Rolex
I oversee all brand creative and design for the U.S. market of Rolex. In addition to managing the internal graphic design team, I manage external relationships with print vendors, photographers, agencies and freelance specialist designers to align on quality of all deliverables and budget management. I collaborate with our headquarters in Geneva to ensure that all brand standards are being met globally. Throughout my time at the brand, I have elevated deliverables across design and photography through a targeted re-design of core assets. Finally, I am the creative lead for all branding and assets for The Rolex Building in New York City, opening 10.26, including wayfinding and signage, stationery collateral, and restaurant branding and identity.
Design Director // Katelyn Roberts
Designers // Sari Kuba, Erin Valente
CORPORATE photographyLed an internal initiative to elevate the photography of the Rolex corporate offices, focusing on the details and materials that make the spaces unique and well-crafted.
Photographer // Elliot Hammer
CORPORATE BRAND DESIGNOversaw an audit and re-design of core corporate communications documents to better align with our Geneva headquarters and elevate to a more modern design sensibility. Deliverables included print and digital invitations, customer facing forms, internal presentation materials, and collateral related to the new Rolex Building in New York City.
Store PhotographyI lead a team of photographers in our storefront photography program - overseeing all aspects of the process from contract negotiation to retouching and final deliverables. In 2025 I led an audit of our art direction and photography style to elevate the photography and enhance the quality of the final assets to better align with global standards.
Photographer // Sean Henderson
Social asset
Creative DirectionCreative direction for a pilot initiative to capture social assets for the new Rolex Certified Pre-Owned program. This program is specific to the U.S. market, and as such, did not come with any assets from headquarters to promote the program. This allowed for a creative exploration to produce organic content that felt distinctly lifestyle oriented, while still staying true to the overall brand creative and Rolex identity.
Photographer // Elliot Hammer