As Art Director at Kaufmann Mercantile, Dominick helped reposition the brand to appeal to a larger female audience. He introduced a new wordmark in a lighter serif font, re-skinned the website to make it more airy and minimal and streamlined the photography, color palette and fonts by implementing brand and usage guidelines.
He was also a co-designer and commissioner of art for their bestselling book How To Split Wood, Shuck An Oyster, And Master Other Simple Pleasures published by Princton Architectural Press.
Public Supply Notebook
Mobile storefront UX/UI
Mobile produc page UX/UI
Morris Kitchen + KM
Dominick was brought on as the founding Creative Director of Westerlind in April 2013. He launched westerlind.us to create an intersection where technical outdoor gear and apparel meet a style-minded boutique. The brands selected are known for their forward-thinking design, functionality and style. The approach was to inspire through a thoughtful offering and left-of-center attitude.
He also designed their best selling product - the Westerlind Felt Hat. Now made in a range of colors and sold to retailers worldwide.
Dominick created and managed all INDAY brand touchpoints through packaging, collateral (print/web), social media, events, partnerships, new product ideation and operations. He helped establish the brand as a notable player in the emerging fast-casual restaurant scene and wellness markets.
The Bones of J.R. Jones
The Bones of J.R. Jones Ticket Home music video conception, storyboard, styling, co-directing and editing.