Sawgrass

Spotlight Project

As Creative Director at Sawgrass, I lead creative strategy and execution across brand, product, and campaign initiatives, shaping a cohesive visual system that supports growth, launches new technology, and connects creativity to commerce.

The Challenge

Sawgrass is a legacy brand in a shifting landscape. With the rise of new competitors and a growing push toward direct-to-consumer, the brand needed to do something genuinely difficult: deepen its relationship with end users while continuing to support a long-standing dealer network, all without diluting its message or fragmenting its identity.

The audience complexity was real. Dealers needed tools and consistency. Businesses needed credibility. Entrepreneurs and creators needed inspiration and possibility. And every one of them needed to encounter the same brand, told at the same level of quality, across every channel and context.

The work wasn't just a visual refresh. It was building the foundation for where Sawgrass was going next.

Sawgrass Brand Evolution

Featured Project

With the challenge defined, the first order of business was building the foundation. The goal was to move beyond the basics of logo, color and typography and create a complete brand system, one that could support a fast-moving team while remaining flexible enough to grow with the business.

The 2026 brand guidelines were designed with that scale in mind. By defining clear structure, flexible frameworks and practical tools, the system empowers teams to move quickly, stay aligned and confidently apply the brand across evolving channels, audiences and use cases, whether that's a dealer product page, a direct-to-consumer campaign or a new product launch.

The result is a brand that finally has the infrastructure to match its ambition.

View Guide

Website Redesign

With a stronger brand foundation in place, the next step was ensuring the digital experience matched it. Visitors needed a clearer picture of what Sawgrass offered and what was possible with its technology.

We rebuilt the site from the ground up in WordPress using Elementor, designing every page with intention. The goal was to create an experience that was genuinely informative and engaging, one that clearly communicated product capabilities and inspired confidence in what users could make and sell. For existing customers and dealers, that meant better tools and clearer pathways. For new visitors, it meant a front door worthy of the brand.

New Product Launch

The first new technology launch from Sawgrass in years, VersiFlex is the only system in the world that enables both sublimation printing and decoration transfers onto cotton, natural fabrics, wood and more. It gave users the same premium quality they trusted from Sawgrass while unlocking a new category of creative possibility.

The launch required building a brand from the ground up within the Sawgrass ecosystem. That meant naming the product, designing the logo, developing packaging, creating signage and tradeshow materials, directing photography and video, and producing everything needed to bring it to market with the clarity and confidence the moment deserved.