the vision to life under my guidance.
Across all projects, my focus was on aligning each piece with the broader brand identity while telling a clear, compelling story—whether for product launches, branded content, or event recaps. I approached each video as an extension of the brand’s voice, ensuring that even individual product collections were elevated to feel like standalone campaigns with their own distinct identity and purpose.
CREATIVE DIRECTION VIDEO PRODUCTION POST-PRODUCTION SCRIPTWRITING & MESSAGING TEAM LEADERSHIP AND COLLABORATION
PATRICK BORN 