Tandu is a women-founded cycling brand built around the idea that adventure on a bike is accessible to anyone.

As a cyclist myself, I had a strong point of view on what I wanted to create with this cycling brand, and as a creative, this is the first brand identity I created independently. As Art Director of Photography, this is the first shoot where I stepped into the role of creative director on the ground — leading a crew of 20 on a $150K production in Los Angeles that simultaneously produced two brand identities.

"Casting was an intentional creative decision to show representation, selecting models that reflected women of different ages, body types, and backgrounds."

Tandu launched during COVID-19, a time when people were rediscovering outdoor life, and the brief called for a brand that felt grounded and community-driven.

Mailchimp was also undergoing a rebrand with an aesthetic that was deliberately more restrained and authentic to real-world environments versus its louder, saturated past, which required a different kind of discipline to keep the brand feeling fresh while living within Mailchimp's evolving visual system.

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