KARLY HAND
HEAD OF CREATIVE
I help storied brands feel unmistakably themselves and relevant to what comes next.
Heritage Refresh
I currently lead the brand and creative vision across every part of the consumer experience for Pendleton Woolen Mills. I defined a clearer brand position and consumer, giving our storytelling a sharper point of view and more focused audience. My approach starts with Pendleton’s existing traditions and culture, uncovering what has always made the brand distinctive and translating it for today’s consumer and channels. The result is work that feels authentic to Pendleton while continuing to move the brand forward.
📍 Redefined Postion & Consumer
✍🏼 Unearthed Authentic Story
📈 Drove measurable growth
Unified Vision
I led Cinco Design’s multi-year program with Aspen Snowmass to create a shared vision for its iconic four-mountain resort, hospitality group, retail shops, and luxury performance apparel line. Working closely with leadership, I helped define a purpose that could connect every part of the organization: “Inspire journeys within to advance possibilities for all.” I then translated that purpose into a clear brand architecture and cohesive visual and messaging systems, uniting the portfolio while preserving the character of each business.
👯♂️ Defined Shared Purpose
🤝 Unified Brand Portfolio
⚙️ Built Scalable Systems
Elevated Performance
I led multiple teams in building ASPENX, Aspen Skiing Company’s luxury performance brand, from the ground up. At its heart was a clear position: performance at the intersection of nature and luxury. I guided that idea through every expression of the brand, from its identity and product experience to the flagship retail store at the iconic base of Aspen Mountain.
📍 Defined Brand Position
✨ Built Luxury Identity
🏳️ Created Flagship Experience
Brand Launch
I co-founded Verb with the owners of Birds Barbershop to fill a clear gap in the market: inclusive, salon-quality haircare at an accessible price. As the creative lead, I shaped every expression of the brand, from the initial idea through product development and launch. Verb grew into a nationally distributed line carried by Sephora, Ulta, and salons across the country. I continued to lead its brand and creative direction through its acquisition by Moroccanoil.
🛍️ Defined Market Opportunity
🔨 Built Brand from Scratch
🇺🇸 Scaled National Distribution
Built for Growth
I partnered with Cinco Design and Aspen Hospitality to define and codify The Little Nell’s brand ahead of its expansion beyond Aspen. Drawing from the hotel’s distinctive character, I helped create a concise strategic platform and led its translation into a refreshed visual identity and messaging framework. The work preserved The Nell’s bespoke spirit while giving its growing internal team the tools to express the brand with greater clarity and consistency.
Defined Brand Platform
Refreshed Visual Identity
Enabled Consistent Expression
Beyond Surf
As part of Nixon’s broader brand evolution, I led the art direction for a campaign designed to move the brand beyond its Southern California surf roots without losing its counterculture edge. Working from the new strategy and visual system developed by Cinco Design, I shaped the campaign imagery to connect with a wider audience while still feeling unmistakably Nixon.
🌅 Expanded Brand Perspective
🤘🏼 Preserved Counterculture Edge
👩🏼🎨 Directed Campaign Imagery
For more than 20 years, I’ve helped brands find that story and bring it to life across the full consumer experience. I see the big picture, build teams around a shared vision, and turn business goals into work that feels fresh, artful, and distinctly true to the brand.
Today, I lead brand and creative vision at Pendleton Woolen Mills. Before that, I co-founded Verb and partnered with brands including Aspen Snowmass, ASPENX, Nixon, and The Little Nell. I’m especially drawn to brands shaped by art, interiors, craft, and culture.
When I’m not working I most love...
🏡 Time with my family
🎨 Painting
🛋️ Decorating